InMarket at AdExchanger's Programmatic I/O
Reserve Your SpotWhat Question Is Your Audience Data Answering?
September 28-29, 2026, Marriott Marquis, New York
The InMarket team is headed to New York for AdExchanger’s Programmatic I/O 2026. We’ll be on the ground talking through the audience data you’re buying, which questions it’s built to answer, and how measurement grounded in real purchase behavior changes what you can ask of it. Catch our session on Tuesday, or find us on the floor.
Quit the Guessing Game: Why AI-Driven Media Needs Better Audience Data
Kayla Jordan – VP, Programmatic Sales at InMarket
When: Tuesday, September 29 at 2:05 pm
What: Marketers have spent years optimizing media to ROAS, a proxy that measures motion, not results. The same risk sits upstream, in audiences.
Syndicated segments answer one question well: who looks like my buyer. Custom audiences answer a different one: who actually bought. Both are the right tool in the right conditions, and the cost shows up when a campaign is built on one and graded on the other.
Kayla walks through the three conditions where that mismatch starts costing real outcomes, and what changes when an audience is built on observed purchase behavior. You’ll leave with a practical framework for choosing between them.
Because when AI is making the buying decisions for you, the data behind them can’t afford to be a guess.
