Third-party data is data collected from various outside sources. This data can generally be broken down into three major segments (a) demographic data that collected from a combination of user registration sources and stores traits like age and gender, (b) interest data that tracks a user’s affinity for certain topics or hobbies and (c) intent data which tracks users web behavior in order to identify consumers who may want to make a purchase decision. This data is normally used to help create audience segments for targeted ads and marketing messages.