At A Glance
Third-party data has moved from a fast-growth, loosely governed environment into one defined by trust, transparency, and compliance. Marketers are now looking for partners with institutional experience and rigorous data standards—not opportunistic providers chasing short-term gains. The brands that win will treat responsible data sourcing as the foundation of their customer strategy.How third-party data has changed and why it matters in 2025
For years, third-party data operated in an expansive, lightly regulated marketplace: fast-moving, high-growth, and filled with players eager to capitalize on digital marketing’s demand for audience insights.
That era is over. Regulatory scrutiny, stricter compliance standards, and rising consumer expectations have already transformed the market. Today, third-party data belongs to partners with proven expertise and built-in compliance. This isn’t a space for opportunistic newcomers; it’s one that rewards long-term commitment and trust.
Even the rapid rise of retail media networks (RMNs) reflects this shift. These platforms are built on long-standing, trusted relationships between brands, retailers, and data partners, utilizing that foundation in new ways to reach audiences responsibly and effectively.
The best providers have already made this transition; those still “shifting” are catching up.
From growth to governance: A market defined by accountability
The third-party data ecosystem has matured. After years of rapid expansion and recalibration, the market has stabilized around a new standard: data quality and regulatory accountability.
Third-party data enriches first-party insights with attributes such as income, gender, and interests that round out the customer view. But when the industry grew unchecked, unreliable providers diluted quality and trust. This resulted in a decline in the overall value and reliability of the third-party data marketplace.
That breakdown led directly to today’s privacy laws, now active across more than 20 U.S. states and numerous countries worldwide. These regulations reflect a permanent consumer expectation: relevance delivered responsibly. Consumers aren’t rejecting personalization; they’re rejecting how it’s been done in the past. They still want relevant, tailored experiences, but they expect brands to deliver them through ethical, transparent data practices.
Does third-party data still matter in a privacy-first era?
Third-party data isn’t disappearing, if anything, it’s become more important. Brands will always need additional insight to deepen customer understanding; first-party data alone only reflects what’s already known.
The industry has entered a mature phase where data quality and compliance are table stakes. The companies leading today built their data infrastructure on rigorous standards, regulatory foresight, and transparent governance.
That same foundation powers the next wave of innovation, including the explosive growth of RMNs. RMNs rely on responsibly sourced third-party data to enrich shopper insights, validate audiences, and extend addressability beyond their own walls. Trusted data partners make that expansion possible, connecting retail environments with broader media ecosystems while maintaining privacy and accuracy.
High-quality, compliant third-party data remains essential because it:
Fills knowledge gaps
Good third-party marketing data complements first-party insights with demographic, behavioral, and transactional context, providing the missing puzzle pieces to complete the full customer profile.
Improves accuracy
Filling in gaps in customer understanding helps you identify, reach, and engage your customers more effectively. This helps improve the delivery of relevant messages and offers to your customers and prospects across channels.
Builds connections
Third-party data helps brands build loyalty with consumers by speaking to their interests, and intent behind purchases.
Fuels prospecting
Third-party data can help you find your best prospects. By enriching customer files, you can understand who your best customers are, and how to find more of them. By modeling this data, you can determine who your best customers are and source prospects similar to them.
Advancements in AI and machine learning are reshaping how this data is used across the ecosystem. What was once primarily a buy-side tactic is now expanding into the sell-side, where publishers and platforms are using data to curate, package, and activate audiences more intelligently. As AI enhances modeling accuracy and automation, third-party data will play an even greater role in connecting brands and consumers in more meaningful, privacy-conscious ways.
The bottom line: it’s not about having more data; it’s about having better, verified data you can trust.
How can you spot a trustworthy data partner?
The strongest third-party data partners demonstrate accountability through experience, infrastructure, and integrity.
Look for providers that:
Operate with clear data principles
Trustworthy partners publish and follow codified data principles that guide every step of data handling. Experian adheres to a set of global data principles designed to ensure ethical practices and consumer protection across all our operations.
