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The MAGNA Media Trials Team, in partnership with Acxiom, conducted a study to understand the performance of various types of data. The study, “Data Pitfalls to Avoid: The Digital Advertisers’ Guide on What ‘Not’ to Do,” investigated marketers’ first-party data, third-party data from aggregators like Acxiom, and the combination of these two data types. The study emphasized that while marketers often rely on first-party data to target buyers, third-party data provides access to users on a larger scale with minimal overlap.
