Which statement best describes third-party data?

The best statement to describe third-party data is that it consists of information collected from external sources about consumer behaviors. Third-party data is typically gathered from a variety of sources outside of an organization, such as market research firms, data aggregators, and publicly available datasets. This type of data is vital for advertisers and marketers as it helps them understand broader consumer trends and behaviors that they might not be able to capture through their own first-party data, which comes directly from their own customers.

In contrast, the other statements address different types or sources of data. The first statement focuses on first-party data, which is collected directly from an organization’s own customers and reflects those specific interactions. The third statement highlights proprietary or first-party data that is unique and tailored to an organization, lacking the broader application of third-party data. Lastly, the fourth statement refers to aggregate data, which summarizes demographic information rather than providing the nuanced insights about consumer behaviors that third-party data offers.