DMPs - Do they represent good value for publishers?
I'm currently reviewing our strategy regarding data management and audience segmentation/targeting to ensure we are capable reacting to the ever evolving demands of clients in what is an increasingly programmatic world!
As part of this, I'm looking into the cost benefit of working with a third party Data Management Platform in order for us to gather ACTIONABLE insight into our audience for use for both direct "premium" sales and across programmatic channels and potentially for audience extension.
For the most part, DMPs are not cheap! so I'm interested to hear about your experience of working with a DMP and if the partnership has proved successful from both an operational and/or sales point of view?
Are there any exciting alternatives to what would be considered a traditional DMP that I should be considering?