Third-Party Data

The Short Answer

Third-party data is collected by an entity that has no direct relationship with the individual, then aggregated and made available to other businesses. A consumer data graph like Exact Match's is a third-party data source: it supplements a company's first-party data with additional identifiers, behaviors, and attributes gathered from a broader ecosystem of sources.

How It Works

A third-party data provider aggregates identifiers, behaviors, and attributes from a broad ecosystem of sources, none of which are the business ultimately using the data, then makes that aggregated data available for licensing or platform access.

Why It Matters

Third-party data supplements what a business already knows from its own first-party data, extending reach into people it has never directly interacted with. A consumer data graph like Exact Match's is a third-party data source used this way.