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What is third party data?

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Published on May 4, 2023 by Iron Brands

Third-party data refers to information collected by an entity other than the one you directly interact with or share your details with. It's typically gathered by companies specializing in data collection and then sold or licensed to other businesses for various purposes, like marketing, audience targeting, or product development.

For example, imagine you frequently shop at an online store for clothes. The store, which directly collects your purchase history and preferences, has first-party data about you. Now, let's say this store wants to target a broader audience for their upcoming sale. They might purchase third-party data from a data provider that aggregates information from various sources, like browsing habits, social media activities, or other online behaviors.

The store can then use this third-party data to create targeted marketing campaigns to reach potential customers who might be interested in their products but haven't yet engaged with the store directly. However, it's important to remember that the use of third-party data comes with privacy concerns and can be subject to regulations like the General Data Protection Regulation (GDPR).

In summary, third-party data is information collected by an external entity and often used by businesses to enhance their marketing, targeting, or product development strategies. While it can provide valuable insights to help reach a wider audience, responsibly handling third-party data and ensuring privacy compliance is crucial.

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