Adobe, which acquired the DMP Demdex in 2011, had a head start on the industry, so it’s not particularly shocking that Forrester believes it should be considered for clients who want loads of functionality, often in the form of plugins from the rest of Adobe Marketing Cloud or through a rich third-party network.
Krux works well for clients who don’t want a DMP as part of an integrated stack option since it’s extremely customizable based on client needs.
Neustar provides an excellent single view of the customer, thanks to its identity resolution and device ID capabilities. It also has powerful analytics, which might become even more powerful since it acquired MarketShare, that let clients examine the customer journey and forecast and discover inventory.
Oracle had strong data management and analytics tools, and could effectively ingest and syndicate data.
KBM Group’s affiliation with WPP’s Wunderman means it operates well at a global scale.
Lotame was extremely flexible and had great customer references. It also had “comprehensive” offerings in device and user identification, as well as segmentation and syndication.
Cxense is reasonably priced, though it doesn’t integrate with many third-party vendors.
The Google Factor
Finally, there’s Google. Since its DMP is only in beta, it is clearly an exception to Forrester’s criteria, hence its limited participation. Unlike the other vendors, Google did not go through the whole Forrester Wave gamut. It did not provide, for instance, a 3.5-hour briefing or do client surveys.
“Clearly Google wouldn’t have been able to be part of [the Wave],” Bidel said. “But all indications are that it’ll be in market with live customers in the near future. We didn’t want to publish this without a nod in its direction because Google is Google. They already by default work with almost all marketers and publishers out there and whatever they bring to market will be of interest and people will pay attention.”
Based on what Forrester was exposed to, the Google DMP will enable clients to upload their first-party data to find their customers across Google search and video sites. Forrester also anticipates that one will eventually be able to target audiences on Gmail. However, the Wave indicated that Google’s DMP offering will flourish largely within Google’s walled garden, and it will not integrate with third-party tools or marketing technologies.
“They say they’ll be an open platform and integrated in an open and embracing way,” Bidel said. “I take them at their word.”
However, the Wave singles out Google’s lack of external connections as a detriment: “These integrations are essential parts of the leaders’ basic tool sets; this solution’s lack of these integrations calls into question Google’s commitment to a truly open platform.”