It’s not new news that data management platforms (DMPs) have driven a revolution in marketing and advertising over the past several years.
For many advertisers, DMPs are the backbone of data-driven marketing, informing the complete marketing cycle – from planning to activation to performance. Data management technology captures, harmonises, visualises and helps make sense of big data for advertisers, providing greater access to measurement across a variety of channels.
Though they can be a game-changer, there’s no ‘easy button’ for selecting and implementing a DMP.
In fact… with the fast pace of the industry, recurring tech challenges, frequent regulation changes, and the introduction of new technologies and players – choosing the right DMP for your business can be confusing and often intimidating.
Annalect, our data and technology arm, has reviewed what a DMP is and its benefits, as well as a few items to consider when deciding which technology is right for you.