For marketers, the biggest issue with third-party data is quality. Usually, the only way to test the quality is to run a campaign and see if the data delivers results.
This week, identity resolution provider LiveRamp is out with what it describes as the first data scoring initiative for third-party data segments.
The initiative makes outside quality-testing partners available to data buyers in the IdentityLink Data Store, a marketplace for third-party data from external providers. The first partner is Lucid, a survey vendor that will offer a Lucid Data Score based on results from comparing testing audience segments to panel-based surveys.
[Read the full article on MarTech Today.]
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.