The Benefits of a First Party Data Lake

Sep 16, 2016 |

Data Lake

The ability to mix all advertising data with all company data, including inventory, logistics and POS, can make cross-channel targeting and measurement more effective. It also sets the stage for customer journey mapping, where publishers and brands can find new prospects from general populations, convert them and gain their trust and loyalty. Paul Cimino tells AdExchanger that creating a data lake will put you in full control of your data.

 

 

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