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»DMPs

As Ad Tech Consolidates, Publishers Need To Tread Carefully

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jayson Dubin, CEO at Playwire.  Remember ad exchanges? They used to be a regular feature of the ad tech landscape. Now? You can hardly find a stand-alone ad exchange. That’s because other ad tech… Continue reading »
by AdExchanger Guest Columnist // July 1st, 2022 //
»
Michael Katz, CEO & co-founder, mParticle
MParticle CEO Michael Katz On Living In The CDP Era

Three years ago, at AdExchanger’s Industry Preview event, Michael Katz, CEO and co-founder of customer data platform mParticle, pronounced from the stage that “DMPs are dead. Welcome to the CDP era.” It was a somewhat controversial statement at the time, although not necessarily surprising coming from a CDP. Even so, it’s a sentiment that’s “aged… Continue reading »
by Allison Schiff // January 4th, 2022 //
»
If independent CDPs don’t do a better job of differentiating themselves both from the marketing clouds and from each other, the clouds will keep on grabbing the lion’s share of mindshare.
Advertiser Perceptions: Marketing Clouds Dominate The CDP Category, But There’s More To That Story

Over half (52%) of marketers say that they use Salesforce or Microsoft as their customer data platform, according to the most recent Advertiser Perceptions report on the CDP market. Clear evidence that the marketing clouds are dominating the CDP category … right? Here are a few grains of salt. For one, when Advertiser Perceptions conducted… Continue reading »
by Allison Schiff // January 21st, 2021 //
»
Indie CDPs Need To Do A Way Better Job Explaining Their Value

When it comes to use, familiarity, market share and mindshare in the customer data platform (CDP) ecosystem, the big marketing clouds lead their smaller indie counterparts by a mile. But a peek under the hood reveals a more nuanced story. The marketing clouds are sucking all the air out of the room, but it’s the… Continue reading »
by Allison Schiff // March 10th, 2020 //
»
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 //
»
Lotame CEO On Launching A Private Data Exchange, And Why The New DMPs Are “Fool’s Gold”

Point solution technology often gets a bad rap, but that’s exactly what Lotame wants to be. Lotame, which started life as a data management platform (DMP) for publishers, has been systematically unstacking itself to make parts of its DMP available a la carte, including a connected TV product suite and firehose access to Lotame’s global… Continue reading »
by Allison Schiff // September 11th, 2019 //
»
Developing A Data Strategy Is A Lot Of Work – But The Juice Is Worth The Squeeze

Mindshare Chief Data Officer Rolf Olsen and Oleg Korenfeld, EVP of ad tech and platforms at Spark Foundry, will speak at AdExchanger’s upcoming PROGRAMMATIC I/O New York conference on Oct. 25-26 in a presentation titled “Data Accuracy and the DMP.” Partnering with a data management platform doesn’t count as a data strategy, said Rolf Olsen,… Continue reading »
by Allison Schiff // September 19th, 2017 //
»
DMP Adoption Is On The Rise, But Challenges Remain

Most marketers know they need data management platforms and a growing number have either already implemented one or plan to do so soon. Yet marketers in some industries, such as manufacturing and education, are seriously lagging in DMP adoption, according to a survey released Tuesday by market research firm The Relevancy Group. Forty-one percent of… Continue reading »
by Allison Schiff // January 31st, 2017 //
»
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 //
»
Lack Of Data Still A Challenge In APAC

Programmatic has been gaining steam in the Asia-Pacific region, but the industry still lacks awareness and understanding, according to a new study from Singapore-based MediaQuark. Of the 108 respondents to the company’s survey, 62% said that a lack of industry understanding was one of the biggest challenges for programmatic in the APAC market. Looking at… Continue reading »
by Kimberly Maul // January 12th, 2015 //
»
See more articles
 

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