This document discusses the challenges that marketers face in activating their first-party data across devices in real time. It notes that first-party data volumes are often limited, transfers between platforms can be slow leading to inaccurate frequency management and missed opportunities, and multiple proprietary IDs make it difficult to activate data everywhere. The document then presents a data activation process involving ingesting, amplifying, activating, and measuring audiences across devices in real time. It provides considerations for a successful data activation solution, including data ingestion, audience amplification and modelling, cross-device reach and frequency capping, real-time audience activation, and unified measurement and insights.