Google knows what consumers are interested in, and Facebook knows who you are. But Amazon has what many in the advertising industry regard as the most important piece of the puzzle: what people buy. And the e-commerce giant is starting to capitalize on that data in a big way.

For advertisers, the short-term opportunity that Amazon offers is offset by the realization that they could be providing the company with the data and market power it needs to eventually run them out of business.Advertisers that spend money to display their products on Amazon’s search page give up data about their customers in return for sales, but those same marketers are also helping Amazon build a better mousetrap by learning more about customer intent.

Various combinations of martech and ad tech platforms — using a data management platform (DMP) in conjunction with a customer data platform (CDP), for instance — allow marketers to most efficiently take action. By leveraging customer insights with media and ad buys, marketers get the most value from their connected data and unlock the financial and brand affinity benefits associated with people-based marketing.

It’s important to remember that CDPs aren’t a replacement for existing enterprise systems of record. Instead, marketers should consider a CDP to be an extension of those systems that can help to unlock the value of data to reach marketing objectives. In order for this investment to live up to the ultimate goal of creating a unified, single customer view, the technology must be well integrated and it must adhere to a governance plan.

Aside from the sheer breadth of the Exactis leak, it may be even more remarkable for its depth: Each record contains entries that go far beyond contact information and public records to include more than 400 variables on a vast range of specific characteristics: whether the person smokes, their religion, whether they have dogs or cats, and interests as varied as scuba diving and plus-size apparel.