Intent data, also known as intent data, generally refers to behavioral information collected while browsing the web or using an application. It allows for the revelation or prediction of purchase intentions or specific behaviors related to a product or service, such as the intention to cancel a subscription. The individuals about whom this data is collected, whether anonymously or not, are often referred to as users. This data can be classified into two categories: internal intent data, which has been used for a long time, and external intent data from third-party sources. Even before the advent of the internet, telephone operators were already using consumption data to anticipate cancellations. Similarly, product browsing data used for retargeting, or data related to viewing pricing or cancellation pages, are considered intent data. Advertisers use this data for various purposes, such as lead generation, conversion, or customer retention to prevent churn. The most common intent data typically comes from external sources, such as search engines, comparison sites, or simulators. These players collect this strategic data, often for monetization purposes, thus forming the basis of their business model. This intent data can be used up to the point where a quote request is submitted, which can then be sold to interested suppliers. Conversely, the term “intent data” is generally used in cases where no quote request is made, but the intent is associated with a cookie or other means of identification. This data can be sold to advertisers for targeted digital marketing campaigns or to adjust bids in programmatic advertising. Sometimes, it is used