Is a Data Management Platform right for you?

Gaelle Simon-Drocourt

This article examines the rise in use of Data Management Platforms (DMP), why they are popular and whether advertisers should consider investing in building and running their own.
  • DMPs house and harmonise any form of data to help map consumer behaviours and optimise media buying, based on tracking cookies, search data, web analytics and more.
  • Publishers, media agencies and advertisers, especially large media agencies, use them; the US DMP market is set to grow at a 43% compound annual growth rate from 2015 to 2021.
  • Mid-sized advertisers, however, should avoid investing in a DMP unless they have a clear strategy for its use and a definable need for one....

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