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by Amy Gesenhues, MarTech Today

“’While marketers know how valuable their first-party data can be and have certainly embraced second-party data targeting from ad giants like Google and Facebook, third-party data from trusted sources such as Experian can fill in the missing pieces in marketer data sets. For example, Experian can help target in-market auto buyers, niche demographic groups at scale, and past purchase behavior with rich audience data that would be very difficult for a single source to identify,’ says Kenshoo chief product officer Zvika Goldstein.”

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