Is All Data Created Equal? Comparing…

Is All Data Created Equal? Comparing 1st & 3rd Party Data Performance

In a newly released white paper, Connexity published the results of a head-to-head test, proving 1st party data performs better than 3rd party data. The data was used to target women’s fashion shoppers as part of a branding campaign. Click here to read the entire white paper, or read below for a few notable findings.

The Connexity first-party data delivered stronger performance, as measured by key metrics.

The average CTR (i.e. ad engagement) was 25% higher than the CTR earned from the comparable audience segments purchased from the third-party providers.

The Connexity audience delivered 8% more page views than the third-party data, meaning shoppers clicked on or otherwise engaged with the content on the landing page.

The shoppers targeted with Connexity data spent 36% more time on the site than the consumers from third-party segments.

There are several possible reasons why Connexity first-party data performed better, including:

Gender accuracy: Third-party data relies on “head of household” information to determine the gender, not the actual computer user in that session. Connexity uses proprietary self-reported survey information from the Bizrate Insights platform to derive and model gender.

Transparency: The third-party data sources provided very little information on how it classified individuals as active consumers, just offering a one sentence description. That means they may have included women who were no longer in market.

Proximity to the source: Connexity data is 100% “Powered by Shopping” and always comes from a touch point in a shopper’s path to purchase. Being close to the data enables us to collect, segment, and score audiences accurately—then bid based on the true value of each individual.


Data quality has a significant – and measurable – impact on your campaign results. The closer you get to the source, the better it performs.

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