If you’re going to come back to the world as a type of data, don’t come back as third-party data.
Third-party data, which is collected in practically every way except in a direct contact between brand and its customers, is falling out of favor, and fast. This is because it’s fighting the new General Data Protection Regulation (GDPR) restrictions from Safari and Chrome, Apple and Google’s browsers, respectfully. In general, brands feel that third-party data isn’t very high quality.
A common refrain among some data providers in this apparently new era for customer data, particularly Customer Data Platforms (CDPs), is that first-party data is the kind that brands should want to focus on.