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Audience Data

Audience data enables businesses and marketers to target relevant groups of people based on demographic and behavioral intelligence. It's used for audience segmentation and mobile audience data enrichment. Use Datarade to compare audience databases and data management solutions.

Top Audience Data APIs, Datasets, and Databases

Find the top commercial Audience Data sets, feeds and streams.

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Premium Partner

Custom Audiences

by StartApp
Contact us to create your own behavioral and/or location based audiences, and activate them on the DMP of your choice.
History1 years of past data available
Use CaseBehavior-based Audiences, Interest-based Audiences + 2 more
Available Pricing:
One-off purchase
Usage-based
Get Sample View Product

Custom Audiences

by Retargetly
We'll use human and artificial intelligence to find your customers, in new and creative ways.
Volume110 billion data events, 380 million people
Quality92% on target gender
Country
Brazil
Mexico
Argentina
+ 14 others
History18 months of past data available
Use CaseData Modeling, Audience Extension + 3 more
Available Pricing:
Usage-based
Get Sample View Product

Audience Data (Segments available via DSPs)

by OnAudience
Our segments are available via Google DV360, AppNexus, Adform, The Trade Desk, Zeotap, Adsquere, Hybrid.io, Invibes. Online taxonomy includes coverage for each platform: https://www.onaudience.com/...
Volume1.2K Ready Segments OnAudience Taxonomy, 620M Unique Mobile IDs Globally / Month
Quality100% Nielsen Digital Ad Rating
Country
USA
China
Japan
+ 246 others
History30 days of past data available
Use CaseBehavioral Targeting, Programmatic Advertising + 1 more
Starts at
$1$0.90 / CPM
10% Datarade discount
Free sample available
20% revenue share
Get Sample View Product

Custom Audience Creation

by Gravy Analytics
Work with a Gravy specialist to identify your unique targeting needs and have us build a custom audience that will enhance your campaign performance. Gravy Audiences can be customized based upon c...
Volume800 pre-existing syndicated audiences, 150M MAUs in the US
Quality100% deterministic data
Country
USA
Canada
History3 years of past data available
Use CaseAudience Targeting, B2B Advertising + 3 more
Starts at
$2 / CPM
Get Sample View Product
Premium Partner

Audience Creation and Activation

by Fifty
Fifty are able to create bespoke audience segmentation and translate these audiences for programmatic activation.
Use CaseAudience Targeting, Audience Segmentation + 1 more
Starts at
$1$0.80 / CPM
20% Datarade discount
Get Sample View Product

VISIT Data

by Reveal Mobile
VISIT Data is a fully customizable location-data solution for enterprise product and analytics teams Mobile location data is an increasingly valuable resource with growing use cases across a wid...
Use CaseOut-of-home (OOH) Advertising, Store Visit Attribution
Pricing available upon request
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Data Enrichment

by Retargetly
Our Consumer Graph holds billions of data points on Latin American consumers, including your customers.
Country
Brazil
Mexico
Argentina
+ 3 others
History18 months of past data available
Use CaseCustomer Data Insights, Marketing Data Enrichment + 3 more
Available Pricing:
Monthly license
Get Sample View Product
Premium Partner

Datastream Dailies

by Datastream Group
Opt-in email, Mobile Phones, and more
Use Casedemographic audiences, Cross-Device Targeting + 3 more
Available Pricing:
One-off purchase
Monthly license
Yearly license
Get Sample View Product
Premium Partner

On and Offline Intender Data

by BIGDBM
Every day BIGDBM tracks behavioral data on hundreds of millions of optin, accessible devices, throughout the United States. We then segment this data into over 1,000 different IAB-defined categorie...
Country
USA
Canada
Mexico
+ 10 others
Use CaseTargeted Advertising
Available Pricing:
One-off purchase
Monthly license
Yearly license
Usage-based
Get Sample View Product

Top Audience Data Providers, Vendors, and Companies

Find the top Audience Data aggregators, suppliers, and firms.

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Oracle Data Cloud (ODC)

Based in United States of America

Oracle Data Cloud (ODC) is a data provider offering Audience Data, Interest-based Audience Data, Custom Audience Data, Third-Party Audience Data, Point-of-Sale (POS) Data, Stock Keeping Unit (SKU) ...

OnAudience

Based in United Kingdom

OnAudience.com is one of the biggest data providers in the world with a database that includes more than 27 billion of anonymous user profiles. We have developed proprietary DMP technology, which i...

Lotame

Based in United States of America

Lotame is the leading unstacked data solutions company that helps publishers, marketers and agencies find new customers, increase engagement, and grow revenue. Our real-time data management technol...

