Third-party data is information collected by organisations that are not the original source of the user interaction. This data is often aggregated from multiple sites and platforms, providing broad insights into buyer behaviour, demographics, or interests. It can help expand audience reach or enhance segmentation when first-party data is limited.
In B2B marketing, third-party data is commonly used for audience targeting in programmatic advertising, intent monitoring, and ABM campaigns. It helps teams identify accounts that may be researching relevant topics or showing signs of early-stage interest.