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Essential Considerations for Data Management Platforms—A Frost & Sullivan Guide for Buyers : Driving Efficiency in the Digital Advertising Ecosystem

Introduction

In this age of customer-driven brand interactions, having the right tools to support the ultimate goal of integrated data, coordinated cross-channel campaigns and relevant customer interactions becomes increasingly important. Data management platforms (DMPs) have become essential to connect the digital dots, uniting disparate data stores into a single repository, thereby increasing its value and usefulness across online and offline points of engagement. This Frost & Sullivan research insight provides organizations with the essential DMP considerations – especially as they craft a request for proposals (RFP) for data management technologies.

Data Management Platforms

The insights generated from consumers’ digital activities can help brands, marketers, and content publishers deliver targeted offers and custom content services. The wide range of activities performed by consumers in the brick-and-mortar retail environments form a source of data (about consumers) as well. The need to appropriately process these vast and complex data sets has led to the emergence of data management platforms (DMPs), which can ingest and normalize the data sets and develop actionable insights about consumer behavior. In the context of digital advertising, a DMP can be used by marketers and agencies (collectively referred to as “buy side”) and content publishers and app developers (collectively referred to as the “sell side”) to make audience data meaningful and actionable. Therefore, a DMP plays a central role in the advertising ecosystem, where their services (or capabilities) are used by both the buy and the sell sides to power digital marketing.

Table Of Contents

Essential Considerations for Data Management Platforms—A Frost and Sullivan Guide for Buyers 
Introduction 3
Data Management Platforms 3
DMP Buyer Considerations3
Key DMP Functions3
Table Stakes for a DMP 4
Best Practices for DMP Adoption 5
DMP Evaluation Essentials6
Basic Capabilities 6
Other Essential Capabilities 6
Sample List of Essentials 7
Key Product Questions to Ask DMP Providers7
Key Business Case Questions to Ask DMP Providers 8
Customer Journey Considerations9
DMP RFP Sample Questions10
Data Management 10
Support for Advertising 12
Campaign Creation12
Campaign Optimization 13
Performance Reporting 14
Privacy 15
General16
The Final Word17
Legal Disclaimer:18
The Frost and Sullivan Story 19

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