Data management platforms (DMP) often offer third-party data that you can match against the cookies or mobile device IDs of users you’re targeting. This outside data helps you add more attributes for that user, for better ad or content targeting.
The problem, though, is whether the outside data is any good.
DMP Lotame has now announced an exclusive partnership with market research firm Survata to rate that data with user surveys by those segments. The companies say this pilot of Segment Validation is, to their knowledge, the first of its kind.
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Author: Barry Levine
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