Definition

Information about what someone is searching for, researching, or actively trying to solve. It's basically reading minds but with cookies and browser history.

Example Usage

With intent data, we identified buyers actively researching project management tools and hit them with retargeting ads.

Origin

B2B marketing, 2010s

Fun Fact

First-party intent data (what visitors do on your site) is becoming more valuable as third-party cookies die.

Source: B2B marketing technology and analytics

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