DMPs will rule the roost in targeted marketing


DMPs are poised to become the engine of targeted marketing. A DMP enables what you and other one-to-one marketers have always wanted: omnichannel, cross-device, personalised customer experience and advertising with the help of a single customer view.

The single customer view in a DMP is not limited to the traditional 360° view collected from interactions in your own channels; it includes web traffic on third-party sites as well as data from selected third-party data providers. I call it a “customer 720° view” – it’s like adding another 360° layer of anonymous web data on top of the traditional internal customer data. Adobe calls it a “high-definition” view of the customer. What do you call it?

DMP stands for “data management platform”. A poor name, if you ask me, as DMPs are undeniably part of the field of marketing and include data about customers, consumers, audiences, cookies, devices, etc. The reason for such an empty name may well be that a DMP is fundamentally a universal identity matching service processing anonymous or anonymised data. It sucks in all sorts of identities, customer IDs, cookies, first-, second- and third-party data, device identifiers, and then it finds those identities that belong together. DMPs have to work out that behind my various devices and browsers there is one person, not 12 browsers or four devices on three different operating systems. Traditionally, advertisers target each of my browsers separately. And this only concerns traffic on third-party sites. How do you then tie my behaviour on those sites to my email or call centre interactions? Well, you don’t – without a DMP.

According to Econsultancy, investments in DMPs have doubled over the past year, and approximately two-thirds of survey respondents agree that DMPs are key to the future of programmatic advertising. Are you taking advantage of a DMP? 

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