DMPs Go Way Beyond Segmentation
VP Strategic Accounts Chris O’Hara has written a piece for AdExchanger about how DMPs are finding new ways to create value.
Here's an excerpt:
Any AdExchanger reader probably knows more about data management technology than the average Joe, but many probably associate data management platforms (DMPs) with creating audience segments for programmatic media.
While segmentation, audience analytics, lookalike modeling and attribution are currently the primary use cases for DMP tech, there is so much more that can be done with access to all that user data in one place. These platforms sitting at the center of a marketer’s operational stack can make an impact far beyond paid media.
As data platforms mature, both publishers and marketers are starting to think beyond devices and browsers, and putting people in the center of what they do. Increasingly, this means focusing on giving the people what they want. In some cases that means no ads at all, while in others it’s the option to value certain audiences over others and serve them an ad first or deliver the right content – not just ads – based on their preferencesRead this article on AdExchanger