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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

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  • 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.

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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