The rise of the Data Management Platform

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: https://adage.com/article/datadriven-marketing/marketers-dmps/243746/