Today’s column is written by John Lee, executive vice president at Merkle.
Challenged by an already short digital marketer attention span, the data-management platform (DMP) is already running the risk of going from today’s front-page news to the “Where are they now?” column all too quickly.
It’s not because there isn’t a lot of value to be had for marketers interested in maximizing their digital media and site personalization dollars. Today, advertisers can onboard valuable first-party segments and develop flexible online models and audiences that can be reached across multiple platforms. The audience creation, campaign management, syndication and analytic insight functionalities are very powerful and are driving measurable lift for some data-driven marketers.
In spite of this, several risk factors obscure the value and contribute to the potential premature demise of this once promising star.
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