Every vendor's website has high-level promises of "better data" and "improved ROI." They paint a pretty box for differentiation and marketing feelgood; DaaS, CDP, CDI, DMP, something else?
At the end of the day, you're buying Access. You may be early stage in your technology stack and need Access to raw data.
After amassing significant amounts of data you may be interested in dipping into the data ecosystem and sharing data in return for augmenting your own data through a Data Co-Op.
From there you might also be looking for additional meta and deterministic data to help inform your decisions through onboarding.
And lastly, you might be at the stage where Access means activating your data through leading media platforms.