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Essential Considerations for Data Management Platforms—A Frost & Sullivan Guide for Buyers 

  • September 2015
  • -
  • Frost & Sullivan
  • -
  • 19 pages

Summary

Table of Contents

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.

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