Reference / Glossary / Targeting and data
Third-Party Data
Audience data collected by a company with no direct relationship to the user and sold to many buyers, typically through DSP data marketplaces at a CPM surcharge. Providers include Experian, Acxiom (LiveRamp), Oracle (exited in 2024), and hundreds of specialists. Third-party segments depend on cookies and device IDs for delivery and on inference for accuracy, and both have degraded. Agency Echelon's free audience finder indexes segments from major providers.
Used in The Signal
Cite this entry:
Agency Echelon. "Third-Party Data." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/third-party-data/