Preferred Audience-Targeting Data Sources For Advertising, April 2013 [CHART]
Where third-party data really came in handy was in targeting digital display ads. The highest percentage of agencies and advertisers, 85% and 63%, respectively, said it was their preferred data source. For digital display ads, first-party social data was less useful, in use by 27% of agencies and 31% of advertisers. Read the rest at eMarketer.