In the age of the customer, marketers require solid, reliable data upon which to build individual IDs, segment profiles, and models to reach prospects. First-party data lies at the core of these activities, but first-party data doesn’t scale. The solution to this problem is second-party data. Marketers executing second-party data programs know that they are getting a premium product from a trusted partner. This report will help B2C marketing professionals learn how to find, evaluate, and use second-party data to connect with their customers and find their best prospects.