DMP (Data Management Platforms)

What is DMP? & Why do we need DMP?

DMPs are buyer-side platforms that allow advertisers and agencies to take control of their own first-party audience and campaign data, and compare it to third-party audience data, to make smarter media buying and campaign planning decisions.

Using a DMP, advertisers and agencies can slice and dice their own online and offline first-party data to create audience segments for display, search, video, and social campaigns; apply it to ad campaigns targeting audience across the purchase funnel; and get visibility into the ROI each campaign delivered for each segment. DMPs also allow marketers to pull in and analyze all audience data (including third-party) – presenting a 360-degree view of how campaigns perform against specific target audiences.

Image result for dmp images
Image Source: Lotame Solutions, Inc

A DMP can help advertisers and agencies solve their most pressing challenges.
By putting audience data at the center of online advertising programs, a DMP helps advertisers and agencies answer the following key questions:

• What are the specific targetable attributes of my audience throughout the purchase funnel?

• How can I leverage my own first-party online and offline audience data to more effectively target campaigns?

• How can I use insights from my data to perfect audience segmentation and increase campaign scale?

• How do I gain visibility into cross-platform performance metrics so I can adjust campaign parameters in real time?

• How can I effectively analyze large quantities of audience data to make smarter media buying and campaign planning decisions?

“Audience-targeted ads increase frequency and exposure to the most relevant
audiences at the most relevant times and have been shown to boost campaign ROI
by at least 10%.”

Rex Briggs, Author, ROI: Return on Investment or Return of Investment, 2009

 

Who Needs DMP & Types of Users 

Marketers of all kinds stand to benefit greatly from DMPs because these platforms help them achieve better campaign performance and overall ROIs. Within a marketer organization, there are three main users of DMPs, and each type of user has their unique needs.

  1. LEGAL & AUDIT DIRECTOR 
    • Ensure that compliant and secure methods are used for all data collection and usage
    • Have a tight legal contract with restrictions and compliance to company policy –
    including a quickly executable opt-out clause
    • Include info on privacy and marketing uses of technology on my site (i.e. Privacy info)
    • Be at the forefront of privacy policy/impending legislation
  2. MARKETERS & MARKETING DIRECTORS
    • Empower my teams to buy audiences with minimal waste and scalable insights
    • Test offline models online & Identify how to build customers
    • Leverage current CRM and LTV strategies for real-time decisioning and campaign
    enhancement
    • Tailor messages to audiences based on prior behaviors/interactions (on site and off)
    • Engage in brand-safe data mining and usage that requires compliant legislation
    • House all of my audience data in one place where multiple partners can log in and
    utilize it based on pre-defined sharing and security parameters
  3. IT / OPERATION DIRECTORS 
    • Prevent latency and circumvent traffic issues on my site
    • Ensure the security of my site for all customers
    • Own my own data and control exactly who has access to it
    • Minimize amount of tags on my pages
    • Analyze site traffic and patterns to get insights into customer interaction
    • Increase conversions on my site
    • Enable a support team to quickly address QA issues
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