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  • Data Management Platforms (DMPs)

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  • For B2C Marketing Professionals

    Report

    Report Forrester Ad Technology (Data Management Platforms) Forecast, 2016 To 2021 (US)

    ForecastView Spreadsheet
    April 12, 2016 | Jennifer Adams

    Data management platforms (DMPs) facilitate smarter media buying by unifying data from multiple sources to allow more accurate and detailed audience segmentation. We expect the US DMP market to...

  • For B2C Marketing Professionals

    Report

    Report The Tools You Need To Master Omnichannel Digital Media Buying

    Tools And Technology: The Digital Media Buying Playbook
    April 11, 2016 | Richard Joyce

    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...

  • For B2C Marketing Professionals

    Report

    Report The State Of Programmatic Digital Media Buying 2015

    Benchmarks: The Digital Media Buying Playbook
    March 9, 2016 | Richard Joyce

    This report highlights the key findings from our 2015 DSP and DMP Forrester Wave™ online surveys, with a focus on key challenges and best practices for applications of programmatic digital media...

  • For B2C Marketing Professionals

    Report

    Report 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 | Susan Bidel

    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...

  • For B2C Marketing Professionals

    Report

    Report Predictions 2016: Media's Unbundling Accelerates

    How TV, Audience Data, And Ad Quality Will Change For Marketers
    November 13, 2015 | Luca S. Paderni

    The year 2016 will see the process of digitization of the media ecosystem continue apace and addressability will cut across all types of media, accelerating the unbundling of media offering and...

  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Data Management Platforms, Q4 2015

    The Data Management Platforms That Matter Most And How They Stack Up
    November 10, 2015 | Susan Bidel, Richard Joyce

    In our 66-criteria evaluation of data management platforms (DMPs), we identified the eight most significant ones and researched, analyzed, and scored them. This report shows how each provider...

  • For B2C Marketing Professionals

    Report

    Report Making Sense Of The Video Ad Ecosystem

    How Consolidation Will Take The Video Ad Ecosystem To Its Audience-Centric Future
    August 5, 2015 | Jim Nail

    The convergence of TV content with digital formats and distribution will dramatically change decades-old practices for how advertising is planned, bought, and measured. A rush of video ad-tech...

  • For B2C Marketing Professionals

    Report

    Report Content Marketers Share Data With Other Brands To Close The Loop From Interest To Sales

    Second-Party Data Provides More Reach Than First-Party And More Granularity Than Third-Party Data
    November 24, 2014 | Ryan Skinner

    As marketing leaders amass rich and detailed records of the interests and intents of their customers, the value they can derive from second-party data — by intelligently patching into other...

  • For CMO Professionals

    Report

    Report Brief: Scope Trumps Size In Media Agency Partnerships

    Cross-Platform Expertise And Ability To Activate Context-Rich Data Overtake Buying Power As Key Agency Differentiators For Advertisers
    July 3, 2014 | Sarah Sikowitz

    The media landscape is rapidly evolving as advances in digital technology drive increased media fragmentation and new media consumption behaviors. These forces are changing for good the way media...

  • For B2C Marketing Professionals

    Report

    Report Expanding Publishers' Monetization With Sell Side Platforms And Exchanges

    June 25, 2014 | Susan Bidel

    Premium publishers with direct sales teams that wish to meet marketers' growing demands to buy and execute programmatically, complete with the ability to integrate first- and third-party data, are...

  • For B2C Marketing Professionals

    Report

    Report Quick Take: Oracle Arms Itself With Data In The Marketing Cloud Wars

    Marketing Tech Giant Oracle Buys DMP Platform BlueKai To Strengthen Its Appeal To Marketing Buyers
    February 26, 2014 | Cory Munchbach, Susan Bidel

    On February 24, Oracle announced its intent to buy data management platform (DMP) BlueKai for an estimated $350 million. The company describes the acquisition as a means to expand its Marketing...

  • For B2C Marketing Professionals

    Report

    Report Boosting First-Party Data Effectiveness With DMPs

    How Smart Publishers Are Partnering With Data Management Platforms For Greatest Effectiveness And Efficiency
    January 10, 2014 | Susan Bidel

    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...

  • For B2C Marketing Professionals

    Report

    Report DMPs Deliver Value To Early Adopters In A Nascent Market

    Learn From Early Movers About The Why, The How, And The What's Next
    October 10, 2013 | Susan Bidel

    Data management platforms (DMPs) add tremendous value to both anonymous digital data and existing customer data by providing a single, unified platform for data collection and processing....

  • For B2C Marketing Professionals

    Report

    Report Solving The Cross-Platform Targeting Riddle

    Why Marketers Should Not Be Satisfied With Today's Mechanisms For Targeting Individuals Across Platforms — And What They Can Do About It
    August 23, 2013 | Joanna O'Connell

    As consumers increasingly embrace personal mobile technologies, the third-party cookie, the most prevalent desktop-based targeting mechanism, is showing its limits at identifying and addressing...

  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Data Management Platforms, Q3 2013

    DMP Providers That Matter Most For Marketers And How They Stack Up
    August 21, 2013 | Joanna O'Connell

    In Forrester's 70-criteria evaluation of data management platform (DMP) vendors, we evaluated the seven most significant providers — Adobe, Aggregate Knowledge, Blue Kai, CoreAudience,...

  • For Customer Insights Professionals

    Report

    Report It's Time To Bridge The Audience Data Management Divide

    How Customer Intelligence Can Unify Audience Intelligence Across Channels To Enable Advanced Advertising
    May 15, 2012 | Srividya Sridharan

    Marketers constantly seek ways to design addressable marketing programs that reduce media waste and create targeting efficiencies: Direct marketers turn to marketing databases to inform audience...

  • For B2C Marketing Professionals

    Report

    Report Case Study: HP Deploys A DMP To Harness Audience Data

    March 26, 2012 | Joanna O'Connell

    Hewlett-Packard, a leading technology provider with a global footprint, saw an opportunity to significantly improve its digital marketing efforts by creating a universal framework for user-level...

  • For Customer Insights Professionals

    Report

    Report Customer Intelligence: Embrace DMPs To Enhance Your Digital Relevance

    Why Customer Intelligence Pros Must Collaborate With Interactive Marketers
    August 23, 2011 | Srividya Sridharan

    The emergence of data management platforms (DMPs) as a technology that serves the audience segmentation and targeting needs of interactive marketers has wide implications for Customer Intelligence...

  • For B2C Marketing Professionals

    Report

    Report The DMP Is The Audience Intelligence Engine For Interactive Marketers

    July 25, 2011 | Joanna O'Connell, Michael Greene

    Segmentation has always served as a core underpinning of traditional marketing. The benefits are myriad and well understood by those in the offline world. The very recent advent of the data...

  • For B2C Marketing Professionals

    Report

    Report Keep Up With Advertiser Targeting Demands

    Publishers Must Expand Ad Products To Address Advertiser DMP Adoption
    July 19, 2011 | Michael Greene

    Advertisers are adopting data management platforms (DMPs) and planning for more sophisticated audience targeting tactics, including the use of first-party advertiser data. These tactics will put...

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