Data in the programmatic ecosystem is SUCH a powerful force. One of the things about programmatic media buying that people find so surprising are the data sources.
The types and breadth of data available to programmatic advertisers are truly staggering. Visa and MasterCard are selling data about everyone's purchase history, for instance, allowing advertisers to target similar audiences. That's how you're able to target shoppers of Oreo cookies, for example, and find people with similar characteristics.
The major credit-reporting agencies, such as TransUnion and Equifax, sell their data to advertisers as well. This is how we're able to target people based on FICO scores and financial health. Travel companies also sell their data to advertisers, which enables advertisers to target people who are buying trips to different places, like Curaçao or Paris or London.
In short, the data options for programmatic media buying are truly amazing. This is one of the main reasons, if not the main reason, that programmatic advertising is so powerful.
