{"id":1664,"date":"2021-09-30T08:00:11","date_gmt":"2021-09-30T12:00:11","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/09\/30\/does-third-party-data-need-a-rebrand\/"},"modified":"2021-09-30T08:00:11","modified_gmt":"2021-09-30T12:00:11","slug":"does-third-party-data-need-a-rebrand","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/does-third-party-data-need-a-rebrand\/1664\/","title":{"rendered":"Does Third-party Data Need a Rebrand&quest;"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376256 = window.plc376256 || 0;\n            document.write('<' + 'div id=\"placement_376256_' + plc376256+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376256, [300,250], 'placement_376256_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376256++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><strong><em>By Matt Frattaroli, Vice President of Digital, <\/em><a href=\"https:\/\/alliantinsight.com\/\"><em>Alliant<\/em><\/a><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Recently I was having a conversation with leaders in the advertising technology and agency space. Like many online discussions lately, this one centered on the future of ad targeting and the world without cookies. As we talked about what the future held, an idea popped into my head: does third-party data need a rebrand? Or perhaps, taking a wider view, do we need to completely rebrand the way we talk about all kinds of data used for delivering personalized customer experiences?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Third-party data, the product, is better than ever. It\u2019s ethically sourced and privacy-compliant and will remain so even after cookies fall away. Yet it carries the reputation of legacy poor quality data that was scraped from the internet without consent.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Move beyond third-party data and look at second-party data. Less of a bad connotation, but likely because there\u2019s no clear definition. Often, sellers define \u201csecond-party\u201d as whatever suits their product. With myriad definitions floating around, it\u2019s become an almost meaningless term for a tremendously valuable asset.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Even the term \u201cfirst-party data\u201d can be in question, particularly when it comes to identifying who owns what data.\u00a0 The IAB Tech Lab\u2019s VP of privacy and data protection was recently quoted identifying a new dynamic in the power struggle over <a href=\"https:\/\/www.adexchanger.com\/mobile\/how-apples-new-hide-my-email-feature-may-plague-publishers-and-ad-tech\/\" aria-label=\"email data ownership, read on ad exchanger\">email data ownership<\/a>, asking \u201c&#8230;who is the first party: Is it the platform, or is it a brand or a publisher?\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As if that wasn\u2019t enough, \u201czero-party\u201d data has entered the conversation. This sounds like a nuanced discussion of first-party data, but in the end, adds to the confusion and begs for a better approach.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If the industry\u2019s goal is to give consumers more insight, more security and more agency, what good are terms that are viewed inaccurately or remain largely unclear? How can we expect consumers to know what we\u2019re talking about when we don\u2019t know what we\u2019re talking about?<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Cookie deprecation marks the perfect time for a rebrand.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Behind the closed doors of a working session chat room, it\u2019s easy to get on board with this idea and the timing. But when it comes to carving out a new path forward and the questions start flowing, those once-brave advocates of a new data taxonomy become quiet.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The industry moves quickly, things change on a dime and everyone has an agenda, but this might be worth speaking up about. Even if we can\u2019t reach common ground, there are questions worth answering.\u00a0 And perhaps in throwing around some ideas for language that is more descriptive and easier to understand, we\u2019ll make progress towards a more transparent system that benefits both the industry and the consumer.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So let\u2019s have a little fun and start the conversation &#8211; what should we call data that are used for delivering targeted marketing? We\u2019ve established that first-, second-and third-party data aren\u2019t really cutting it. Other terms that exist, but aren\u2019t great include:<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>Consumer data<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">More accurate, but perhaps still not as precise as a name needs to be. Using a blanket term like this is going to creep out consumers and raise eyebrows among regulators.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>External data <\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Data is not directly collected by a company or organization on their customers. This is opposed to first-party or \u201cinternal\u201d data, which is what a brand collects from its actual customers.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This name appears to be gaining traction from the likes of <a href=\"https:\/\/www.mckinsey.com\/business-functions\/mckinsey-digital\/our-insights\/harnessing-the-power-of-external-data\">McKinsey<\/a> and <a href=\"https:\/\/pages.awscloud.com\/adx-h2-adx-3rd-party-data-accelerate-business-post-vaccinated.html\">AWS<\/a>, but again, it runs into the same problems with \u201cConsumer data\u201d in that it\u2019s a little vague and doesn\u2019t really inform the consumer.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>External-compliant data<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A little more precise, and this captures what makes the data unique from a brand\u2019s data, but what a mouthful.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>Privacy-compliant data<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Now we\u2019re leaning heavily toward helping both consumers and data buyers understand what they\u2019re getting. That certainly helps in the long run.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">At the very least, we need to agree on few ground rules for this next phase of brainstorming: the label should be more accurate in describing the data, its source, and how it\u2019s gathered, and it should avoid negative connotations tied to third-party data.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The hard truth may be that there\u2019s no single name that is going to garner universal consensus. Still, the bottom line is we can and should do better than what we have. Feel free to offer some rebranded names in the comments below.