Many Marketing Activities Rely on Third Party Data

Third-party data often comes from cookies, but providers also get data from websites, social media profiles, apps, and surveys with consumer information — all of which comes at a cost. That data includes things like names, email addresses, purchasing behavior, web browsing history, etc. And the companies that collect it are in big business; but they’re not just selling data. Google and facebook collect massive amounts of consumer data and generate revenue by selling ad space to brands selling products or services.

Third-party data is hugely influential in the marketing sphere. It makes many day-to-day marketing activities possible, including:

Programmatic advertising
Seo and keyword research
Social media advertising
Targeting and retargeting ads.

Audience building and segmentation

If you’re one of the businesses who relies heavily on third-party data for successful marketing, you’re not alone. Marketers across industries and company sizes are in the same boat. Our research found that 42% of marketers say their organizations purchase data from outside sources like google or facebook. These days you have two choices: you can fight against rapidly changing data accessibility and legality, or you can go with the flow and rely on your own data instead.

After conducting the research, three distinct attitudinal segments emerged: independent, data-reliant and concerned respondents. We found the data-reliant group is more likely than independent and concerned marketers to have pursued any of the above marketing activities in 2021, making it extra important for them (and other marketers that relate) to evaluate current data practices.

Data-reliant respondents are investing in areas

Where they can start putting a plan in CU Lists place to collect their. Own first-party data, as well as being able to follow the full. Customer journey. The more we as marketers can flesh out our plan to move from first to third-party. Data, the better we can adjust to the changing market.

Even though google chrome has 63% market share, all marketers have seen some. Type of change in their data because the remaining 27% of the market. Has already made the jump to cutting out third-party cookies.

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