Marketers face challenges when acquiring audience data due to changes such as the EU and UK General Data Protection Regulation (GDPR) and Google's elimination of cookies. Despite this, marketers are still pursuing personalisation and accurate targeting using various data sources, including third-party data providers. According to Raconteur, selecting the right provider is essential as low-quality data can cost marketers vast amounts of money and provide little audience insight. Marketers must carefully consider how any data they buy fits into their overall strategy to avoid falling into a cycle of low-quality lead generation.
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