.png)
AdAge: Building an unbreakable data supply chain in a cookieless world
- Editorial Team
- May 8
- 1 min read
One of the overriding challenges in the digital marketing landscape is the prevalence of poor quality and inaccurate third-party data. A Truthset study spanning 15 data brokers finds email and postal address matches that underpin ad targeting and audience measurement are right only 51% of the time. In addition to the quality shortcomings of third-party data, its use can raise privacy law compliance challenges since it's often old, of questionable provenance, may have been collected with little or no user transparency and is available to anyone with a checkbook.
