Third-Party Audience Data

What is Third-Party Audience Data?

Third-party audience data is data that can be bought from outside sources which did not originally collect that data. It is collated by large data aggregators who take the data from various different websites where it was originally generated in one big dataset and then sold on. The entity collecting the data does not have a direct relationship with the user whose information is being collected.

How is Third-Party Audience data collected?

Third-party audience data is usually collected by data management platforms (DMPs) or data providers to create targeted profile segements that can then be sold onto companies and businesses for their own use, such as in marketing campaigns. Third-party audience data is collected by taking basic data points and compiling them into segments of a user’s profile to understand their online habits and behavior.

What are the attributes of Third-Party Audience Data?

Third-party audience data can include any information from basic details, such as location and email address, to more detailed information about a consumer’s behavior. Typically a third-party audience dataset will include information that is related so that you receive a specific profile segment about each user. By collecting information from different websites, third party data collectors can put together an accurate profile on a user’s interests and habits by tracking their actions online using cookies.

What is Third-Party Audience Data used for?

Businesses use third-party data because it provides a breadth of information about consumers that can’t be gained from first-party data. This data is used to better understand consumer habits and to provide effective marketing tailored to each user’s own specific interests. Third-party data is therefore integral to many marketing campaigns as it provides a much broader insight into consumers’ habits than first party data is able to.

How can a user assess the quality of Third-Party Data?

The best third party datasets will provide accurate information on consumers’ interests and habits to allow you the best insights into the things they like. Before buying any third-party data, make sure check the data provider’s reviews and ask for a data sample to make sure that their data fits your business’ needs.