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»data management

A Marketer’s Guide To CDPs (Behind The Hype Edition)

Fragmented data is a real and lingering problem for marketers. The question is whether a customer data platform (CDP) is the solution marketers seek and, if so, whether every marketer actually needs one. The TL;DR on CDPs is that they unify, or at least aim to unify, a marketer’s first-party data, including online and offline... Continue reading »
by Allison Schiff // April 2nd, 2019 //
»
Ecom Startups Purple And MVMT Take The Drudgery Out Of Cross-Channel Data Wrangling

The paid ads folks at mattress brand Purple and online watch retailer MVMT spend their days obsessing about measurement – and stressing over data silos. Budgets are lean, and they’re under pressure to tie spend to success. A six-person team at Purple manages paid advertising across more than 15 channels. But combining, analyzing, comparing and activating... Continue reading »
by Allison Schiff // January 23rd, 2018 //
»
Oracle DMP: Still The Most Recognized And Used, But Salesforce DMP And Others Are Ascending

Oracle DMP has always had a comfortably high perch in terms of advertiser recognition and adoption. And make no mistake – it still does. But Salesforce DMP has reached some pretty high branches in the year since the Krux acquisition, according to Advertiser Perceptions’ Q3 Programmatic Intelligence Report, released Wednesday. The findings come from a... Continue reading »
by Ryan Joe // November 29th, 2017 //
»
Machine Learning Startup Amperity Exits Stealth Mode With An Eye On Helping Brands Do More With Their Data

Personalization is a top agenda item for most brands, but data management technology still leaves something to be desired. Machine learning could provide the answer, said Kabir Shahani, CEO and co-founder of Amperity, a Seattle-based startup that came out of stealth on Thursday. Since raising $9 million in Series A in February, Amperity has been... Continue reading »
by Allison Schiff // September 14th, 2017 //
»
Forrester DMP Wave Considers Which Data Platforms Can Keep Up With Changing Client Needs

Forrester’s latest evaluation of standalone data management platforms (DMPs), released Thursday, arrives one week after its assessment of demand-side platforms (DSPs). While DMPs originated as audience segmentation tools to enhance media buying, the value prop of a standalone DMP is very different from one tied to a DSP, said Forrester’s senior analyst Susan Bidel. Forrester reviewed... Continue reading »
by Ryan Joe // June 1st, 2017 //
»
The Ecstasy And Agony Of AudienceScience’s P&G Partnership

When the largest advertiser in the world wants to take you to prom, but you’re not allowed to tell anyone – that was the situation facing AudienceScience. Although AudienceScience provided the technology backbone for Procter & Gamble’s internal trading desk, Hawkeye, for the past seven years, P&G explicitly acknowledged its alliance with the ad tech platform... Continue reading »
by Allison Schiff // May 12th, 2017 //
»
Data Delivers Detente Between Product And Marketing At Relay Foods

It’s common for marketing to do its thing on one side of the room while product toils away on the other. Often they just ignore each other. Sometimes they clash. “Everyone felt the tension,” said Jeff Bordogna, VP of product at Relay Foods, a Virginia-based healthy online grocery retailer serving 12 regional markets across the... Continue reading »
by Allison Schiff // May 31st, 2016 //
»
Demand For Data Management Drives Marketing And Ad Tech M&A In 2015's First Half

The volume and scope of ad tech/marketing tech M&A activity in 2015 shows investors want in on marketing stacks with scalable infrastructure that can support programmatic growth and increased automation of marketing functions, says a duo of investment firms. Such were the findings in reports from The Jordan, Edmiston Group (JEGI) and Petsky Prunier. The... Continue reading »
by Liz Rowley // July 6th, 2015 //
»
AiData Solving Data Challenges In Russia

This is the third in a series on companies advancing programmatic buying in Russia. Read our recent Q&As with Yandex and ADFOX.  As programmatic buying starts to take off in certain countries, finding and analyzing audience data can be a major challenge to getting it off the ground. In Russia, at least one company has been tackling this... Continue reading »
by Kimberly Maul // July 7th, 2014 //
»
Xaxis DMP Turbine Spins To Life

Yet another data-management platform (DMP) has hit the market, at least for clients of Xaxis, WPP’s trading desk. The DMP, called Turbine, is the fruits of a $25 million investment. “The strategy we designed with Xaxis was to develop the pieces of the ad tech stack that gave the most competitive advantage to our clients,”... Continue reading »
by Ryan Joe // June 12th, 2014 //
»
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