Summary
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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