The best-fit Data Management Platform can cut down wasteful Marketing spend

Targeting the Precise Audience

DMP enables publishers to receive audiences based on first-party data from marketers—in a privacy compliant way—provided that marketers are on the same platform. The publisher can then target the precise audience in which the marketer is interested.

Segmentation of Audience Data

Marketers can effectively segment and analyze their target audiences by analyzing first-party data sourced from their own touch points as well as third-party data sourced from external agencies. By analyzing visitor data (on industry, interests, purchase history, etc.), marketers can develop audience segments and sell them to advertisers or other media buyers. This enables them to target consumers that fall under each segment category. 

Understanding the Audience

A good DMP comes with preloaded third-party data. These data can be used to reveal insights about consumers that could increase the value of those impressions.

Waste Reduction

Marketers can use the DMP to identify audiences with the same demographics as those sourced from multiple touch points. The DMP also helps marketers and avoid repetitive data, resulting in more efficient budget allocation among media and data vendors.

Data Security

DMP vendors offer data protection, enabling publishers to monitor potential data leakage.

Personalization

DMPs can be used to personalize clients’ websites and the subscription sign-up flow. 

Audience Analytics

Third-party data in the DMP can be used to better understand which type of users drive their most popular content.

Flat Rate Fee

Longer Contract Duration

Sourcing in Stack

Global Sourcing

DMP buyers who have a fixed target of impressions can realize cost savings by sourcing the DMP on a flat-rate fee. This helps them pay a flat, agreed-upon fee based on unique number of impressions passing through the platform.

Because of DMPs’ importance in the digital marketing space, a long-term contract with the DMP vendor, rather than multiple short-term contracts, would help the buyer save costs.

A DMP supply base offers multiple interrelated services. Buyers source multiple services in a stack from the same vendor. They can thus negotiate at a better price than sourcing multiple services at a higher price from different vendors.

The DMP is a region-agnostic service. Therefore, sourcing the DMP at a global level from the same vendor would help the client negotiate with the vendor for an attractive price.

Salesforce

Adobe

Adobe integrates its advertising technology offerings with marketing technology offerings. Thus, it delivers a unified view of its audiences to targeting and personalization platforms—website, search and display

Media Math’s key strengths include strong real-time media execution; open interoperability with data, media and technology providers; omni-channel integration; and insights from processing data from volumes of interactions.

Nielsen

Nielsen provides a single view of customers across all channels. It provides access to the clients’ first-party data as well as Nielsen’s audience data. Thus, it develops detailed insights across various consumer attributes.

Oracle

Oracle aspires to become a one-stop-solution provider for managing customer data. It has started acquiring many niche suppliers operating in the allied space, which gives it an edge over others in the service portfolio.

Neustar

Neustar’s integrated marketing solution gives marketers a complete and real-time portrait of their customers and prospects based on accurate data, thereby facilitating a personalized customer-brand dialogue across all marketing channels.

Lotame

Lotame remains independent, which contributes to its agility and level of personal service. Lotame offers the most widely used, trusted and comprehensive data exchange service in the industry.

KBM Group

KBM, part of the WPP group, offers a cost-effective, no-frills service built on the legacy of data assets.

Adform

Adform has a strong set of third-party data and martech integration. It also facilitates coordination to utilize buckets of siloed data.

Turn

Turn’s unique data querying option really differentiates it from others in the space. Moreover, its customer journey analytics make it a good choice for e-retailers.