Layer 3 — Engineer the data layer
Data & feed infrastructure — the intelligence layer powering programmatic performance
Data and feed infrastructure in programmatic advertising refers to the systems that capture, structure, and distribute data signals — including product feeds, audience taxonomies, and first-party data — to power targeting, dynamic creative, and automated optimisation in real time.
Programmatic systems run on signals. Product data, audience behaviour, contextual information and campaign performance all generate signals that guide how media is bought and how creative is delivered.
Execute Media designs the data infrastructure that captures, structures and distributes these signals across your programmatic ecosystem. From product feed architecture and audience taxonomy design to real-time data pipelines — we engineer the layer that powers targeting, dynamic creative and automated optimisation.
In a world moving towards first-party data advertising and cookieless environments, the quality of your signal infrastructure determines whether your programmatic systems adapt or decline. First party data advertising at scale requires infrastructure that connects collection to real-time activation.
How this layer fits into the architecture
Layer 1
Market Design
Layer 2
Programmatic Consulting & Activation
Layer 3
Data & Feed Infrastructure
Layer 4
DCO Strategy & Creative Operations
What we design
- Product feed architecture
- Audience taxonomy design
- Real-time data pipelines
- First-party data strategy
How it works
We design the infrastructure that captures, structures and distributes signals across platforms and buying technologies. When the data layer is engineered correctly, activation and creative systems respond dynamically — with greater speed, precision and scalability.
Capabilities
Product feed architecture
Structured product feeds powering dynamic creative, retail media and commerce-driven programmatic campaigns. Clean data in, better performance out.
Audience taxonomy design
Structuring audience data into scalable taxonomies supporting targeting, segmentation and signal enrichment across platforms.
Real-time data pipelines
Engineering data pipelines connecting campaign platforms, product data and performance signals — enabling automated decisioning at speed.
First-party data strategy
Designing data infrastructure for a cookieless future. First-party data advertising strategies that maintain targeting precision while respecting privacyatic channels.
Part of the Execute Programmatic Architecture™
Role in the Execute Architecture
Within the Execute Programmatic Architecture™, the data layer forms the intelligence layer that powers targeting, optimisation and automation.
The Execute Programmatic Architecture™
This service is one layer of the Execute Programmatic Architecture™, an operating model designed for modern programmatic markets.
The architecture connects four integrated layers that structure how programmatic systems operate:
- Ad Monetization & Market Strategy
Designing how inventory is structured, priced and exposed to demand across programmatic markets.
- Programmatic Consulting & Activation
Structuring activation frameworks and investment flows across programmatic channels.
- Data & Feed Infrastructure
Engineering the data layer that connects audience intelligence, product signals and campaign performance.
- DCO Strategy & Creative Operations
Scaling creative production and performance through automation, feeds and dynamic creative optimisation.
Together these layers operate as a continuous system where market design, activation, data and creative performance reinforce each other through constant feedback.
Explore the full architectureFrequently asked questions
What is first-party data advertising?
First-party data advertising is the practice of using data collected directly from your own users — through registrations, on-site behaviour, purchases, and consent-based interactions — to power programmatic targeting, personalisation, and measurement. It requires infrastructure that connects data collection to real-time activation.
What is a product feed in programmatic advertising?
A product feed is a structured data file containing product information — titles, descriptions, prices, images, availability — that powers dynamic creative optimization (DCO) and commerce-driven advertising. Feed quality directly determines the relevance and performance of programmatic creative.
What is an audience taxonomy?
An audience taxonomy is a classification system that organises user data into standardised segments that programmatic platforms can target against. A well-designed taxonomy translates raw behavioural and demographic data into segments that are meaningful to buyers, scalable, and aligned with advertiser demand.
How does cookieless advertising affect publishers?
Cookieless advertising removes the third-party tracking signals that publishers relied on for audience segmentation, frequency capping, and cross-site attribution. Publishers must build their own first-party data infrastructure — including consent management, audience taxonomies, and signal distribution — to maintain monetization performance.
Let's build your next media advantage
Whether you're designing a retail media platform, scaling programmatic performance, or rethinking your media architecture — we should talk.