Third party data
Third-party data is a term that refers to the source of the available data. In the case of third-party data, the data is provided by a data provider that has no direct contact with the user of the data. In this case, the data is often collected from various websites and platforms and then aggregated by an external data provider into a data management platform (DMP). The major advantage of using third-party data is that comprehensive audience profiles can be created by combining information (including data on users’ web interactions and online behaviors) from various sources. The information is delivered in segmented form.
Main reason for using third-party data
The main reason for using third-party data is scale. Third party data is an excellent source of information that can serve as a basis for increasing the reach of marketing campaigns, discovering new audiences and increasing the accuracy of targeting. This is information offers a lot of insights about the behavior of a potential target audience.
With the demise of third-party cookies, it is becoming increasingly difficult for third-party data providers to collect relevant data about a specific target group. As a result, it is also becoming increasingly difficult to use third-party data in marketing campaigns.
