3P data, or third‑party data, comes from external sources and is typically aggregated and anonymised. It is used to strengthen and broaden your own view of the target audience. In an OOH/DOOH context, this often includes geodemographic data, interest profiles, purchasing power, traffic flows, and mobile movement data showing how different groups move across times of day and days of the week.
In out‑of‑home media, this type of data takes on particular significance. OOH and DOOH are physical assets in fixed locations, at transport hubs, stores, workplaces, commuter routes and everyday environments. Third‑party data makes it possible to understand which people actually move through these places, when they do so and for what purpose. This allows you to link campaign planning to concrete flows in the city, rather than relying solely on high‑level demographics or generic assumptions.
As cookie‑based targeting in digital media becomes more constrained, location‑based 3P data becomes especially important. It enables you to build reach and frequency against relevant audiences via physical inventory, without depending on cookies, logins or personally identifiable data. In the out‑of‑home channel, this means you can target, for example, “young urban families”, “premium shoppers” or “daily commuters” based on their actual movement patterns and everyday environments, not just their online behaviour.
In the media mix, 3P data is primarily used to scale up. You start from your 1P insights and then use third‑party data to find lookalike groups in the urban environment, prioritise the right areas and optimise (D)OOH investments towards actual presence in everyday life. For OOH, this means you can select the right locations: where similar audiences live, work, shop and pass by. For DOOH, it means you can manage messaging more dynamically, activating specific screens, time windows and locations where third‑party data shows that your most valuable audiences are present. In this way, out‑of‑home becomes a scalable, data‑driven component of the customer journey that both builds reach and amplifies the segments you already work with in other channels.