Sirdata

Based in France

Sirdata is a self-service, third party data-collecting platform that specializes in the collection of behavioural data, predictive targeting and selling of audience segments. Sirdata enables publis...

Fyllo

Based in United States of America

Fyllo is a data provider offering Audience Data, Interest-based Audience Data, and CBD Audience Data. They are headquartered in United States of America.

Vendigi

Based in United States of America

#Home by Vendigi provides audience data for all things home buyers, home sellers and home ownership. Discover a spectrum of audiences spanning the home ownership lifecycle – from buying a home, to ...

Audiencerate

Based in United Kingdom

Access to the largest digital marketplace in the world. Guaranteed ROI with best in class match rates and flexible financial models.

Oracle Datalogix

Based in United States of America

Oracle Datalogix is a data provider offering Demographic Data, In-Market Audience Data, Consumer Lifestyle Data, and Third-Party Audience Data. They are headquartered in United States of America.

Eyeota

Based in Singapore

Eyeota is a data provider offering Audience Data, Third-Party Audience Data, Travel Intent Data, Demographic Data, Interest Data, B2B Leads Data, Mobile App Usage Data, B2B Contact Data, and Consum...

The Ultimate Guide to Audience Data 2020

Learn everything about Audience Data. Understand data sources, popular use cases, and data quality.

What is Audience Data?

As the level of “noise” in marketing increases, and reaching out to target audiences is becoming increasingly tough, more and more brands and businesses are looking upon audience data to derive key insights and to fuel their marketing engines.

So what exactly audience data is? Basically, audience data is information about your potential and existing customers. It comes in all forms and is often linked to a specific device ID. These ID’s can be tracked online via multiple methods to create consistent stories of the devices’ online behavior.

Most common form of such tracking involves cookie tracking. Cookies contain relevant information about the audiences – like the time at which they visited a certain website, what actions did they take, what products did they check out, what is their average time-spend on your website, what made them land to your website, and so on.

This crucial information based on your visitors’ varied online activities is then used to target advertisements and segment audiences.

There are various kinds of audience data, like:

  • Behavioral data: Reflects the behavior of audiences
  • Cross-device identity data: Helps you in identifying audiences who use your products and services from varied devices
  • Lead and address data: Crucial contact information that is needed to get the message delivered
  • Political and voter data: Often used by political parties and reflects the alignment of users towards certain political parties
  • TV consumption data: Illustrates what TV channels do users watch, what is the average duration they watch TV for, and so on.
  • Demographic data: Related to the demographics of audiences.

Who uses Audience Data and for what use cases?

Companies spent around $10 billion last year on third-party audience data for varied marketing and advertising purposes.
This is perhaps because of the number of cases that audience data is used for. Essentially the data can be used by anyone willing to understand their target audience better. Here are some examples of audience data usage in business:

  • providing pre-approved offers to consumers in the financial industry
  • targeting users who have made a purchase in a competitors’ store in the last 30 days (Retail and ecommerce stores)
  • In analysing audience in generalFor general audience analysis
  • Retargeting consumers both online and offline

What are typical Audience Data attributes?

Audience data can be effectively categorized on the basis of its attributes. While some data provides focus on behavioral data, others focus on demographic data. Here are some typical data attributes of audience data:

  • Behavioral and demographic attributes like gender, age, income, and education
  • Location attributes like state, city, and country
  • Interest-based attributed like shopping, surfing, and gaming

How is Audience Data collected?

More often than not, audience data is collected on the basis of the following technologies:

Cookies
The common way to capture audience data from online sources like websites. Cookies are used to power online display advertising. However, their effectiveness is decreasing due to multiple challenges: government regulations, privacy advocates, and updated in the policies of browser companies.

Fingerprinting
Fingerprinting technology is seen as a replacement for cookies. Here, unique attributes related to a computer such as the browser version, screen resolution, IP address, font library, time zone and the like and collected to form a digital footprint.

Native database
This refers often to data collection from user accounts on popular platforms like Facebook, Google, Amazon, and so on.

Surveys and phone calls
Last but not least, these are the oldest tricks in the book. Opinions and values are easily shared over a quick phone call. However, this method is time consuming and not scalable.

How to assess the quality of Audience Data?

Every marketer understands the importance of audience data quality in advertising and marketing. For a business strategy to resonate with the target audiences, the data they hold onto should be perfectly accurate and reliable to be able to achieve the maximum ROI.

Thus, it makes sense to assess the quality of audience data before purchasing. Here is how you can do that:

The source of the data

Knowing the answer to the question Who Owns The Data is the first step in evaluating the quality of data. Generally, data ownership can be divided into three categories: 1st party, 2nd party, and 3rd party.
1st party means that you are the owner of the data. Data in such cases is extracted from CRM systems, your website visitors and so on. Ideally, 1st party data is the best quality data because it is your data, which means that it is reliable. Additionally, it doesn’t cost you anything.

