Look for a myriad of new ad tech tools to come to the marketplace in the year ahead, says Veena Rayapareddi, VP at Magna Global/Cadreon in an interview with Beet.TV. From user data to location data to performance metrics, advertisers are increasingly relying on technology and data to guide them along today.

Given the growing prevalence of programmatic buying, Rayapareddi expects more products and solutions to enter the market to help make sense of the vast amounts of data. “We use a range of platforms and collect a vast amount of data. You can merge with clients’ CRM database, and online and offline data,” she says, as an example.

Magna Global expects programmatic buying to grow 52% worldwide this year to $21 billion, the agency said in a report released last month.

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