When assessing data-management technologies, marketers want platforms that handle an increasing variety of data sets, primarily for things like predictive analytics and audience segmentation. That’s according to a recent survey of 50 top level marketing, data-services and tech-development execs for a report commissioned by the Interactive Advertising Bureau.
Those surveyed appear to rank data management for programmatic ad buying as a primary application for the types of platforms discussed. The report found 80% of participants said open-market programmatic ad buying was a central purpose. Around 60% said they cared more about using data platforms for digital ad content optimization and private-market programmatic ad purchasing.