This report provides an overview of the services providers that exist in this ecosystem; it attempts to catalog them in a way that is useful to marketers and to advertisers seeking to optimize their use of first-, second-, third-, and zero-party data.
Key Takeaways from the Report
Marketers Are Wrangling Powerful New Data
There is no shortage of consumer data for marketers to explore. But making sense of all that data requires help from a variety of vendors.
CI Support Comes In Many Forms
From platform providers to agencies to analytics firms, there is no shortage of vendors to support CI pros. The field narrows when we limit it to personally identifiable information (PII)-based service providers.
Create The Right CI Services Partner Strategy
Assess your organization's internal capabilities and culture to find the best mix of providers to optimize your customer data strategy.