According to a survey by Datonics, more than half of digital marketing campaigns use third-party data from an average of almost 12 providers.
Despite upcoming privacy regulations and the deprecation of third-party cookies, third-party data is a crucial targeting tactic for marketers who want to diversify their investments.
The survey revealed that respondents' top three categories of third-party data are behavioral data, interest intent, and demographic information.
- Audience size is the most critical factor when selecting data service providers for marketers.
- The survey also found that 69% of respondents are concerned about disruptions to their data strategies from privacy, technological, or legal changes.
- Marketers are exploring other options, such as data clean rooms and retail media, to refine targeting and address challenges such as audience duplication and interoperability.
- As new privacy regulations and changes like the deprecation of third-party cookies come into effect, marketers must adapt their strategies to reach large audiences effectively.
