Who is the best dmp

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This helps us to better understand how visitors can find and use our site and allows us to run better campaigns. This profile is not linked to your name, address, e-mail address, etc. Post updated: April Data Management Platforms , or DMPs, are essentially platforms which house important digital data, such as customer data e.

Benefits of DMPs Unifies data and breaks down silos. Brings all your data together on one single platform, giving you and your team a more cohesive view of customers.

Helps identify new audiences and customers. Ever heard of audience extension or lookalike modeling techniques? These are great features offered in some DMPs that let you discover and target new customer groups. It is also an audience data provider integrating with data and digital marketing vendors to offer access to 27 billion user profiles that enable the development of look-a-like audiences and improves the targeting of existing audience segments. It ingests data from all sources, including first-, second-, and third-party data.

Built on edge processing, Permutive offers real-time segmentation and analysis, including unlimited analysis of historical data and live campaign analysis. It collects data from all data sources and provides real-time segmentation, look-a-like audience building, and integrates with a number of ad providers for data activation. ADEX also provides a data marketplace to share customer data.

Lotame is a provider of data solutions. Other vendors who made the list include:. It does, however, have a magic quadrant for data management platforms for analytics, but that report does not include DMPs for marketing. Learn More. A DMP enables marketers to serve targeted ads programmatically using anonymous customer data.

A CDP…. Are you trying to figure out ad tech? Who you are: what business, industry and market you operate in? For example, B2C enterprises have much larger data volumes than a B2B, or industries in highly regulated markets such as healthcare and financial services have far stricter compliance and data protection obligations than others. The size enterprise, mid-market or SMB and scale complexity of market segments, geographies etc.

The present state of maturity of your customer data management practices and technology; as well as marketing complexity. As Ms. If so, a DMP will get you insights into campaign performance like frequency, audience performance, optimization opportunities, etc. However, if you have a short list of partners — a single DSP and a couple of other media partners — then you can do all of the needed activities with an onboarding solution and directly with your partners.

In the former, adtech applications may be more central to the marketing plan, whereas in the latter, it would be more focused on leveraging first party customer data to deliver ever more personalized experiences that retain customer and maximize their lifetime value. Your choice of technology should consider the most important priorities — if scale of reach of advertising for customer acquisition is your single biggest priority, a DMP would be a great option.

Dependence on an agency to execute marketing : if you tend to outsource significant amount of advertising or marketing activity to your agency, you will probably want a secure and accessible way to share data with them- especially first party data. Using a DMP that both can access helps with this, though, as Ms. Available resources: budgets, skill sets and people: no robust customer data management technology comes cheap in terms of either software licensing or manpower and expert skill deployment.

Also think about whether you wish to execute the deployment inhouse, via a consultant, or completely outsource to an agency. DMPs lend themselves well to this latter model, where media agencies manage the entire end-to-end process of audience segmentation and programmatic advertising.

Your choice of technology will certainly depend on the resources available to properly exploit the potential of these highly advanced platforms. Complexity and scope of data you want to capture and the number of online, digital and offline sources you want to capture from. What is the scope of data structuring, analytics and activation required? Speed, flexibility and dynamism of content and communication you need in your context: some industries, such as travel and airlines, have split seconds or less to serve u the right ad to win a sale, whereas others, such as insurance or automobiles, are more considered purchases and may not need the same degree of speed in the data activation technology deployed.

There are multiple facets to building out marketing capabilities to deliver on [acquisition and retention] objectives—data, insights, infrastructure, strategy, technology, partners, creative to name a few.

At the end of the day, the DMP is for marketers who want insights into audiences and campaigns from a single platform. And, while DMP capabilities can be accounted for in other technologies, your organization needs to figure out how the DMP is to be used and if those capabilities exist in the organization yet.

All in all, it seems to me that enterprise scale marketers, especially in the B2C and D2C space — would have acquisition and retention goals, and would need to invest in both — CDPs to manage their first party data and activate it into marketing technology stack components for one to one marketing; as well as a DMP to help scale advertising campaigns to look alike audiences.

Once you have decided to invest in a DMP, it is also useful to remember these 3 best practices when it comes to deploying a DMP for best outcomes:.

During the data onboarding stage : ensure the right technical team members are involved to ensure your data structures are set up and organized for optimal and persistent data flows. Data onboarding is not a one-time activity but an ongoing one for as long as you wish to communicate with customers who are constantly changing and doing new things.

During the audience segmentation stage , once you have onboarding sorted , work with strategy and media planning teams to ensure the right taxonomies are built to anticipate delivery and scalability. At the activation stage is when you witness the real power of a DMP in action.

With rigorous testing and layering on of 2nd and 3rd party data, the audience segments start building up at scale, giving you endless sources of segments to play with.

It is also useful to remember that a crucial deliverable of a DMP is advanced media measurement capabilities to help marketers better quantify audience performance across media assets. There are several robust stand-alone DMPs to choose from, also several marketing clouds that offer strong DMPs as part of the suite. This alphabetically arranged list includes the most popular DMPs from both categories, and later you will also find some notable mentions and specialist DMPs that focus on certain areas.

Adobe Audience Manager resides within the Adobe Experience Cloud and offers to help marketers connect their consumer data ingested from various diverse sources with brand experiences across multiple touchpoints — both online and offline. Marketers can identify their most valuable audiences , and then deliver targeted advertisements with a greater chance of conversion, thanks to Adobe Sensei, their AI and machine learning framework, which helps estimate audience-segment reach with higher confidence.

A highlight of the platform is that it is able to match data to a persistent ID, for ongoing audience segmentation that stays relevant and current. Thanks to its advanced analytics capabilities and of course its integration with Adobe experience cloud, its mostly enterprise customers can tie in audience management to the larger marketing stack.

It also combines first-party data with third-party data sources to build out a more accurate understanding of customers and prospects. On the measurement end, OneView can map even the most complex omni-channel, multi-touch consumer journeys to arrive at true attribution. Google Audience helps brands build and execute a cross-channel media plan in a single tool. Within the Google universe, this tool allows marketers to apply advanced insights and automation to reach viewing audiences more effectively.

Unlike some of the other leading DMPs listed here, it is an independent DMP, and not part of a larger marketing cloud. Among its best capabilities are its dynamic and hierarchical segment building which enables a greater flexibility in responding to market signals, predictive analytics, and second- and third-party data availability. It is heavily focused on DMPs core use-cases but is also working on its identity resolution and security standards.

It also offers publishers a great platform to monetize first-party data and is actually deeply focused on helping publishers, marketers and agencies find new customers, increase engagement, and grow revenue through audience data.