Until recently, digital marketers and ad agency professionals who were looking to make programmatic ad buys confronted a black box data scenario. Most aren’t engineers or data scientists, and they had to take a leap of faith and trust the data provider’s claims about data quality, reviewing results after implementation — and after the purchase was already made. But what should marketers and agencies look for in a data provider? How can they determine which provider offers the most accurate, transparent solution? Here are some questions to ask: How is the data gathered? Is it

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