Data management tech: when to outsource, when to buy and when to build

The affiliate industry, by its very nature, is built on a foundation of data. One of the reasons that the industry shows significant growth on an annual basis (up 15% from 2016 to 2017 according to the latest IAB research) is the level of data and insight available on each customer journey, coupled with the assurance to brands that money is only being invested where it is most effective.
One upshot from all of this is that publishers, agencies networks and brands are all sitting on a vast amount