Digiday
In a byline for Digiday, Kristi Argilyan, EVP and Chief Commercial Officer at The Trade Desk, argued that purchase and intent data shouldn’t be treated as one more targeting input, but as the foundation everything else is built around, since it’s the only data type that can prove a campaign drove an actual sale. Argilyan called on audience and measurement partners to rally around shared standards for what counts as a conversion, real interoperability between datasets, and transparency about methodology, arguing that the partners who establish that credibility first will win both trust and budget.