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For B2C Marketing Professionals

The Tools You Need To Master Omnichannel Digital Media Buying

September 28, 2017


  • By Samantha Merlivat,
  • Susan Bidel,
  • Richard Joyce
  • with Melissa Parrish,
  • Wei-ming Egelman,
  • Andrew Reese

Why Read This Report

This report analyses the choices marketers make when evaluating and selecting the technology to support their digital media buying, like data management platforms (DMPs) and demand-side platform (DSPs). While these choices vary for different businesses, a set of selection criteria will be relevant to all marketers. Read this report to understand how your peers are choosing the tools and technology they need to power their modern digital media buying. This is a new edition of a previously published report; we updated it with 2017 data and new examples for accuracy and continued relevance.

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Table of Contents

  • Today, Digital Media Buying Requires Promiscuous Partnerships
  • Business Outcomes Must Dictate The Adtech Tools You Choose
  • DMPs Are The Cornerstone Of Omnichannel Digital Media Buying
  • DSPs Support The Execution Of Omnichannel Media Buying
  • Recommendations

  • Don't Choose Adtech Like You Used To Choose Media Partners
  • Supplemental Material
  • Related Research Documents