Don’t hate 3rd party data

The backlash against third party data is due, in part, to the fact that it’s not handled being used correctly. There’s no point in taking 3rd party data at face value – it needs to be interrogated, systematically tested and evaluated. The issue is that for most buyers that generally requires activation i.e. through buying against it in a DSP. If you have a data management platform, DMP or something more powerful like a CDMP then you may be able to test without activation. This is gold, because brands can profile their first party data to validate the value. However the biggest barrier to all of this is the impact of the Google and Facebook walled gardens – which requires some smart strategies to overcome.