Permission Granted: Opted-In Data Opens the Door for Audience Building

Data privacy is becoming increasingly important—for consumers and marketers.

From targeted ads on a work computer (based on searches from a personal device) to theories on whether personal assistant devices are listening to conversations, many people are concerned with how their data is being used. Even if they willingly share personal details about their life on social media, those people want to know that their private data is being kept private.

Privacy is affecting all aspects of data marketing, with major data players including intent data providers, data marketplaces and media buying platforms all seeing privacy concerns rise.  It is a topic that marketers today can’t afford not to address, especially as increased privacy regulations and the upcoming removal of third-party tracking cookies are forcing a shake up. But results from a recent Ascend2 and WPromote study indicate that only 36% of B2B brands are fully prepared for impending data privacy changes.

So how can marketers use third-party data for audience building in light of privacy concerns?

The issue isn’t that data is being used, it’s that it is used without permission.

At OMI, we’ve built one of the largest B2B contact databases in the industry with opted-in data that is obtained with the user’s permission.

Our third-party contact data empowers marketers to build targeted audiences for omnichannel campaigns. OMI’s data adheres to privacy guidelines because it’s been acquired with the user’s permission.

With privacy concerns reaching an all-time high, marketers should be looking at third-party data that offers greater privacy and opted-in user permission. Please connect with me or my team to learn more about OMI’s opted-in third-party data and how it can fuel omnichannel campaigns that follow privacy guidelines.

Over 75 million of OMI’s 80 million manager-level and above contacts are matched to the LiveRamp RampID graph, including 65 million records from our SMB and medical market databases. Contact us today to learn more about building a custom audience.