Treat new privacy regulations as routine
For mature providers, evolving privacy laws are routine, not disruptive. At Experian, privacy and compliance have long been built in. Every partner and audience goes through Experian’s rigorous review process to meet federal, state, and local consumer privacy laws. Decades of experience have shaped processes that emphasize risk mitigation, transparency, and accountability.
Stay deeply connected
Leading data companies maintain deep relationships with technology partners and industry and regulatory groups to ensure that ethical data practices are put into practice and their customers are aware of platform-specific regulations. Experian’s relationships with demand-side platforms (DSPs), supply-side platforms (SSPs), and even social platforms like Meta, ensures we are aware of any platform-specific initiatives that may impact audience targeting. We’re also active participants in many trade groups to ensure that the industry puts ethical data practices in place to ensure consumers still receive personalized experiences but their data usage and collection is opt-in, transparent and handled with their privacy at the center of the transaction.
Have a proven track record in the industry
Longevity matters in a regulated and compliance-driven industry. Providers that have thrived through economic cycles and regulatory shifts are the ones equipped for the future. The ability to source high-quality third-party data is core to their business, not an afterthought. Our data is ranked #1 in accuracy by Truthset, giving our clients confidence that every decision they make is backed by the industry’s most reliable insights.
Why the future of third-party data depends on accountability
The third-party data industry has already crossed the threshold from expansion to accountability. The companies leading this era have established their credibility through governance and proof. The future belongs to providers that:
- Build with regulatory foresight
- Maintain rigorous quality assurance
- Prioritize partnership over profit
The Wild West days are long gone. The third-party data ecosystem is now defined by stability, transparency, and shared responsibility.
Partner with Experian for data you can trust and results you can prove
When accuracy and accountability define success, you need a partner built on both. Work with the company that’s setting the standard for responsible data-driven marketing and helping brands connect with people in meaningful, measurable ways.
Get started
About the author
Jeremy Meade, VP, Marketing Data Product & Operations, Experian
Jeremy Meade is VP, Marketing Data Product & Operations at Experian Marketing Services. With over 15 years of experience in marketing data, Jeremy has consistently led data product, engineering, and analytics functions. He has also played a pivotal role in spearheading the implementation of policies and procedures to ensure compliance with state privacy regulations at two industry-leading companies.
FAQs
Third-party data is information collected by organizations that don’t have a direct relationship with the consumer. It supplements first-party data by adding demographic, behavioral, and interest-based insights.
Privacy regulations are reshaping data practices because consumers expect control over how their information is used. That expectation led directly to today’s privacy laws, now active across more than 20 U.S. states and numerous countries worldwide. These regulations reflect a permanent consumer expectation: relevance delivered responsibly. Consumers aren’t rejecting personalization; they’re rejecting how it’s been done in the past. They still want relevant, tailored experiences, but they expect brands to deliver them through ethical, transparent data practices. Laws like the CCPA and state-level privacy acts enforce this expectation, holding brands and data providers accountable for the ethical use of data.
Yes, brands can still use third-party data safely when sourced responsibly. Partnering with established, compliant providers like Experian ensures both legal protection and data accuracy.
Experian adheres to a set of global data principles designed to ensure ethical practices and consumer protection across all our operations. At Experian, privacy and compliance have long been built in. Every partner and audience goes through Experian’s rigorous review process to meet federal, state, and local consumer privacy laws. Decades of experience have shaped processes that emphasize risk mitigation, transparency, and accountability. Experian’s relationships with demand-side platforms (DSPs), supply-side platforms (SSPs), and even social platforms like Meta, ensures we are aware of any platform-specific initiatives that may impact audience targeting. We’re also active participants in many trade groups to ensure that the industry puts ethical data practices in place to ensure consumers still receive personalized experiences but their data usage and collection is opt-in, transparent and handled with their privacy at the center of the transaction.
Marketers should look for transparency, longevity, and evidence of compliance when looking for a data partner. The best partners can clearly explain how their data is sourced, validated, and maintained. Read Experian’s guide on how you can swipe right on the perfect data partner here.
