A lot of brands have reached a turning point with their first party data. Many have already done the heavy lifting to aggregate internal data, and some have even created their own internal ID to act as a single source of the truth for each customer or prospect.
Now many of these brands are hoping to connect their data to the larger data ecosystem to activate audience-targeting and measurement. The two most important things to consider are that data is kept secure through the process, and that the outcome is as effective as possible.
