What is more powerful: Your first-party customer data or a partner’s third-party data? Trick question. What really matters is how valuable both data sets can be when they’re combined. Data Management Platform (DMP) and Data as a Service (DaaS) solutions can enable you to bring these data sets together for maximum impact.
Consider the example of a well-known pet care company that wanted to cut back on media waste and make sure its digital ads were reaching the right consumers the right number of times. It wanted to direct its money to the channels that performed best. Plus, the company’s execs knew they could do a better job of identifying potential pet food buyers.
