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Learn best practices for taking inventory of first-party data, and using second- and third-party data to fulfill programmatic campaigns and achieve digital marketing goals. Define your team’s goals for customer data. Take inventory of your first-party data. Explore use cases for second- and third-party data. Finding the best data providers. Combine your first, second, and third-party data. Case Study: MGM drives programmatic campaign results with third-party data. Business struggle to gain a holistic customer view — the skills to identify actionable insights from multichannel data are in short supply. If they could gain a holistic view of customer attributes and behaviors, they could make sure they get the right content at the right time.