Third party data isn’t dead or even dying: in fact, 78% of companies plan to increase their data acquisition budget in 2021, according to this Explorium study. Demographics, company, financial, and anonymized individual data are the most common purchases, while business intelligence, advanced analytics, and predictive models are almost tied as the most common applications.
A cyber crime intelligence firm discovered that a mass of personal data from a Facebook breach in 2019 has been published online, exposing more than half a billion people. Information includes names, phone numbers, email addresses, biographical information and location data. While Facebook can’t do anything about the data reveal, it could alert users, since they are now easy targets for scams and identity theft.
Small companies are heavily focused on personalization while bigger ones worry more about identity resolution, according to this Neilsen report. Fewer than 20% of all sizes are very confident they have the right martech, between a quarter and a half plan to increase martech spend in the next year, and bigger companies are much more interested in second party data. Good stuff.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.