Third-Party Data Still Reigns Supreme in Programmatic Marketing, Survey Finds


Datonics, a digital data pioneer, has released the results of its Programmatic Audience Targeting Survey, shedding light on the use of third-party data in the programmatic ecosystem. The survey collected input from over 400 media strategists, planners, and buyers to explore the types of data used, factors in selecting a data provider, and data strategy planning initiatives.

According to the survey, third-party data continues to be an integral part of digital marketing strategy and execution, with 53% of respondents citing the use of third-party data in campaigns from an average of 11.9 data providers. The study also revealed the factors that media strategists consider when selecting data, with accuracy and relevancy being the most important.

“Third-party data remains extremely valuable to brands because of its unique ability to address various factors that other types of data such as zero, first, and second-party data can’t due to scale limitations,” said Michael Benedek, CEO, Datonics.

Datonics’ survey also explored data strategy planning in the face of technological evolutions, such as the deprecation of third-party cookies and loss of signal identifiers, as well as new privacy regulations. The survey found that the majority of media strategists, planners, and buyers are fairly concerned or more about industry changes when it comes to data strategy.

“The digital marketing industry is among the fastest evolving business sectors out there. We are used to change and being agile,” said Benedek. “With new technologies such as data clean rooms, identifiers and other data sources, marketers are looking to scale their audiences in new ways with third-party data.”

Datonics data is built on over 300 million monthly users covering 90% of North America, aggregated from a network of online websites and best-in-class specialty data partners, including 1,300 segments of search, intent, life-stage, behavioral, B2B, demographic, point-of-interest, and past purchase segments. Datonics also offers an unlimited number of custom segments that can be built from keywords or location visits.

The Programmatic Audience Targeting Survey underscores the continued demand for third-party data in the digital marketing and programmatic ecosystems for the special value it brings. It is still the data that marketers are relying on to help them reach new audiences and acquire customers. The full report is available on Datonics’ website for those interested in learning more about the survey’s findings.

What's your opinion?