Identity Graph

An identity graph is a database that stores information about individuals and their online activities. This information can include data points such as name, email address, physical address, and IP address. The identity graph can also track the online activity of individuals, such as the websites they visit, the searches they perform, and the ads they click on. It is used to provide a 360-degree view of an individual so that marketers can better understand their needs and interests.

1st party data

First-party data is information your company collects and owns about your audience through your own sources – website visitors, customers, social media followers or surveys. This includes all information you have, including email addresses, phone numbers, physical mailing addresses, IP addresses, interests, etc. By using 1st party data, you can deliver personalized experiences and display highly relevant ads to your target audience.

Second party data

Second party data is information that you did not collect yourself. It can provide you with access to information and insights that you couldn’t get from first-part data alone. It is often used between trusted partners who share audience insights that can be beneficial to both businesses. 2nd party data information is often the same information as 1st party data, simply provided by another part. It is most often obtained by purchasing it from a data provider. Second party data is usually higher quality than third-party data, since it comes from the party that collected it.

Third party data

Third party data is data that comes from outside sources that are not the original collectors of that data. Third-party data often comes from a variety of sources across the web, which is aggregated, segmented, and sold to companies for their own advertising use. Third-party data is bought and sold programmatically. The benefits are larger volume and broader scope of data. It is most powerful when combined together with your 1st party data.