Third-party data

Data licensed from aggregators enriches customer profiles and helps build more meaningful experiences. Data comes from a consolidation of sites and apps, blending with owned, earned and partner data to give you a more robust view of your customers.

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Third-party data can come with a few headaches.

 

Brands can struggle to find value from third-party providers.

Managing multiple data sources.

Managing multiple data sources.

Lack of transparency.

Lack of transparency.

Data privacy limitations.

Data privacy limitations.

System integration challenges.

System integration challenges.

Third-party data helps provide the remedy for poor customer experiences.

 

Integrating data effectively leads to more successful marketing results.

Better audience intelligence.

Better audience intelligence.

Adding third-party data to your own enriches customer profiles, giving you more meaningful insights that can be used to improve personalisation and engagement rates.

More targeting opportunities.

More targeting opportunities.

Additional insights provided by third-party data can be used for demographic, behavioural and contextual targeting, which can lead to higher engagement.

Extended reach.

Extended reach.

Third-party data can reveal new audience segments outside your core customer segments or help you to find audiences that behave similarly to your core customers.

Improvement beyond paid campaigns.

Improvement beyond paid campaigns.

Data from third-party sources can be used to lift more than your paid media campaigns. You can enhance web or app experiences, personalise email offers and gather better insights on audiences with an analytics solution.
 

Adobe can help.

Adobe can help.


Adobe Audience Manager ingests third-party data, merging data points with internal and partner intelligence to provide you with the most complete view of your audiences. Quickly and easily build and activate high-value audience segments that can be shared among your teams.


Adobe customers are data-driven marketers.

 

Innovative brands are capitalising on third-party data to complete audience profiles and deliver relevant experiences.

It’s important that we first understand how customer journeys are performing.

"Adobe Target, Analytics and Audience Manager work together for us…to give us the understanding of why, how and what type of audiences react in different ways."
— Didrik Fjelstad, VP Brand and Marketing, SAS

It's critical for us to give a good experience prior to [a] trip.

"With Audience Manager, we manage to create a more consolidated approach to treat our customer "Digital today enables us to work with much smaller, much [more] granular target groups that you can deliver more relevant and much more concrete messages."
— Jasper Graf von Hardenberg, Executive Strategy Director, C3 Creative Code and Content GmbH

Third-party data FAQs.

Can third-party data help with personalisation?
When a DMP runs well, it displays personalised content on websites, emails, mobile apps and informs paid media buys. It can target advertising for your customers as well as look-alikes — audience segments with similar demographic or behavioural attributes.

Are private data sources our only option for third-party data?
No. Public sources, such as government databases, can provide critical information that can reveal lifestyle interests, buying cycle and more.

Why is first-party data crucial to making third-party data pay off?
While third-party data helps to create a 360-degree view of your customers, your first-party data allows you to differentiate your brand from competitors using the same third-party data. Having first-party data also enables you to use third-party data to improve intelligence for existing customers.

Does third-party contain only digital interactions?
No. Third-party data can be collected from more than just digital touchpoints. It can represent real-world interactions such as off-line purchases, call-centre activity or direct-mail campaigns.

Can Adobe connect me to third-party data providers?
Yes. Audience Marketplace, a data exchange in Audience Manager, is an exclusive marketplace where advertisers and publishers can license third-party data from aggregators. Through server-to-server integrations with Audience Manager, data providers can set up routine data transfers every 12 hours.

What third-party datasets are available in Adobe Audience Marketplace?
We provide data from leading providers such as Nielsen, Acxiom and Lotame. You can acquire datasets specific to your industry and gain insights into online and off-line behaviours, demographics, spending behaviours, affinities and more.

Let's talk about what Adobe Experience Cloud can do for your business.

Let's talk about what Adobe Experience Cloud can do for your business.