We talk a lot about precision targeting, but how often do we actually validate the data behind it?

Just because a platform says it’s targeting new moms or luxury travelers doesn’t mean that’s accurate. Most audience segments are modeled which means they’re based on assumptions, not verified behavior, and are often outdated.

A few questions worth asking:

1. What’s the data source? Is it first-party data, panel data, purchase activity, or social signals? These distinctions matter.

2. How recent is the data? Behavior changes quickly. Someone who was researching cars a few weeks ago may have already made a purchase.

3. Can you tie the audience back to outcomes? Are you seeing actual performance, or just relying on surface-level metrics?

If you’re not using performance data, incrementality testing, or identity-level validation, you may be relying on inaccurate assumptions.

It's important to question what you're being sold and ask for transparency.

How are you validating your audience targeting today?

Sam Khoury

Founder, Cedar Consultants

Creative consulting solutions for Adtech