Keep Up With Advertiser Targeting Demands
Publishers Must Expand Ad Products To Address Advertiser DMP Adoption
July 19, 2011
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.
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