Advertisers spent $19.2 billion on third party data back in 2018 and the thirst for it hasn’t gone away. Marketers want to be precise and efficient with their dollars and drive strong performance based on their decisions. Furthermore, while it seems that Big Brother Marketing knows lots about consumers, marketers actually don’t know much at all. At least not the important, juicy stuff about purchase intent and product preference.
So third parties jump in and provide answers. But the problem is as much as digital marketing has lacked transparency and been filled with crooks, the third party data world is potentially even worse. And users of it might never even know.
Better Third-Party Data