Power, Precision, and Privacy: The Value of Third-Party Data

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By Donna Fintzi, Datonics Business Development Manager

Over the last couple of years, industry chatter has demonstrated uncertainty about what the future of third-party data will look like. Unease over bad actors, new and pending regulations, and increasing consumer skepticism has created heightened anxiety surrounding the viability of third-party data. Despite concerns, it’s clear that third-party data remains a vital tool. According to the Winterberry Group, brands in the United States continued to grow their investment on third‐party audience data (and related activation solutions) with total expenditures growing by 17.5% year‐over‐year to a total of $19.174B in 2018. This is because such data is critical in understanding consumers and empowering brands to create meaningful, relevant, and efficient customer experiences.


Datonics, the data division of the AlmondNet Group that was established in 1998, has a long track record of promoting an efficient and, importantly, ethical approach to third-party data. We pride ourselves on the transparency of our data provenance. As industry pioneers and members of the NAI: Network Advertising Initiative, Datonics not only adheres to the current regulatory climate, but actively participates in the conversation surrounding the European Union’s General Data Protection Regulation (GDPR) and the passage of soon to be implemented state laws like the California Consumer Privacy Act (CCPA). This active participation in the conversation about consumer privacy uniquely positions Datonics to empower businesses with the benefits of data-driven marketing while always adhering to the strictest ethical standards surrounding consumer privacy.


As marketing and regulation evolve, so too have the ways in which marketers can utilize Datonics’ data to their advantage. Datonics takes a multidimensional approach to ensure the highest quality data — constantly looking for ways to maximize audience reach while maintaining marketing precision. We do not accept the supposition that there must exist a trade-off between audience scale and performance.


New and compelling use cases at the intersection of first and third-party data, such as CRM enrichment, content personalization, and look-alike modeling, challenge this age-old tradeoff. The combination of first-party CRM data and third-party data allows marketers to get a better understanding of the interests, demographics, and behaviors of their customers in real-time and deliver personalized targeted content at scale. Similarly, look-alike modelling enables an extended, highly precise prospecting reach that previously has not been possible.


We differentiate our services from generic, off-the-shelf, data firms by offering our clients custom audience segmentation, yielding increased ROI compared with standard segmentation (Check out: https://www.datonics.com/the-story-behind-custom-segments for more information).


In the ever more digital ecosystem, it can be difficult for brands to find the right audiences and communicate with customers ethically, efficiently, and effectively. Datonics is here to help. Our commitment to data excellence distinguishes us from the competition and allows to leverage our main advantage – accuracy.