CHECKLIST TO IDENTIFY THE BEST DMP FOR YOUR BUSINESS
As the digital advertising industry continues to evolve, there are certain measures both publishers and advertisers need to take, so that the landscape will be in balance. Audience data is becoming one of the important factors in determining the value of any inventory. Buyers shifted to programmatic media buying as they realize the scale and targeted reach.
Now, they want publishers to offer their inventory with sufficient data about users to properly weigh the value of each impression. The market is looking to gain more clarity and transparency in what they trade through accessing the audience data.
Leaving the pros and cons behind, publishers should be focusing their strategy to access, manage, and store user data (Non-PII). This involves investing in Data Management Platforms (DMPs).
The purpose of this playbook is to help you begin the DMP evaluation process. The playbook details out the process a publisher should go through to invest in DMPs. This document doesn’t get into any specific solution provider.
A publisher-made guide to evaluation of DMPs.