Why Read This Report
In the world of the always addressable customer — where always connected consumers expect to see the right message in the right place at the right time — sound, sophisticated measurement of every interaction is a business imperative. This report of the digital media buying playbook outlines the four key pillars of digital marketing measurement maturity and describes the primary stages of this maturity. It provides an overview of data management capabilities, a self-assessment diagnostic, and practical advice on how to move from one stage to the next. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. As part of this update, we surveyed 12 leading data management platforms (DMPs) to determine how far cross-platform data ingestion and identification have progressed in the eight months since we published the Forrester Wave™ evaluating DMPs.
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