Third-party data is used in the majority of digital marketing campaigns—more than half (53 percent) of respondents in new survey research say they use of third-party data in campaigns. The new research from digital data pioneer Datonics explores the use of third-party data in the programmatic ecosystem, and ranks the importance of various factors when selecting data.
The firm’s Programmatic Audience Targeting survey, which gathered input from more than 400 media strategists, planners and buyers, reveals that third-party data remains an integral part of digital marketing strategy and execution. The study explores the types of data used, factors in selecting a data provider, and data strategy planning initiatives.
“Third-party data remains extremely valuable to brands because of its unique ability to address various factors that other types of data such as zero, first and second-party data can’t due to scale limitations,” said Michael Benedek, CEO of Datonics, in a news release. “Our study demonstrates the continued demand for third-party data in the digital marketing and programmatic ecosystems for the special value it brings. It is still the data that marketers are relying on to help them reach new audiences and acquire customers.”
The survey also explored data strategy planning that advertisers are doing in light of technological evolutions such as the deprecation of third-party cookies and loss of signal identifiers, as well as new privacy regulations. The researchers found that the majority of media strategists, planners and buyers (69 percent of respondents) are at least somewhat concerned about an industry change when it comes to data strategy.
“The digital marketing industry is among the fastest evolving business sectors out there. We are used to change and being agile,” said Benedek. “With new technologies such as data clean rooms, identifiers and other data sources, marketers are looking to scale their audiences in new ways with third-party data.”
