Part 1: Third-Party Data’s Role in a Privacy-First Era

By Rachel Horowitz | August 19th, 2025 | Direct Mail, Blog

Over the past few years, data privacy has shifted from a compliance formality to a business-defining priority. Stricter regulations, evolving technology, and more informed consumers have changed the way companies collect, share, and use data.

For many marketers, this raises a key question: Does third-party data still have a role? The answer is yes—but with new rules. Used thoughtfully, third-party data is still a valuable asset for expanding reach, enriching customer profiles, and uncovering opportunities that first-party data alone can’t reveal.

Why Third-Party Data Still Matters

Third-party data helps businesses understand audiences outside their immediate customer base. It can identify behaviors, interests, and trends that wouldn’t otherwise surface, making marketing more targeted and effective. When sourced from reputable providers, it adds depth and context that turns campaigns from broad guesses into precise engagements.

Privacy-First Marketing Realities

The privacy environment is complex and getting stricter. Regulations like GDPR and CCPA demand transparency, consent, and accountability. But it’s not just about compliance—today’s customers actively care about how their information is used and expect brands to handle it with respect.

The path forward:

• Vet your data sources. Only work with providers that can prove compliance and ethical practices.

• Communicate openly. Let stakeholders and customers know where data comes from and how it’s used.

• Focus on quality. Smaller, high-quality datasets often outperform massive, unverified lists.

In Part 2, we’ll explore how to integrate third-party data with your own, the tools enabling privacy-compliant innovation, and the strategies leading marketers are using to succeed in this new environment.

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Net60 Inc. is a leading list brokerage and list management company specializing in optimizing direct mail campaigns for companies across various sectors. Known for its exceptional service and innovative approach, Net60 Inc. enhances direct marketing efforts, enabling businesses to expand their client base more effectively. Our dynamic, experienced, and determined team collaborates closely to bring shared goals to fruition while excelling in their individual roles and client service.