Pulling Apart the Curtains on Third Party Intent Data Providers

I want to talk to you about a topic that’s been causing quite a stir in the world of marketing: third-party intent data providers.

You see, intent data has become a crucial component of modern marketing strategies. It allows us to target our ideal customers with precision and tailor our messaging to meet their specific needs and pain points. But as the demand for intent data has grown, so too has the number of third-party providers offering it.

So, in this article, I want to pull apart the curtains on third-party intent data providers and give you a better understanding of what they are, how they work, and what to look for when choosing one.

What is Third-Party Intent Data?

Let’s start with the basics. Third-party intent data is information about a prospect’s behavior or actions on third-party websites. This information can include things like search queries, content consumption, and engagement with ads.

Third-party intent data providers collect this data from various sources, including social media platforms, ad networks, and publisher websites. They then package this data and sell it to marketers who use it to inform their targeting and messaging strategies.

How Do Third-Party Intent Data Providers Work?

There are a few different ways that third-party intent data providers collect and package data. One common method is through the use of cookies. When a user visits a website, a cookie is placed on their browser. This cookie can then be used to track the user’s behavior across other sites and collect data on their interests and intent.

Another method is through the use of IP addresses. By tracking the IP addresses of users who visit specific sites, third-party providers can identify patterns in behavior and use that information to infer intent.

What to Look for in a Third-Party Intent Data Provider

Now that you understand what third-party intent data is and how it’s collected, let’s talk about what to look for when choosing a provider.

First and foremost, you want to ensure that the data is accurate and reliable. Look for providers that have a track record of delivering high-quality data and that use multiple sources to verify their information.

You also want to consider the breadth and depth of the data. Does the provider offer a wide range of data points that you can use to inform your targeting and messaging strategies? And do they have the ability to provide insights into specific industries or verticals that are relevant to your business?

Finally, you want to consider the level of support and service that the provider offers. Do they have a team of experts that can help you interpret the data and make informed decisions? And do they offer ongoing support to help you optimize your campaigns and achieve your marketing goals?


Third-party intent data can be a powerful tool for marketers looking to improve their targeting and messaging strategies.

But with so many providers out there, it’s important to choose one that offers accurate, reliable data, a broad range of data points, and excellent support and service.