Third party data
Third party data is a term that refers to the source of the data available. In the case of third party data, data is available that is provided by a data provider that does not have direct contact with the user of the data. In this case, the data is often collected from various websites and platforms and then aggregated into a data management platform (DMP) by a third-party data provider. The major advantage of using third-party data is that comprehensive group profiles can be created by aggregating information (including information about web interactions and online behaviors of users) from different sources. The information is delivered in a segmented manner.
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.
