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Most vendors are really only separated by data and proprietary tech. 95% on the time you don’t need them and can do it yourself via hands on key and dependent on DSP
Location data
I have RFPed them a few times. While their access to location data is interesting, their proposals are always lacking something. For example, I sent them RFPs for a jerky/deli meat brand I was working on and each time I went with another vendor because they had an extra capability, like targeting shoppers in-store. (Also, we needed an added value brand study for this client and their minimum spend requirement was astronomical)