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Third-Party Data Is the Backbone of Modern Marketing
First-party data is the most high-fidelity set of data you can have, but also nobody knows more about your own customers than yourself. Third-party data absolutely has a role to fill gaps about what you don't already know about your customers. It's there to provide a mechanism for reaching people who you may not know anything about or prospecting. If you have close partners, someone who you work with from an industry standpoint,you can partner with them as well.