What is true regarding the relationship between data supply and media supply?

The correct answer emphasizes that data supply is increasing faster than media supply. This reflects a significant trend in the advertising and programmatic ecosystems where the amount of available data—such as consumer behavior insights, demographic information, and contextual signals—continues to grow rapidly due to advancements in technology, increased data collection capabilities, and the proliferation of digital touchpoints.

As online interactions expand, various platforms and tools are generating vast amounts of data, allowing advertisers to gather richer insights and optimize their strategies more effectively. This data enables more precise targeting and personalization, which are increasingly essential in a competitive advertising landscape.

In contrast, while media supply also grows as new digital ad spaces become available and publishers ramp up their inventory, the rate at which new ad spaces are created is generally outpaced by the exponential growth of available data. Thus, understanding this dynamic is crucial for advertisers and agencies as they devise strategies that leverage the growing depth and breadth of data to reach their audiences with greater efficiency.