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For Marketing Leadership Professionals

Keep Up With Advertiser Targeting Demands

Publishers Must Expand Ad Products To Address Advertiser DMP Adoption

July 19, 2011

By Michael Greene with Emily Riley, Joanna O'Connell, James McDavid

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Why Read This Report

Advertisers are adopting data management platforms (DMPs) and planning for more sophisticated audience targeting tactics, including the use of first-party advertiser data. These tactics will put pressure on publishers to enable deeper targeting opportunities through both direct and exchange-based sales channels. Successful publishers must respond to these demands by building a larger, more flexible ad products portfolio.
Tags: Interactive Marketing Strategy and Process, Marketing Automation, Marketing Organization & Culture, Marketing Resource Management
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