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2022 Global Customer Engagement Review

Third-party data use sees growth amidst demand for quality data

Third-party data use sees growth amid demand for quality data

Singapore – Third-party data use has been growing globally with a 25% increase in global use noted on the use of high-quality third-party data, according to Lotame. This is despite the fact that advertisers are indeed augmenting first-party data with third-party data to provide volume and reach as reflected by The IAB State of Data Report 2021. 

In the Asia-Pacific region, Australia drove the highest growth within the APAC region and ranked in the top three markets for highest growth globally throughout 2021, followed by India.

The data also noted that there have been significant year-on-year growth across some audience segments in APAC, namely Philippines ‘Job Seekers’ (1,788%), Australia ‘Cruise Travellers’ (1,449%), India ‘Online Shopping’ (1,059%), Australia ‘Job Seeker’ (365%), and Hong Kong ‘Business Decision Makers’ (153%).

Meanwhile, APAC markets that have yielded some of the highest year on year growth during the second half of 2021 include Singapore (137%), Japan (99%), Taiwan (16%), India (11.27%), Australia (7.7%), and the Philippines (6%).

Zuzana Urbanova, head of data solutions for APAC at Lotame, said, “First-party data strategies have been put through real stress tests. Our all-encompassing approach equips marketers and publishers with high-quality data to enrich and inform prospecting, data sharing, modelling and analytics. The end benefit is making better use of first-party data to get to know customers more fully and drive new business.”

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