AdExchanger Research Delivers Solutions for Maximizing Value of Data Management Platforms

NEW YORK, Oct. 23, 2014 /PRNewswire/ -- Successful deployment of Data Management Platforms (DMPs) requires strategic focus, data savvy and operation heavy lifting on the part of marketers, according to a new report by AdExchanger Research, a practice designed to provide thoughtful analysis on the digital media and marketing technology ecosystem.  

"Marketers today are under an increasing amount of pressure to deliver relevant, cross-channel experiences to consumers," said Lizzie Komar, Associate Analyst at AdExchanger Research and author of the research.  "Although it is one of the most talked about technologies for marketers, there is still much work that needs to be done in order for organizations to reap all the benefits the DMP has to offer."

In this new report, titled "DMP Fundamentals: Pitfalls and Solutions," AdExchanger Research identifies a series of challenges across three phases of DMP adoption that marketers need to tackle in order to make a DMP investment worthwhile.  The three phases include:

1. Requirements gathering
2. Vendor selection
3. Deployment

The role of a DMP is to collect, manage and activate data so marketers can better target their ads, understand more about different audience segments and offer personalized customer experiences.  However, marketers need guidance with each phase of DMP adoption.

According to the research, most marketers are unprepared to leverage DMPs effectively.  The report responds to these challenges and provides ways for organizations to maximize value from the DMP – laying the foundation for ongoing optimization of the investment.  It outlines steps organizations can take to support the needs of the DMP, recommends ways for marketers to mitigate the risk of overinvestment and suggests a plan for scaling data collection.

"The DMP landscape will no doubt evolve over time," said Joanna O'Connell, Director of Research at AdExchanger Research.  "However, because it is a true 'intelligence engine' for marketers, DMPs will continue to be valued with high regard."

The report, "DMP Fundamentals: Pitfalls and Solutions," is available for purchase by visiting research.adexchanger.com.  

About AdExchanger Research
AdExchanger Research was formed in 2013 by AdExchanger to provide thoughtful analysis on the digital media and marketing technology ecosystem.  As a complement to AdExchanger's editorial and publishing arm, our research practice is intended to provide ongoing guidance, advice, support and interpretation of the dynamic digital landscape. Visit AdExchanger Research at research.adexchanger.com.

About AdExchanger
Founded in 2008, AdExchanger is an integrated media company – which includes publishing, conferences and research – devoted to the data-driven, digital marketing space.  AdExchanger enables the exchange of ideas between all members of the "ecosystem," including agencies, advertisers, publishers, data providers, ad networks, media traders and marketing technology companies.  The goal of this exchange is to help improve understanding and efficiency.  The publication has 140,000 monthly unique visitors and a daily newsletter with more than 16,000 subscribers.  The company also produces the leading conference in programmatic media, PROGRAMMATIC I/O, and Industry Preview, which provides an exclusive look at the year ahead in digital marketing technology.  Visit us at www.adexchanger.com and follow us on Twitter at @adexchanger to stay informed on the latest news.

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SOURCE AdExchanger Research

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