Latest posts
It is time for us to polish off our crystal ball and give our predictions straight from consumers’ fingertips for the hot products of the 2012 holiday season. Gadgets will reign across many ages Tablets including LeapPads, Tabeos, iPads, Kindles and others will continue to be a popular gift this year, with more choices than ever. On the list of top product-related search terms driving traffic to the Retail 500 category of sites, Kindle Fire HD and Windows 8 top the list as new products. Additionally, Meep!, a child friendly tablet appeared in the top fifteen. Accessories for both phones and tablets will also be popular, especially as the variety grows for iPhone 5 and iPad Mini. A reoccurring favorite gift for the holidays is UGGs which shows a decrease year over year. However, another brand with a similar product is Bearpaw, which is in the top ten searches and has seen big growth year over year.Source: Experian Hitwise Dolls, video games and Furbys, oh my! To identify the popular toys for gifts this year, we researched product-related search terms driving traffic to ToysRUs.com compared to last year’s holiday season. We uncovered trends in the doll category, Doc McStuffins as number one on the list, along with the classic Barbie, which saw a growth in searches year over year. The Furby is making a strong comeback at the number two spot with a reboot and new features. Another trend here is tablets, from branded searches like LeapPad and Kurio there is also the generic term ‘tablets for kids’. In the video game category, the new Wii U that is debuting just in time for Black Friday and should be a big gift this year, along with searches for PS3 games and the Nintendo 3ds xl are all in the top 20 searches.Source: Experian Hitwise Keywords of the consumer to identify demand Beyond product names, it is important to understand the actual way people search, using key phrases and questions. Last year, for example, there was a lot of activity around ‘in-stock’ products, such as the LeapPad explorer, which was hugely popular and quickly sold out in many stores. Retailers and marketers should monitor this throughout the season and make sure to optimize for in stock if there is a popular product that they have available.Source: Experian Hitwise Consumers also focus on what is the ‘best’ – so we see search activity around ‘best place to buy’, particularly around electronics. Questions such as ‘where to buy a’ specific product are also common, such as ‘where to buy a kindle’. These phrases offer opportunities to boost search campaigns by considering how consumers phrase their questions to ensure to capture these searches.Source: Experian Hitwise Quick tip: In the retail category there will tend to be a lot of retail branded store terms but to keep up with holiday search behavior and help make analysis quick, create portfolios of branded terms to easily exclude those from a certain category. When you strip out all the variations of that term you are able to gain insight into product searches that are most popular to a certain site or category. For more insight on the hot product trends for this year from our Hitwise trend-spotters, watch our webcast. Contact us today
My Experian Marketing Services’ colleagues and resident data experts Bill Tancer and Marcus Tewskbury answered the above question for marketers during our recent 2012 Holiday Planning Webinar. The webinar recapped key 2011 holiday marketing results, plus featured trends, benchmarks and recommendations for a successful and profitable 2012 holiday shopping season. Here are a few cool facts: For the first time, last year’s Cyber Monday beat Thanksgiving Day as the busiest online shopping day of the year Facebook and Pinterest were the top traffic sources to the Experian Marketing Services Retail 500 Pinterest visitors most often went to etsy.com and amazon.com from the pinterest.com site Dynamic content in emails can drive up to a 70% lift in open rates Tying web, email and in-store promotions together enhances the shopping experience and improves sales The bottom line is that marketers need to understand where there customers are, when they are there, and what they are doing. Armed with that knowledge, you can deliver personalized and targeted holiday messages that are sure to make this shopping season merry and bright (and profitable!). View the webinar to learn more. Contact us today
The NCAA basketball tournament tipped off this week much to the delight of fans across the United States. Supporters who have truly caught March Madness often follow more than one game at a time, especially during the first week of the tournament play. Thanks to simulcast streaming of games online and via mobile apps, die-hards are better equipped to keep track of multiple games at once. Those who stream games online live in every corner of the country, but some locales are more likely to log on for their March Madness fix than others. According to Experian Simmons, you are most likely to be streaming the game online if you live in one of these markets: Contact us today