The media landscape is currently going through an unparalleled period of change. We have the large consultancies battling to gain a slice of the media agencies pie; we’re seeing a number of acquisitions further consolidating the landscape, and now we’re entering the beginning of the battle for the telecoms to enter the media space at scale.
One of the biggest pieces of news in ad tech so far this year was the acquisition of AppNexus by AT&T. This acquisition, coupled with AT&T’s acquisition of Time Warner signalled a real statement of intent to fully enter into the media buying and selling space.
Currently, there is no industry-wide agreed definition of a Customer Data Platform (CDP), however, David Raab, Founder of the CDP Institute, defines a CDP as: “A marketer managed system that creates a persistent, unified, customer database that is accessible to other systems.”
50% of enterprises use a Data Management Platform (DMP) either directly, or through an agency partner, according to Gartner’s 2017 Marketing Technology Study. Despite high adoption, many companies struggle to understand the value post-implementation.
I’ve attended DMP pitches where providers acknowledge this fact by sharing that they often successfully migrate advertisers from a failing DMP solution to theirs.
Have your very own GDPR workshop with The Programmatic Advisory
Posted by: The Programmatic Advisory
Categories: GDPR, Training
Since Q4 2017 we have been inundated with requests for help related to the practical implementation of the General Data Protection Regulation (GDPR). GDPR will positively change the digital marketing landscape in Europe from May 25th 2018, giving consumers greater transparency over how data is used within marketing (and many other industries). To answer these requests we have composed a custom 1/2 day workshop which will help businesses understand GDPR and build an action plan of what they, and their advertising partners need to do.