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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

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…

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…

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…

Salesforce buys DMP Krux

Ken Wolter / Shutterstock.com Salesforce is continuing its buying spree with today’s announcement that it is buying data management platform (DMP) Krux. Although deal terms were not disclosed, The Wall Street Journal and others are reporting the price tag was around $700 million. The announcement…

Software dev firm Clearcode launches security-minded DMP

…offers. The stack also includes a tag manager for managing website tags and sending the data to the DMP, and a content personalization engine for displaying content that is based on the DMP’s audience data. 7suite is oriented toward desktop and mobile sites, not apps. Clearcode, founded in 2009,…

Skimlinks Makes Its User-Intent Data Available To DMP Lotame

…shares all that B2C intent data — such as, these users have clicked on links to HD TVs — with those publishers. Lotame is a data management platform (DMP) that provides all sorts of behavioral, demographic and other targeting data for advertisements and various kinds of marketing, but it has only…

1plusX adds search-like keyword targeting to its DMP

…“search engine-like” targeting. European ad network Goldbach Group is the first to offer keyword targeting for brands’ campaigns through the DMP 1plusX. Recently developed by the Zurich-based firm, the keyword targeting lets advertisers find the audiences they want to target online using…

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