What’s the Most Valuable Type of Targeting in Programmatic?

Programmatic has become such a catch-all term that it’s easy to forget all the capabilities that fall under its umbrella for both buyers and sellers. Technorati has just released a survey in which buy-side and sell-side ad tech professionals discussed their programmatic experiences, including the top three types of targeting they found most valuable. With the exception of one answer, the sides chose quite differently:

Buy side:

1. First-party data segments
2. Viewability
3. First-look/exclusive access

Sell side:

1. First-look/exclusive access
2. Contextual targeting
3. Ability to target specific sizes or formats

What type of targeting do you value most?

Learn more about the survey by reading this recap on eMarketer.