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Partner Spotlight: Datonics – The Benefits of Adding Intent Data to Your Programmatic Campaigns

Marketers are constantly looking for the next innovative method to get a competitive edge to generate revenue and intent data continues to be at the forefront of their interest. Intent data is behavioral information collected about an individual’s online activities, combining both topic and context data and collected through online observations on publisher websites including shopping sites, product review sites, search comparison engines, vertical content sites, downloads and more. 

To respond to a growing interest in intent data, Adsquare has just secured a partnership with Datonics, one of the industry’s largest independent aggregators and distributors of intent data in the US and Canada. Datonics is renowned for its high quality data, consisting of keywords driven datasets and specialty data partners and it offers granular search, purchase-intent, life-stage, B2B, demographic and premium data that facilitates the delivery of highly relevant, privacy-sensitive ads to consumers on all of their devices. Media buyers are able to activate Datonics’ intent data in their DSP of choice via the Adsquare Audience Management Platform (AMP).  

Adding intent data to programmatic campaigns is key because of:

  • Predictability. Thanks to the footprint that prospects leave on their online journey, buyers´ patterns can not only be identified but also predicted. 
  • Leads Quality. Revealing the actual buying intent and behavior of prospects, intent data helps increase customer win-rates through engagement with active users, turning them into customers.
  • Personalization. Knowing what causes prospects to buy and when, marketers can target a specific profile, and create personalized advertising on demand to increase likelihood of a purchase decision.
  • Time Optimization. When addressed conveniently at the right time – when prospects have more intent to buy – ROI can be increased. 

In sum, intent of purchase data allows marketers to learn and understand the buyer journey and purchase decisions, thus helping to implement better lead generation strategies. 

A press release about the partnership between Adsquare and Datonics can be found in our newsroom.

For any questions and queries feel free to reach out to us via our contact form.

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About Christoph

Christoph is VP Marketing, is five years with Adsquare and based in Adsquare's head office in Berlin. Before stepping sideways to join the Marketing Team, Chris was VP Data Partnerships at Adsquare. He has a weakness for print ads and also reads the small print on product packaging. Chris acts as an unsalaried Brand Ambassador for Lufthansa, plays the drums, field hockey and golf.

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