Information businesses collect on their audiences and customers. This information belongs to the entity that collected it.
This is first-party data that is obtained from another business, usually a trusted source.
Information on audiences and customers that is gathered by data aggregators and sold to other businesses.
This is a type of first-party data in which the data is collected from the consumer in exchange for something that benefits them.
Serving marketing messaging only to the intended audiences, ie: ShopperSuite sending mail pieces to direct households who visited the website.