What does data normalization refer to in programmatic advertising?

Data normalization in programmatic advertising refers to the process of standardizing data from different sources to ensure accuracy and consistency. This is crucial in the context of programmatic advertising, where data can come from various platforms, formats, and standards. Normalization helps in consolidating and aligning this diverse data, allowing advertisers to make more informed decisions based on comprehensive insights.

By standardizing metrics such as impressions, clicks, or conversions, advertisers can accurately compare performance across campaigns, formats, and channels. This increases the reliability of reporting and analytics, enabling better optimization of advertising strategies.

The other options do not accurately capture the essence of data normalization. Enhancing ad designs focuses on creative strategies rather than data handling. Buying ad space through networks relates more to procurement and media buying practices. Optimizing ad budgets pertains to financial management of advertising spend rather than the reliability and standardization of data used for decision-making in campaigns.