Data Triangulation: How Second-Party Data Will Eat The Digital World

VP Strategic Accounts Chris O’Hara has written a smart analysis for AdExchanger of the three types of data (first, second and third) now available to marketers with a particular focus on the enormous benefits of second-party data. 

Here's an excerpt.

The ironic and kind of beautiful thing about the emergence of second-party data is that it is most often merely a connection to a premium publisher’s users. However, it can be uncoupled from a publisher’s media sales practice. Marketers, increasingly sick of all the fraud and junk in the programmatic ecosystem, are turning toward second-party data to access the same audiences they bought heavily in print 30 years ago. This time, however, they are starting to get both the quality – and the quantitative results – they were looking for.

Read this article on AdExchanger