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How to Choose a DMP

Posted by Chris O'Hara on December 11th, 2012 at 1:01 am

A Conversation with Bridget Bidlack of [x+1]

Today, data is like water: Free-flowing, highly available, and pervasive. As the cost of storing and collecting data decreases, more of it becomes available to marketers looking to optimize the way they acquire new customers and activate existing ones. In the right hands, data can be the key to understanding audiences, developing the right marketing messages, optimizing campaigns, and creating long-term customers. In the wrong hands, data can contribute to distraction, poor decision-making, and customer alienation. In order to combat that problem, there are now over a dozen data management platforms (DMPs) configured to help marketers and publishers leverage their first party data, and take advantage of the growing universe of 3rd party data. I recently sat down with a DMP veteran, Bridget Bidlack, to ask how one should approach choosing a platform.

To the unpracticed eye, it seems like many DMPs do exactly the same things. What are some of the subtleties and differences between the major platforms?
Bridget Bidlack (BB): It’s true that, to someone unfamiliar with the technology, the differences may seem subtle, but that’s often the case no matter what you are discussing. I recently came across a catalog that... Read more