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It is safe to say that 2016 became the post queries per second (QPS) era for Demand-Side Platforms (DSP) and cross-channel media buying solutions. Whether a DSP can drive visibility of 500,000 impressions/second or 3 million impressions/second, the availability for purchase became less of a competitive differentiator across all cross-channel media buying platforms.
… and owned by your organization. It can be proprietary data like customer survey results and purchasing data. Third-party data is collected by an other organization and either purchased in its entirety, appended to your current customer data, or available through third-party apps. Issues often arise with the accuracy and timeliness of third party data…