An Analysis of Third-Party Data: Definitions, Pricing Mechanisms, and Regulatory Developments

Third-party data is information collected by companies with no direct relationship to consumers and sold or licensed to advertisers. California law defines the entities that collect it as “data brokers.” DV360 documentation shows typical data fees of $0.50 to over $2 per CPM, on top of media costs; The Trade Desk says advertisers using third-party data typically spend nearly 20% of their media costs on it.