Third-Party Data 'Inherently Challenging'

Drawing on “third-party” data for ad-targeting is problematic, given that many of the marketing buckets available on the ad exchanges are too vague to be useful, says Patrick Reiter, group manager for digital at Target.

He says that some categories -- like, for example, “style aficionado” -- are so “ill-defined” that they're “inherently troubling and challenging.”

Reiter adds that Target also hasn't used “a ton” of “second-party” data -- which he defined as data provided by publishers (as opposed to ad networks and exchanges). “I think it's intriguing, but I want to be really careful that we don't cross privacy lines there,” he says.

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