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.
Getting Technical: How to prepare for an RFP process
Posted by: The Programmatic Advisory
Running an RFP (Request for Proposal) process is often necessary to ensure that your marketing solution and partners are the best fits for your business needs. They provide a structure to ensure that the necessary information is received to make an informed investment decision.
Despite the benefits of the process, they can often be cumbersome, taking a lot of time and resource to execute. This is multiplied by the inclusion of multiple vendors and stakeholders so it is, therefore, crucial to ensure that an RFP process is planned well.
Recently P&G announced (link) they would be making changes to their programmatic tech stack by switching out Audience Science, a long-time partner and early innovator in the programmatic space and switching in a centralised global DMP (via Neustar) alongside a conveyor belt of demand side platforms dependent on their capabilities against a given brief for a given market. You can easily argue the pros and cons of this new approach but why this move is so fascinating (at least to me!) is that it has highlighted that there are a number of options an advertiser can opt for when approaching their programmatic technology stack.