DMP adoption among agencies is up 49% globally since 2015, yet only a third of media agencies worldwide deem DMPs "vital" to their tech stack. Another 57% of respondents said having access to a DMPis "nice to have," but not vital.
NYS Entity Status
NYS Filing Date
JUNE 07, 2013
NYS DOS ID#
NYS Entity Type
DOMESTIC LIMITED LIABILITY COMPANY
2013 - DMP CHADWICK DRIVE, LLC
AROUND THE WEB
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- DMP Benefits: Finding New Customer Groups... And Lots More
Thursday Mar 9, 2017
What is a DMP good for anyway? Plenty, Gary Milner, director of global digital marketing for Lenovo, in speaking at MediaPost’s Brand Marketers Insider Summit.
For many brands that don’t use a data management platform there can be major issues for companies that still work in silos. Milner says this was the case beforeLenovo took on a DMP, in which it uses the Adobe platform. Lenovo’s DMP connected those silo work areas -- analytics, testing/optimization, creating multichannel campaigns, and media adbuying.
An DMP helps Lenovo segment its data: Onsite engagement, offline data, media data (coming from DSP [demand side platforms]), and algorithmic content.
Other areas where a DMP is helpful: Going after new consumers such as millennials, where a brand doesn’t have first party data. Previously, Lenovo had targeted consumers 40 years andolder. Then, a couple of years ago, it changed to target more millennials.
“In the DSP space we targeted an audience, and when they start visiting our site, our pages, wesee what they look like. DMP looks at their age groups, their characteristics. And then we bucket and group those and push that back up to the DSP so we can look for more people who can respond to ourcampaign.”
More to come from DMPs. Milner says: “AI [artificial intelligence] is the next wave of marketing; DMP will be an enabler. These are still earlydays.”
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The partnerships combine consumer survey responses with first-, second- and third-party data in a partner DMP. Prior to the partnerships, Survata used data gained from pixels and tags in banner ads.Now Survata can serve specific questions to potential consumers based on the data stored in the DMPs.