New Forrester Study Singles Out Top Data Management Platforms
Marketers increasingly want to merge their own customer data with that of third parties to better segment audiences. That’s why the Data Management Platform or DMP has been a hot segment of ad tech over the past few years.
Who are the key players? Forrester identifies some of them in its latest Wave report released today, its first attempt to evaluate the market. Among the takeaways: Adobe, a firm that dived into the data services business just a few years ago, is quickly becoming a powerhouse, but it is also running the risk of offering too many services to differentiate in a crowded field.
The report looks at a small number of companies with DMP offerings: Adobe, Aggregate Knowledge, Blue Kai, CoreAudience, Knotice, nPario, and X+1. Forrester focused only on firms with a DMP client base of at least 10 current clients, comprised primarily of marketers rather than publishers. The report analyzes their current offerings, strategies and market presence.
