As marketers seek to better segment their audiences by merging their own customer data with third party information, the Data Management Platform has taken on a life of its own, according to a new report by Forrester.

In this AdAge article, “New Forrester Study Singles Out Top Data Management Platforms: Adobe Is Becoming a Powerhouse in Nascent Data Management Platform Sector,” Forrester Principal Analyst, and report author, Joanna O’Connell suggested that though identifying leaders in a space is helpful, what’s most important in picking this type of partner is first identifying your needs.

“Take a look at what you’ve already got, figure out where there are holes and then fill them,” she said.

Read the AdAge article here: