The DMP conversation has evolved sharply in the Australian market from an interest and evaluation phase a year ago to its current phase of high adoption amongst brand side marketers.
At a high level the DMP is designed to collect data from almost anywhere, organise it intelligently and activate it wherever it needs to go. But underneath this macro view, a true open data platform should be able to power your data strategy through its modular products.
Optimisation Modelling to reduce CPA, private data exchanges of premium assets, DMP to DMP synchronisation, cross device measurement and powering multiple activation channels are just some examples.
Do we actually need a whole DMP license is sometimes a question worth asking through an evaluation process? Do the vendors im assessing promote an open and portable data ecosystem?
Lotame’s ANZ Commercial Director Ian Curd walks the audience through these questions.
Ian Curd, Commercial Director, Lotame