Save or Share this Report

For B2C Marketing Professionals

Savvy Publishers Deploy DMP Insights Across Their Organizations

Ad Sales, Marketing, And Content Executives All Benefit From First-Party Data To Craft Audiences

January 26, 2016

Primary author headshot

Authors

  • By Susan Bidel
  • with Luca S. Paderni,
  • Wei-ming Egelman,
  • Laura Glazer

Why Read This Report

Working on our Q4 2015 data management platform (DMP) Forrester Wave, we have gathered unique insights on how publishers, who market their audiences to their advertisers and market their content to consumers, are increasingly using DMPs to aggregate and deploy their first-party data and to arrange and manage second-party data deals with their best advertisers. Read this report to learn how these experienced premium publishers approach DMPs and structure their organizations to make the best use of their first-party data to become premium and mutually beneficial partners with advertisers.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Want to know what will happen in 2020? Visit Forrester's Predictions 2020 Hub, where you can read what's coming next in marketing, customer experience, technology, innovation, and more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Table of Contents

  • Savvy First-Party Data Management Drives Business For Publishers
  • As Important As It Is, DMP Selection Is Based On Reputation
  • Once Started On One DMP, Publishers Are In It For The Long Haul
  • Recommendations

  • Select A Good DMP, Settle Down, And Find The Time To Drive Results
  • Supplemental Material