Resonate appends our primary research survey responses with offline purchase data and other 3rd party data in order to enrich our data. This matching uses verified Personally Identifiable Information (PII) by contracted panels and data partners. Resonate never observes, stores, nor sells this PII.
Because these attributes are appended to our survey respondents, you will see our appended 3rd party data in our taxonomy co-mingled among the Resonate Elements. For example, here's appended 3rd party data for Children's Products - found in Home & Family - Home & Family - Children's Purchases - Children's Products.
Use these attributes to create and analyze an audience of people buying baby care products, or back-to-school items, etc. You cannot activate an audience that contains a 3rd party data attribute, nor will you see this information as an insight since we do not model 3rd party attributes.