Adroit Digital Blog Get Our Tip Sheet: 5 Questions About Joining a Digital Data Co-op

Data co-ops are not new. For more than 20 years, direct marketers and catalog retailers have pooled their offline customer information in order to prospect new customers based on past purchases at other brands.In the past few years, it has become far easier (and cheaper) to process, store, and query massive data sets. Enter the online data co-op. These digital data co-ops are built on anonymous contribution of first-party data from participating advertiser websites. This data--known as second-party data--is aggregated by the co-op's technology platform, which algorithmically creates targetable online audiences from information that is constantly refreshed. Because these modeled populations are based on user behaviors from hundreds of sites, they can be more sophisticated and nuanced than what an individual business would be able to produce on its own.But adoption of the offline co-op model in the online world has been slow, due to several misconceptions around how data is shared and exactly which types of businesses can benefit. As a follow-up to our webinar 4 Reasons Digital Marketers Should Consider an Online Data Co-op, we have created a tip sheet that answers five key questions about joining a digital data co-op to help put some of these concerns and misconceptions to rest. Click here to download this tip sheet.