Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Third-Party Data Crunch

The social media giant placed another barrier on third-party data

It’s hard out there for a third-party data provider.

Facebook announced this week that it's shutting down Partner Categories, a product that enables third party data providers to offer their targeting directly on the platform. The move comes on the heels of the social network's ongoing scandal with Cambridge Analytica, in which data was collected without people's permission for voter targeting purposes. The restriction of third-party targeting by Facebook is yet another impediment to the use of third-party data in advertising.

An additional burden for advertisers that rely on third-party data—and the vendors who specialize in that business—is that the EU’s General Data Protection Regulation (GDPR) will start being enforced in May. The GDPR states that people’s data can only be used if they give a company explicit permission.

Many marketing tech vendors, and marketers in general, don’t have direct relationships with users, so they rely on third-party data that’s often obtained without user consent. This could become problematic, because companies that are found to be in violation of the GDPR will face a fine of $24 million or 4% of annual sales, depending on which figure is higher.

Both Facebook’s announcement and the upcoming GDPR reflect how users have come to view tech companies and digital advertising more critically. Most of the UK internet users in a February 2018 study by The7Stars said the GDPR is making them question how much data companies collect on them.

And according to a separate February 2018 survey of US internet users by Axios, 55% of respondents said they’re worried the government won’t do enough to regulate the way tech companies operate. In November 2017, only 40% of those polled felt this way.

By backlashing against tech, users are sending the message that “advertising has to take the data needle out of its veins a little bit,” said Matt Rosenberg, an independent digital media consultant.

The timing of Facebook’s announcement insinuates that it's dialing back ad targeting with third-party data to improve its digital privacy policies in light of the Cambridge Analytica saga. But there’s a good chance Facebook was going to make these changes anyway to comply with the EU’s GDPR and ePrivacy directives, according to Ari Paparo, CEO of programmatic platform Beeswax.