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For B2C Marketing Professionals

Keep Up With Advertiser Targeting Demands

Publishers Must Expand Ad Products To Address Advertiser DMP Adoption

July 19, 2011

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

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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