"A large chunk of intent data comes from the same place, leading to commoditization. This is why your CPLs keep climbing while your conversion rates flatten."
"Bid stream data is collected from programmatic ad exchanges, providing enormous scale but lower accuracy and shaky privacy footing under GDPR."
"B2B intent data providers relying on bidstream stand on very weak ground under GDPR, as real-time bidding mass collection often occurs without meaningful consent."
Intent data is crucial in B2B marketing, but its commoditization is problematic. Many companies rely on similar sources, such as publisher co-ops and bid stream data. Bid stream data, while vast, suffers from lower accuracy and privacy concerns. The reliance on a single source for intent signals creates challenges for differentiation and effectiveness. As competitors access the same data, marketing costs increase, and conversion rates decline, highlighting the need for more reliable and unique data sources in B2B marketing strategies.
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