70% of programmatic data buy is sociodemographic data, but it often misses the mark. In DR campaigns, age and gender are only proxies for who is going to buy. Our data shows women are more likely to be buying men's clothes, and that kids' clothes are mostly bought for gifting, so parents aren't the main purchasers.
Shopping intent signals allow you to target everyone, not just people that fit into stereotypes and ensures you aren't leaving valuable customers out of your efforts. It means you can direct marketing spend to actual buyers, instead of who you think your buyers should be.