Marketing Glossary

What is Third-Party Data? – Definition Third-party data (or 3rd-party data) is data that brands purchase from other sources, which were not the original collectors of that data. Third-party data is only used if the brand doesn’t have their own original data, and can be less accurate since it is not taken from a direct source. Data is usually bought from aggregators that pull data from various platforms and websites. Third-Party Data vs. First-Party & Second-Party Data First-party data is information collected directly from the source. Any information a company learns directly from their customers, prospects, or anyone associated with their brand is considered first-party data.  Second-party data, as the name suggests, is one step removed from first-party data. Any time a company purchases data from a first-party source, they are buying second-party data. It’s not their own customer data, but it is only one step removed from the source.  As you might imagine, first-party data is the most accurate and precise, especially when it comes to audience targeting and segmentation. First-party data is always preferred. Third-party data can be useful in some cases, but it mostly fills the gaps in first- and second-party data rather than acts as the most important source.  Benefits of Third-Party Data for Targeted Advertising Some companies cannot access enough first-party data to build campaigns around. Whether they are new to the industry or don’t have a product that collects customer data, they must rely on third-party data to run effective campaigns.  When it comes to audience segments, any specificity is better than generalizations. If a company can use third-party data based on real-world behaviors and intent, rather than online browsing, it is much more reliable and will make their marketing efforts more efficient. Find third-party data that relies on shopping habits or location, actions…

What is Third-Party Verification? Third-party verification (TPV) is the process of having an independent third party verify a customer’s purchase, information, or action. Third-party verification is often done to make sure the customer is actually making a request and is usually done by phone. TPV ensures accuracy and transparency. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us

What are Types of Display Ads? Digital display advertising includes a wide range of ad formats that appear across websites, mobile apps, and other digital environments. These ads are designed to capture attention visually, support brand awareness, and drive actions like clicks, form fills, or purchases. Because display advertising can be delivered in many placements and sizes, marketers use different formats depending on the campaign goal, audience, and platform. In simple terms, display advertising formats are the different ways an ad can show up on a screen. Some are static images, some use motion, some are interactive, and others are designed to blend into the surrounding content. Below are the most common types of display ads used in modern campaigns: Banner Ads Banner ads are one of the most recognizable forms of display ad marketing. These are typically static image ads placed in standard positions on a webpage or within an app. They are often used for awareness campaigns, promotions, or retargeting because they’re easy to produce and widely supported across ad networks. Banner ads are best when the creative is simple, the message is clear, and the call-to-action is direct. Native Ads Native ads are designed to match the look and feel of the platform they appear on. Instead of standing out like a traditional banner, native ads blend into the content feed or layout, making them feel more natural to the user. This format can perform well when the goal is engagement, especially in content-heavy environments like news sites and mobile apps. GIF Ads GIF ads use short, looping animation to add movement without requiring full video. They’re often used to highlight a product feature, show a quick before-and-after, or draw attention to a limited-time offer. GIF ads can be a good middle ground when you want motion…