Analytics
Third-Party Data
Third-party data is information collected by an entity that does not have a direct relationship with the users. It is aggregated from various sources and sold to advertisers for targeting, though its value is declining due to privacy changes.
Examples
An advertiser purchases third-party data segments of "in-market auto buyers" to target users across display ad networks.
Best Practices
Reduce reliance on third-party data by investing in first-party and zero-party data strategies ahead of continued privacy regulation changes.