Navigating the Complex World of Data in Ad Tech

Understanding the data-driven ad tech landscape is often one of the first hurdles for media agencies. Ciarán O'Kane has observed a seismic split emerging between media management & execution and audience signal management.

This shift stems from advertisers demanding greater control over audience signals. By refining who they target with ads, advertisers aim to improve performance without relying on pre-packaged audiences tied to specific media channels or activation platforms.

While significant budgets still flow into commodity pre-packaged audiences embedded within activation platforms, sophisticated advertisers are pushing their agencies for more. These clients recognise that pre-packaged solutions are often opaque, costly to combine, and filled with unknowns—like data duplication and poor data freshness.

For these forward-thinking advertisers, access to scaled, privacy-compliant, addressable audiences—leveraging 1st and 3rd party data—is now a must-have capability.

Typically, the agencies we engage with understand the strategic need but struggle to map vendors to their tech stack. This is where it helps to differentiate between:

1. Audience Signal Vendors: Companies with vast or specialised data assets.
2. Audience Signal Distribution Vendors: Partners that provide easy, cost-effective access to the right user-centric data.

The truth is, media buyers don’t just need “data”—they need signal distribution. Simplifying this process for media buyers is the core focus at Evorra .

We go beyond offering top-tier data provider sources. Our platform delivers the full suite of services needed to enable bespoke, privacy-safe, people-based audiences, unified across all data sources.

In short, while “data” is included in Evorra, it’s our combination of audience signal distribution and ready-to-use workflows that makes us an essential part of a modern agency’s tech stack.

If you’re looking to simplify the data process for your media buyers—and you’re grappling with the complexity, costs, and inefficiencies of current solutions—let's talk!

#AdTech #AudienceData #MediaBuying #DigitalAdvertising #Firstpartydata