What method should be used to send time-sensitive content to a large audience stored in a reference data extension?

The method of using AMPscript with a single LookupOrderedRows function is ideal for sending time-sensitive content to a large audience stored in a reference data extension for several reasons.

AMPscript is a server-side scripting language specifically designed for use within Marketing Cloud. It allows for dynamic personalization and retrieval of data directly from data extensions. When using the LookupOrderedRows function, it helps to retrieve multiple rows of data based on specific criteria, while also allowing the results to be ordered in a certain way. This is particularly beneficial when you need to ensure that the most relevant or latest information is presented to the audience promptly.

Using LookupOrderedRows allows marketers to efficiently access and use data stored in reference data extensions, ensuring that the content sent is not only relevant but structured in a manner that enhances engagement. This capability is particularly important for time-sensitive messages where the accuracy and relevancy of the data can influence recipient reactions and overall campaign success.

In contrast to other methods, AMPscript provides a robust and flexible solution that can handle the complexities of data manipulation and retrieval needed for delivering personalized, timely content at scale.