Over the last decade, the worlds of digital advertising, marketing, commerce, and media have become a sea full of alphabet soup acronyms. It includes RTB, DSP, DCO, PPC, PII, CMS among others. The latest addition is the data management platform, or DMP. As publishers and marketers aggregate more data, from more sources, the need for a central hub to integrate and manage these large volumes of data is apparent more than ever.
Today’s DMP solutions are quickly evolving, but marketers have varying perspectives when it comes to the best role DMPs play in the data ecosystem. This whitepaper explores the goal of the DMO and its predicted evolution, as well as address the landscape of users and third-party developers that have prompted its growth.
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