By: Rilee Sellers, Senior Director of Agency Account Management
Access to quality, trusted third-party data has never been more important when it comes to achieving marketing goals around both retention and acquisition. However, not all third-party data sources are created equal.
So, what should partners be asking when looking for a data partner that can help them achieve their goals, both today and going forward into the post-cookie, privacy-first future? Here’s your checklist.
Is your third-party data interoperable?
The data-driven marketing landscape is undergoing an unprecedented transformation right now, as marketers lose access to many major once-relied-upon identifiers (including the third-party cookie). The landscape will continue to be a turbulent one in the coming years, and that’s why interoperability—particularly across the ever-expanding array of alternate identifiers—should be a key consideration for marketers looking to ensure their third-party data investments have longevity.
Is your third-party data compatible across platforms?
Quality third-party data needs to be flexible and able to play within today’s fragmented technology landscape. For that reason, marketers need to seek out data sources that will be available to them across major platforms, from DSPs to DMPs and from CDPs to social platforms (and beyond).
Is your third-party data globally applicable?
From a privacy standpoint, things are only going to get more complicated within the evolving regulatory landscape. Today’s companies, especially those with global footprints or global aspirations, need to seek out data vendors that understand and adapt to regional complexities and ensure their third-party data is compliant wherever it’s being put to use.
Does your third-party data have cross-vertical applications?
Third-party data should also be versatile. When seeking data partners, marketers should look for companies that operate across a wide variety of verticals, including both B2C and B2B. Especially now that consumers’ personal and professional lives have become so intertwined, quality third-party data partners should be able to translate consumer attributes to business audiences, and vice versa.
Is your third-party data certified by trusted industry parties?
As marketers well know, it’s important to invest in quality when it comes to data. One way to do that is to look for certified audience data that’s been put to the test by independent parties like IAB and Neutronian.
Will your third-party data still be relevant in a post-cookie landscape?
Even though Google has delayed its timeline for third-party cookie deprecation, marketers need to be getting ahead of the inevitable moment when third-party cookies become irrelevant—because this is a process that’s well underway already. Now is the time to be future-proofing data strategies. In that regard, marketers need to ensure their third-party data partners have a good roadmap in place for a post-cookie reality.
Eyeota is pioneering the future of trusted, quality third-party data. Want to learn more? Contact our audience specialists at datadesk@eyeota.com for more information.
