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»data management platforms

Oversold And Overpromised: Marketers Move Away From DMPs

Data management platforms (DMPs) were once painted as a panacea for all of a marketer’s data needs – from collection, to harmonization to segmentation and syndication. But marketers have since cooled on the technology, concluding that it‘s too disjointed to perform many of the functions promised. Marketers tell AdExchanger they have struggled to achieve ROI,... Continue reading »
by Alison Weissbrot // December 16th, 2019 //
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Salesforce And Adobe Dominate The DMP Space, As Oracle Continues To Slip

If you’re a data-management platform (DMP) and your name isn’t Salesforce or Adobe, it’s starting to get pretty chilly out there. Oracle’s BlueKai DMP is a strong third, while Neustar and Lotame continue to chug along – but Salesforce and Adobe undoubtedly lead the pack, at least when it comes to how advertisers think about... Continue reading »
by Allison Schiff // June 19th, 2019 //
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Oracle, Watch Out: Salesforce Rises On The DMP Front

The data management platform (DMP) category is now a three-horse race, with Salesforce gaining on Oracle, and Adobe nipping at their collective heels. “Salesforce is definitely on an accelerated path,” said Kevin Mannion, chief strategy officer at Advertiser Perceptions, which released its Q3 2018 DMP wave on Tuesday. “Its upward movement is the most obvious... Continue reading »
by Allison Schiff // November 6th, 2018 //
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Mindshare’s Perspective On Ad Tech

Jonathan Hsia will discuss advertiser perceptions of ad tech on April 13 at PROGRAMMATIC.IO in San Francisco. While ad tech capabilities have matured, marketers still need to catch up, said Jonathan Hsia, Mindshare North America’s head of digital investment. “It really is more a question of: What do marketers need to do to leverage ad tech in a... Continue reading »
by Alison Weissbrot // March 30th, 2016 //
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Answering Your Questions About Google's Forthcoming DMP

On Wednesday, Adweek's Garrett Sloane reported that Google is finally, officially (no, really) closing the last big gap in its ad tech stack. That is to say, it's coming to market with a data-management platform (DMP). Called DoubleClick Audience Center (DAC), the product will allow advertisers to create audience segments using their first-party data along... Continue reading »
by Zach Rodgers // April 24th, 2015 //
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Data Management Platforms (Video) - Industry Preview 2014

One of the many highlights of last week's Industry Preview 2014 conference, which highlighted some of the best and brightest thinking in digital marketing technology, was the "Data Management Platforms" panel discussion moderated by AdExchanger's Director of Research, Joanna O'Connell. See the panel: Participants included: Scott Howe, CEO, Acxiom Omar Tawakol, CEO, BlueKai Bill Demas,... Continue reading »
by John Ebbert // January 30th, 2014 //
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TagMan Sees Benefits As Bigger Players Enter Tag Management Space

Jon Baron is CEO of tag management technology firm, TagMan. He recently spoke to AdExchanger about his business and industry trends. AdExchanger: Tag management versus data management platforms (DMPs) - what do you see as the difference today? Is Tagman in the DMP space? JON BARON:  Whenever I talk to industry experts, they seem to... Continue reading »
by John Ebbert // December 18th, 2012 //
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Agencies Talk DMP Value: Has The Promise Been Realized?

The Data Management Platform is a widely used and often misunderstood product category -- adopted in varying measures by publishers, agencies, and third party data brokers. To get more depth on what a DMP should be and whether marketers are realizing the category's potential, we asked three agency execs this question: "Where is the real... Continue reading »
by Zach Rodgers // December 7th, 2012 //
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