Next is the 2nd party data. This data belongs to someone else with whom you are in direct touch. For instance, it might be your digital marketing agency who manages the marketing for you. Or it might be a marketing tool. Although this type of data is close to the first-party data in terms of quality, it all sums down to the level of transparency that you have with the second party.
The last category of audience data is 3rd party data which is obtained from an unknown party of origin. Since you are not sure of the exact whereabouts of this data, this data cannot be considered as high-quality without investigating.

Mechanism

The next factor which determines the quality of audience data is the technology through which it is obtained. Is it obtained through the browser cookies, or fingerprinting technology? Or does it come from a native database like that of Facebook Google, and the like?

It is important to mention that the data collected from native databases is the highest quality as it is the first-party data. On the other hand, audience data developed through cookies is the lowest quality data as almost 50-75% of cookies decay within 30 days, and do not hold true,

Methodology

The way through which the audience data is collected also has an everlasting impact on its quality. Generally, data is gathered in three ways:

Declared

This data is explicitly disclosed by customers, users, and visitors. The data is generally in the form of profile information, survey answers, age, household income, religion, language and the like. Since the data is provided by the audiences themselves, this data is highest in quality.

Inferred

This data is based on educated guesses about a certain attribute or characteristic of audiences. For instance, a publisher who runs a website for girls and women could collect and categorize data based on teens, working women, married women, and so on.
Apparently, this is not an accurate way to infer and conclude. This is what makes this data not as high in quality as the declared data.

Modeled

Modeled data is similar to inferred data in which companies create look-alike or behave-alike data based on the conclusions derived from declared data and inferred data.
Naturally, the data obtained this way is not quality data either.

Other important factors through which you can determine the quality of audience data is its cost and its freshness. It is a no-brainer that aged data won’t hold any significance in current times.

How Audience Data is typically priced?

Most audience data APIs price their data based on the following metrics:

  • The composition of the audience data - For instance, first-party data will cost more.
  • The freshness of the data - Undoubtedly, old or stale data is available at a fraction of the cost of the fresh data.
  • Scales (The number of platforms and devices that the audience data is extracted from)

What are the common challenges when buying Audience Data?

When buying audience data, the number one concern that most marketers face is data accuracy. According to a study, only 20% of marketers who purchase audience data seem to be confident of its accuracy. Another 68% of them were somewhat confident. The other 12% were either slightly confident or not confident at all in the accuracy of the data that they purchase.

Undoubtedly, purchasing data from an audience data vendor and ensuring that it is what you are looking for, is reliable, and accurate is important. This is because audience data serves as a starting point for various campaigns and strategies, and if this goes wrong – it is likely that you won’t be able to achieve the goals.

What to ask Audience Data providers?

Before buying data from an audience data provider, here are a few questions that you must ask:

  • How do you collect data? What is your primary business model?
  • Is the audience data provided by you properly permissioned? Which rules and regulations do you stick to?
  • How is the data sourced?
  • Was the data modeled? What was your objective behind this?
  • How do you verify the quality of data?
  • How old is the data?

Who are the best Audience Data providers?

Finding the right Audience Data provider for you really depends on your unique use case and data requirements, including budget and geographical coverage. Popular Audience Data providers that you might want to buy Audience Data from are Oracle Data Cloud (ODC), OnAudience, Lotame, Sirdata, and Fyllo.

Where can I buy Audience Data?

Data providers and vendors listed on Datarade sell Audience Data products and samples. Popular Audience Data products and datasets available on our platform are 3rd Party Data Audiences by Acxiom, Custom Audiences by StartApp, and Custom Audiences by Retargetly.

How can I get Audience Data?

You can get Audience Data via a range of delivery methods - the right one for you depends on your use case. For example, historical Audience Data is usually available to download in bulk and delivered using an S3 bucket. On the other hand, if your use case is time-critical, you can buy real-time Audience Data APIs, feeds and streams to download the most up-to-date intelligence.

What are similar data types to Audience Data?

Audience Data is similar to Demographic Data, Social Media Data, Consumer Credit Rating Data, Mobile Audience Data, and Consumer Panel Data. These data categories are commonly used for Audience Targeting and Audience Data analytics.

What are the most common use cases for Audience Data?

The top use cases for Audience Data are Audience Targeting, Audience Insights, and Audience Segmentation.

Categories Related to Audience Data

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Popular Audience Data Use Cases

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Featured Top Lists for Audience Data

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