Lotame Sees 117.07% Growth in US Third-Party Data sales During Q3 2020
New York, Jan. 27, 2021 – Lotame (www.lotame.com), the leading global provider of data enrichment solutions to drive customer insights and turn personas into addressable advertising, today announced they saw 117.07% growth in US third-party data sales from Q2 2020 to Q3 2020. When looking at Q1 vs Q3, third-party data in the US had 76.24% growth. Third-party data refers to data that did not originate with the buyer or seller and includes various types of information, whether it be demographic, interest or intent data.
“Marketers and agencies need to enrich their first-party data more than ever to understand and reach the changing consumer,” said Alexandra Theriault, Chief Customer Officer at Lotame. “The revenue growth shows that the shade and accusations of third-party data’s demise are false. Instead, third-party data thrives as a necessary complement to first-party data that simply doesn’t scale.”
Third-party data enrichment saw growth in the months after COVID-19 first hit the U.S.. The most popular US audience segments that were purchased in Q3 2020 included:
- In-market for computers and electronics
- B2B C-suite
- Hispanics or Spanish speakers
- Declared parents
- Parents of teenagers
“The top five segments align with how consumer’s lives were changing in the U.S. during Q3,” said Theriault. “With COVID surging, marketers pivoted to reach folks settling into a new routine of working at home and juggling childcare.”
The data also shows that as stay at home orders were implemented around the US, marketers changed their strategies to meet consumers. Cooking and recipe segments saw a 223% increase in targeted audience spend from Q1 to Q3 2020. As people spent quarantine working on projects around the house, targeting hardware and tools purchasers also increased by 477% from Q1 to Q3 2020.
Once it became clear that COVID-19 wasn’t just a two week ordeal, Lotame created a COVID-specific data set in Q2 2020 to enable marketers and publishers to reach relevant audiences during the unprecedented time. The data set included home office needs, fitness activities, learning at home tools, job searchers, and more.
The data was sourced from Lotame Data Exchange, the world’s largest second- and third-party data marketplace, comprising billions of monthly unique users.
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About Lotame
Lotame is the leading provider of data enrichment solutions for global enterprises. Our connected and patented data technologies, curated second- and third-party data exchanges, and high-touch customer service make us the trusted choice for marketers, agencies and media companies that want to build a panoramic view of their customers and activate across the cookieless web, mobile app and OTT environments. Lotame serves its global clients with offices in New York City, Columbia MD, Argentina, London, Mumbai, Singapore and Sydney. Learn more at www.lotame.com.
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