Luke McGuinness July 10, 2017

Standard audience segments built on digital identifiers for consumers like cookies and mobile IDs have been a bedrock of digital marketing and advertising for over a decade. But while these predefined segments from third-party data providers have and will continue to provide value, marketers are increasingly turning to custom, people-based segments.

http://www.mobilemarketer.com/news/the-evolution-of-third-party-data/446532/