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376257 = window.plc376257 || 0;\n            document.write('<' + 'div id=\"placement_376257_' + plc376257+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376257, [300,250], 'placement_376257_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376257++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>Third-party data, the product, is better than ever. It\u2019s ethically sourced and privacy-compliant and will remain so even after cookies fall away.<\/p>\n","protected":false},"author":7,"featured_media":1665,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5],"topics":[2],"class_list":["post-1664","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Does Third-party Data Need a Rebrand&amp;quest; | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/does-third-party-data-need-a-rebrand\/1664\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Does Third-party Data Need a Rebrand&amp;quest;\" \/>\n<meta property=\"og:description\" content=\"Third-party data, the product, is better than ever. It\u2019s ethically sourced and privacy-compliant and will remain so even after cookies fall away.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/does-third-party-data-need-a-rebrand\/1664\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2021-09-30T12:00:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/169data-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/does-third-party-data-need-a-rebrand\\\/1664\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/does-third-party-data-need-a-rebrand\\\/1664\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"Does Third-party Data Need a Rebrand&quest;\",\"datePublished\":\"2021-09-30T12:00:11+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/does-third-party-data-need-a-rebrand\\\/1664\\\/\"},\"wordCount\":758,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/does-third-party-data-need-a-rebrand\\\/1664\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/09\\\/169data-1.jpg\",\"keywords\":[\"Modern Marketing + Measurement\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/does-third-party-data-need-a-rebrand\\\/1664\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/does-third-party-data-need-a-rebrand\\\/1664\\\/\",\"name\":\"Does Third-party Data Need a Rebrand&quest; | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/does-third-party-data-need-a-rebrand\\\/1664\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/does-third-party-data-need-a-rebrand\\\/1664\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/09\\\/169data-1.jpg\",\"datePublished\":\"2021-09-30T12:00:11+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/does-third-party-data-need-a-rebrand\\\/1664\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/does-third-party-data-need-a-rebrand\\\/1664\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/does-third-party-data-need-a-rebrand\\\/1664\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/09\\\/169data-1.jpg\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2021\\\/09\\\/169data-1.jpg\",\"width\":1280,\"height\":720,\"caption\":\"red envelope\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/does-third-party-data-need-a-rebrand\\\/1664\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Does Third-party Data Need a Rebrand&quest;\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Does Third-party Data Need a Rebrand&quest; | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/does-third-party-data-need-a-rebrand\/1664\/","og_locale":"en_US","og_type":"article","og_title":"Does Third-party Data Need a Rebrand&quest;","og_description":"Third-party data, the product, is better than ever. It\u2019s ethically sourced and privacy-compliant and will remain so even after cookies fall away.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/does-third-party-data-need-a-rebrand\/1664\/","og_site_name":"AW360","article_published_time":"2021-09-30T12:00:11+00:00","og_image":[{"width":1280,"height":720,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/169data-1.jpg","type":"image\/jpeg"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/does-third-party-data-need-a-rebrand\/1664\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/does-third-party-data-need-a-rebrand\/1664\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"Does Third-party Data Need a Rebrand&quest;","datePublished":"2021-09-30T12:00:11+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/does-third-party-data-need-a-rebrand\/1664\/"},"wordCount":758,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/does-third-party-data-need-a-rebrand\/1664\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/169data-1.jpg","keywords":["Modern Marketing + Measurement"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/does-third-party-data-need-a-rebrand\/1664\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/does-third-party-data-need-a-rebrand\/1664\/","name":"Does Third-party Data Need a Rebrand&quest; | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/does-third-party-data-need-a-rebrand\/1664\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/does-third-party-data-need-a-rebrand\/1664\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/169data-1.jpg","datePublished":"2021-09-30T12:00:11+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/does-third-party-data-need-a-rebrand\/1664\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/does-third-party-data-need-a-rebrand\/1664\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/does-third-party-data-need-a-rebrand\/1664\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/169data-1.jpg","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/169data-1.jpg","width":1280,"height":720,"caption":"red envelope"},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/does-third-party-data-need-a-rebrand\/1664\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"Does Third-party Data Need a Rebrand&quest;"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/1664","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=1664"}],"version-history":[{"count":2,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/1664\/revisions"}],"predecessor-version":[{"id":14596,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/1664\/revisions\/14596"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/1665"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=1664"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=1664"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=1664"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=1664"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}