Intent & Signals

Intent data and signal platforms: buying intent from content consumption, technographic and hiring signals, job change tracking, community and product signals, and the orchestration that turns them into plays. The category's central claim is that it knows something about a buyer before the buyer says it, so the decisive questions are about how it knows. Signal provenance first: bidstream, publisher cooperative, first party, or undisclosed, each with a different privacy and durability profile. Privacy posture second, since person level tracking sits directly under CCPA and GDPR. Measured lift third: incremental performance against a holdout rather than platform reported influence, which grades the platform with its own homework.