Third-Party Data (Purchased Audience Data)
Data collected by outside companies about people your business has no direct relationship with.
…We limit reliance on third-party data given ongoing privacy and browser restrictions, favoring owned data wherever possible.…
What it means
Third-party data is information collected by outside entities with no direct connection to the user, then aggregated and sold to marketers for audience targeting.
It has historically powered broad ad targeting at scale, but browser and platform privacy changes have made it steadily less reliable and less available.
Expands reach beyond your own audience
It can help find new prospects who look like your existing customers.
Increasingly restricted
Privacy regulations and browser changes are phasing out much of the third-party data ecosystem.
Less precise than owned data
It’s inferred and aggregated, so it’s generally less accurate than data from direct customer relationships.
DNA's Take: We still use third-party data for targeted prospecting where it makes sense, but we build every strategy to reduce long-term dependence on it as the landscape shifts.
Talk to our team