For marketers, the biggest issue with third-party data is quality. Usually, the only way to test the quality is to run a campaign and see if the data delivers results.
This week, identity resolution provider LiveRamp is out with what it describes as the first data scoring initiative for third-party data segments.
The initiative makes outside quality-testing partners available to data buyers in the IdentityLink Data Store, a marketplace for third-party data from external providers. The first partner is Lucid, a survey vendor that will offer a Lucid Data Score based on results from comparing testing audience segments to panel-based surveys.