These are the most popular data for online targeting

Online targeting often uses interest and purchase intent data.The online trend study by profile data marketer Q Division interviewed 106 German advertising experts. The participants were asked about their current and future plans to use profile data, i.e., anonymized data records that make it possible to play an advertising medium to specific target groups or individuals. While 94 percent of respondents still used sociodemographic data in 2016, only 74 percent intend to take it into account for their planning and test campaigns in the next 12 months. Targeting on statistical twins, i.e. users who are similar in terms of demographics and online behavior, was 83 percent in 2016; in 2017, only 68 percent still plan to use the data.Gerald Banze, Managing Director of Q Division, welcomes this development of new targeting approaches: "The same socio-demographic data has always determined advertising for 140 years. Online, too, they are used by a large proportion of advertisers and media planners, despite more precise targeting filters on the market. It is therefore all the more pleasing that we are now seeing the first signs of a move away from the old familiar target group models. At the same time, advertisers are more frequently using minute-by-minute insights that enable individualized yet mass targeting."Ranking: These are the types of data media buyers plan to use in the next 12 monthsInterest data: 79 percentOwn data: 76 percentBuying interest data: 74 percentDemographic/socio-demographic data: 74 percentStatistical twins (prospecting): 68 percentGeo data: 60 percentAccording to the Trend Study, the most important source of data is the company's own: 83 percent of all media managers play out advertising primarily on first-party data profiles. Eight out of ten respondents buy data from other providers. According to their own information, a full 25 percent do not use second-party data that they have previously determined via website visits or campaigns.Trust before price: How media buyers choose their data supplierWhen selecting their data provider, price is only the fourth most important purchasing criterion (77 percent). Instead, the decisive factors for almost every respondent are the data source (94 percent), data currency (96 percent) and trust in the data provider (97 percent). This quality-before-price mindset is based on the German data market's experience with inferior data offerings, especially at the beginning.If we take a look at the data sources preferred by media managers, data marketers seem to be the ones most likely to meet these requirements. Three quarters of respondents buy the data for their campaigns from them. Buying directly from the portal operator or from public data marketplaces is not as popular, with 57 percent booking there in each case. Media agencies are also discovering the field of data marketing for themselves. Almost half of the respondents buy data from them.