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2019 will be the year the ad tech ecosystem solves its identity crisis

…simple example: a marketer wants to reengage 1 million website visitors via digital ads.  Today, the marketer ‘matches’ those users with their DMP, the DMP matches those users with the DSP(s), and the DSP matches those users with the SSP(s). If everyone in the chain has 80 percent match rates…

MarTech Landscape: What is a data management platform (DMP)?

DMP technology sellers are Adobe AudienceManager (Adobe acquired DMP Demdex in 2011), Oracle DMP (Oracle acquired BlueKai in 2014), eXelate (now owned by Nielsen), Krux and Lotame. Additionally, some DSPs now have their own DMP technology. Turn is an example of a DSP that also offers clients DMP

Related Content: Landscape

CDPs are only scratching the surface of their potential

…themselves to certain buzzworthy data offering. A very similar phenomenon happened in the advertising technology space as the data management platform (DMP) ecosystem started to take shape back in 2010. The DMPs came to prominence as a solution for marketers and publishers to regain data leverage…

Related Content: Cdp

Tag management systems and DMPs — a match made in heaven?

…enterprise tag management and the DMP. But first a little history before looking at their contemporary virtues. Before DMPs were introduced, advertisers targeted websites, sometimes dozens of them, on the presumption they would reach the right audiences. Now DMP technology enables marketers to buy…

Lotame and Cint marry survey panel data with DMP data

…about themselves which is considered deterministic — that is, it is definite, since it came from the person. When a data management platform (DMP) creates online user profiles that are used by advertisers to target ads, that data often comes from many sources and is generally considered to…

LiveRamp moves into B2B data with purchase of Pacific Data Partners

LiveRamp’s IdentityLink utilizes millions of anonymized, cross-channel profiles of consumers for the targeting of ads and other marketing through demand-side platforms and data management platforms. Today, the company is enlarging its scope to include businesses, announcing it has purchased B2B data…

Here’s how & why CDPs differ from CRMs & DMPs

…research them. And you may be looking at that Customer Relationship Management (CRM) system you have, or thinking about the Data Management Platform (DMP) you use, and asking yourself, “They each have a lot of data about my customers, prospects and targets. Aren’t they essentially the same?” Glad…

Related Content: Cdp
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