What is a Data Management Platform (DMP)?
Update: a link for the whitepaper mentioned in the article below: http://bluekai.com/dmp/
What's A DMP -- And Do I Need One?
The data management platforms (DMP) is probably the least appealing and most misunderstood tool for online advertising. For starters, think of DMPs as a cross between ad servers and customer relationship management platforms. With data playing a more vital role in fueling online advertising, marketers will need tools to help manage of data assets. It's nothing new to business in general, though it may be new to advertising because of the newness of the medium.
To Learn More, Join Us At
The game has changed: publishers are mastering the tools of private marketplaces and open RTB to push out holistic programmatic programs. At the same time, native advertising programs are driving interest and revenue from advertisers, but present new challenges in terms of bridging technologies and workflow. How do publishers strap these programs together to maximize their revenue potential?
WhitePages’ Eric Meixner and Jeff Mayer join will share their experiences in this fast-changing environment and discuss what’s required for next-generation stack optimization and management.