The Forrester Wave™: Data Management Platforms, Q2 2019
I’m excited to share that our evaluation of data management platforms — “The Forrester Wave™: Data Management Platforms, Q2 2019” — is now live. In our 34-criterion evaluation, we identified the top seven DMP vendors — The ADEX, Adobe, Lotame, Neustar, Nielsen, Oracle, and Salesforce — and racked and stacked them on current offering, strategy, and market presence.
Data management platforms (DMPs) are a more mature digital advertising technology, giving marketers the ability to analyze and create audiences to target customers more effectively across digital media. Throughout the 2019 DMP Wave research, we found vendors focused on developing capabilities around privacy and consent management, data accessibility, and creating a single customer identifier to manager omnichannel advertising initiatives by using DMPs across different channels and platforms.
Vendors are future-proofing their technologies to ensure they’re privacy-focused, with consent management features, despite the data already being pseudonymized. Providers are keeping pace with amplified data protection laws allowing marketers to personalize their consumer privacy preferences. As roadblocks emerge such as intelligent tracking prevention, look to vendors to fine-tune their technology to equip marketers with a tool to collect audience behavioral data.
Data quality and access took center stage across all vendors. DMPs have long been able to ingest first-party data, but marketers are now looking to them to forge new relationships with second- and third-party data that provides the means to expand their data sets even more with quality in mind. This ancillary data must be accurate and able to help an enterprise execute on its omnichannel ambitions.
To see how the evaluated vendors stack up, Forrester clients can find the full report here.
If you’re interested in digging deeper into the findings of the evaluation or want to discuss DMPs more broadly, please schedule an inquiry.