Data Management Platforms Demystified

March 25, 2011 Source: MediaPost

This article from Mark Zagorski, CEO of eXelate, does a good job breaking down what a DMP actually is (or does). A good read for ad ops and publishers learning more about DMPs and what they could mean for your business. SK

Demystifying DMPs: 5 Things Publishers Should Consider When Selecting A Data Management Platform

In the alphabet-soup online advertising world we live in, the latest acronym to join DSPs, SSPs, IOs and RFPs in our lexicon is "DMP." As with many of the new and similarly labeled ad products, misconceptions develop about just what a DMP (Data Management Platform) is, the added value it can help create, and the functions it needs to provide to best fit a publisher's goals.

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