Use of Intent Data for Brands and Agencies

Raphael Rodeir of Ogury, an ad tech agency, says, “For decades, the industry has turned a blind eye to the ways in which user data is obtained. Thus, most of the data used to drive vendor technology today have a mysterious layer covering it. When, where, and how is it collected? Is it taken with user permission, or not?

This is no longer acceptable, or indeed valid. Being able to explicitly prove the effectiveness of consumer consent is mandatory. Any advertiser or agency that spends money with advertising technology partners, should obtain proof that the vendors they work with comply with all global privacy laws. "

Advertisers can still do a lot of targeted marketing without using third party data. The GDPR and CCPA require brands to mine their first-party data to gain pre-qualified and difficult audiences for agencies to adapt to these changes. Because increasing audience identification and targeting efforts with third-party data is a revenue-generating tool that will never exist again.

Third-party intent data is a key asset if marketers are running an ABM campaign. In fact, 45% of the B2B purchase cycle involves buyers searching independently, which is important data append information that most brands do not have access to.

Today, just having a lot of user data is not the same as success. Instead, having a data strategy that will definitely ensure brands acquire and use the data that best suits their business needs. This is more about building trust and credibility among consumers. Such a strategy will allow you to improve your marketing efforts and orders. To do that, agencies must ensure that they have top-notch data talent or enter into partnerships with trusted companies that can support their data capabilities.