7 Audience Targeting Data Types Versus Search Data (The Keyword Is Still The Undefeated Champ)

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We are more than six years into the programmatic buying revolution, and digital marketers have wholly embraced audience targeting data as the key driver to successfully reaching consumers online with display advertising.

In fact, it’s predicted that in 2016, 2 out of every 3 display ads will be programmatic, with audience targeting data at the core of virtually every impression.

There are many colors and flavors of audience data, with demographic, psychographic, and third-party behavioral data leading the pack. Yet, the keyword — one of the first digital marketing intent signals — still remains the most valuable and underutilized data point a marketer can use to target any single consumer.

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