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ARTICLE

The Current State of Data in Programmatic

December 16, 2016 — by Lauren Fritsky    

“Data is central to everything we do in programmatic.”

Data in a programmatic context really means signals that we use to make better marketing decisions. These signals can be behaviors that someone displayed or the types of websites ads were served on. These data sets come together to create a complex mix of signals to help us better target our audiences. It pays to leverage a mix of different data sources that can help you find and engage your best customers. To learn more about how data is currently used in programmatic, watch our video interview with Jacob Ross, GM of Audience at MediaMath.