With at least half of Madison Avenue (IPG’s Acxiom, Publicis’ Epsilon, and Dentsu Aegis’s Merkle/M1) owning Big Data brokers — and with a litany of independent players in the marketing data supply chain — the Association of National Advertisers this morning published a report outlining uses cases and a framework for assessing who, what, when, where and why marketers should work with one of them.

The report, “Data Sources For Media: A Buyer’s Guide,” was developed by the ANA’s Trust Consortium, and covers all of the major uses of first-, second- and third-party data, including media planning and buying, programmatic media-buying, “personalization,” reporting and measurement, and accountability and insights.

Read the full MediaPost Agency Daily article here.