Trends Report

Boosting First-Party Data Effectiveness With DMPs

How Smart Publishers Are Partnering With Data Management Platforms For Greatest Effectiveness And Efficiency

January 10th, 2014
SB
Susan Bidel
With contributors:
Collin Colburn , Luca Paderni

Summary

Publishers are simultaneously marketers of their own products and vehicles for the marketing efforts of advertisers. Their most important asset, on both counts, is the data they have about their audiences and their subscribers. By collecting all this data in one place and then mining it for insights into the behaviors and preferences of their users, publishers can manage audiences more effectively and efficiently, inform their product development, and deliver a compelling promotional and engagement platform to their advertisers. Read this report to understand how publishers should partner with data management platforms (DMPs) to manage, access, and mine this wealth of consumer data with greatest effectiveness for their business and clients.

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