More Marketers to Use DMPs to Manage Bigger Ad Efforts

In the era of Big Data, we can all expect to hear more about data management platforms (DMPs).  With so much information flooding in from social media and other online marketing formats, enterprises need help to make sense of it all. Some marketers are building their own DMPs while others are buying these services, hoping the tools will allow them to improve their next generation of advertising campaigns.

In studying this topic, the IAB and Winterberry Group report that senior marketing managers jointly described the DMP as a  “technology-​centered solution for aggregating, integrating, managing and deploying disparate sources of information.” Industry experts have the following opinions about DMPs:

  • Organizational interest has increased 92%
  • The platforms are key to improving performance of advertising and marketing 77%
  • Have already implemented a system or will do so within the year 62%

Marketers have also identified the specific ways that DMPs will be used in their organizations. The top reason for investing in a system will be to improve ad targeting effectiveness (87%). About 83% also see DMPs as great tools to help them shift to media ‘audience buying’. Media buying is another area being targeted for efficiencies with 74% of marketers expecting DMPs to automate the process and 73% expecting the systems to optimize the process.

Whether marketers are compiling data within their own organization or bringing in data from business partners or a third party, they’ll be using DMPs to help them support their ad targeting and media buying processes.

[Source: Data Management Platform: Foundation for Right-​Time Customer Engagement. IAB​.net. November 2012. Web. 28 Nov. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.