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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Brands can struggle to find value from third-party providers.
Managing multiple data sources.
Lack of transparency.
Data privacy limitations.
System integration challenges.
Integrating data effectively leads to more successful marketing results.
Adding third-party data to your own enriches customer profiles, giving you more meaningful insights that can be used to improve personalization and engagement rates.
Additional insights provided by third-party data can be used for demographic, behavioral, and contextual targeting, which can lead to higher engagement.
Third-party data can reveal new audience segments outside your core customer segments, or help you find audiences that behave similarly to your core customers.
Data from third-party sources can be used to lift more than your paid media campaigns. You can enhance web or app experiences, personalize email offers, and gather better insights on audiences with an analytics solution.
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.
Innovative brands are capitalizing on third-party data to complete audience profiles and deliver relevant experiences.
"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
"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
Can third-party data help with personalization?
When a DMP runs well, it displays personalized 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 behavioral 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 offline purchases, call-center 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 data sets are available in Adobe Audience Marketplace?
We provide data from leading providers such as Nielsen, Acxiom, and Lotame. You can acquire data sets specific to your industry and gain insights into online and offline behaviors, demographics, spending behaviors, affinities, and more.