Moving into the post-cookie future, the ability for marketers to tap into quality, trustworthy sources of third-party data is going to be more important than ever as marketers look to fuel both their retention and acquisition efforts. While there are a lot of options in the market when it comes to third-party data sources, not all of them are created equal.
So, what should brands and agencies be looking for when it comes to a high-quality third-party data partner? Here are the key criteria to evaluate.
Trust
As the global privacy environment evolves and new regulations take effect, we’re moving into a privacy-first digital landscape where trust is going to be more important than ever. From a data provider standpoint, there are a few key ways in which companies establish trust with clients and prospects.
Trust begins with the establishment of a strong brand reputation within the marketplace—a process that takes time and commitment on behalf of a data company. Founded in 2010, Eyeota has been building its reputation as a globally trusted source of high-quality digital audiences for more than a decade. Our 2021 acquisition by Dun & Bradstreet represented a coming together of trusted names in data, with D&B serving as a category leader in B2B data and one of the pillars and progenitors of the American business intelligence industry.
Beyond our strong brand reputation, Eyeota believes another necessary step to building trust in data lies with certifications by independent parties. For example, Eyeota was one of the first companies globally to achieve certification from the IAB Tech Lab for its Data Transparency Standard Compliance Program. We were also recently ranked No. 1 in Global Data Privacy Scores by Neutronian, an independent data verification and certification platform. Previously, Eyeota was awarded with one of the first Neutronian Certification Badges for its Eyeota Branded Segments.
Certifications such as these are recognition of other hallmarks of trust when it comes to data practices, particularly when it comes to the establishment of benchmarks and transparency. Third-party data providers should always be willing and able to set expectations with their customers around the quality and accuracy of their data, as well as where that data originates and how it is acquired.
Stability
Beyond trust, marketers need to evaluate their third-party data partners as it relates to stability. In a fast-evolving digital marketplace, we often see the rapid emergence and decline of certain data practices and business models, but marketers can’t afford to be hitching their data strategies to partners that aren’t built to stand the test of time. A company’s history, global footprint, and role with industry associations and leadership are important elements to consider in this regard. For example, Eyeota’s EU roots and global footprint have positioned our company as a leader in privacy compliance at a time when privacy is emerging as the new north star within the digital landscape. We take that position seriously and regularly collaborate with leading global associations, like IAB, that are shaping the policies and rules that govern the data-driven marketing industry.
Interoperability
Finally, let’s talk about interoperability—another absolutely essential component of future-proof, third-party data resources. As the digital ecosystem becomes more fragmented and third-party cookies vanish from the landscape, the means by which marketers find and target their audiences across screens, platforms and devices will become more varied than ever. For this reason, third-party data providers must ensure their data is interoperable across any form of identifier, online or offline, incumbent or emergent. Furthermore, third-party data must be interoperable across any form of measurement or analytics standard, as well as across any cloud infrastructure, data sharing framework or endpoint.
Here at Eyeota, we’ve always operated under the premise of data interoperability by enabling brands, data companies and publishers to onboard, enrich and activate data in their platform of choice. We do this via Translate, Eyeota's ID-agnostic technology that is powered by sophisticated integrations, partnerships and industry-leading support.
Eyeota believes that trust, stability and interoperability are the new table stakes when it comes to quality third-party data, and we’re investing heavily in all three areas. Is your data provider?
Eyeota is pioneering the future of trusted, quality third-party data. Want to learn more? Contact our audience specialists at datadesk@eyeota.com for more information.
