How a DMP can supercharge your programmatic advertising

01 Jun 2017 | Articles

UNDERSTANDING YOUR CUSTOMER

Understanding your customers is key to successful marketing. A DMP (data management platform) gives you a straightforward way to control your customer data, and gain the insights you need to create more effective campaigns across all your marketing channels.

The 3 most notable areas a DMP can help advertisers include:

CENTRALISING DATA
Collect and analyse all your customer data from a single, easy-to-use platform. All your online and offline, first and third-party data can be centralised, giving you a crystal clear view of your customers.

UNDERSTANDING AUDIENCES

Identify your most valuable target audiences, from you own first-party data and third-party sources. Easily create high-performing customer segments.

DRIVING MARKETING SUCCESS
Use your deep insights to run programmatic advertising campaigns to make more strategic, informed decisions across all your marketing channels.

data management platform diagram connected to demand side platform

However, these three key areas only scratch the surface. Gartner, research and advisory firm, reveal the many applications of a DMP in their article ‘Top 10 Amazing Secrets of DMPs’ and neatly breaks down the jargon to explain the practical use cases of a DMP.

WHY ARE MORE AND MORE BRANDS LOOKING TO DMPS FOR THE ANSWER?

Over 90% of brands will be using a DMP by 2018 according to ExchangeWire, who also found that improved ROI of marketing and advertising activities, ability to turn data into insight, first-party data integration, reduce media buying wastage and data normalization were the leading responses for DMP adoption.

SO HOW DOES A DMP AND DSP TALK TO EACH OTHER?

DMPs store, sort, analyse and categorise all forms of data from first to third party. They define different profile segments and determine the right message that should be delivered to the target audiences. This information is fed into a DSP to refine targeting across devices. For a more detailed explanation check out our blog post ‘From Big Data to DMP’.

DISCUSS THE IMPACT HARNESSING YOUR DATA WILL HAVE ON YOUR PROGRAMMATIC CAMPAIGNS WITH A MEMBER OF THE ADMEDO TEAM. CONTACT US AT [email protected] OR CALL US ON 020 3603 8610.

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Adela has worked in digital marketing across the retail, travel and B2B sectors. She lived in Spain for a year before trading in the mediterranean to work for a multi-website online retailer based in the UK which is where her marketing career began. Adela is the Marketing Manager at Admedo where she manages all elements of marketing strategy from branding, aquisition, content, PR and events.

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