Given it’s still a relatively fledgling area, there hasn’t been much cross-industry understanding of what advertisers have done with them, beyond simply investing in them, or how they are performing. But, as with many things, merely having one isn’t enough — it’s what you do with it that counts.
Digiday has pulled out some of the most interesting charts and figures from ExchangeWire Research’s first-ever study into how both the media buyers and media sellers are using DMPs, why they have invested in them, and what they want them to do next.
Around 180 senior marketers at agencies and brands and execs at publishers were polled worldwide, and although the results were aggregated and anonymous, in the U.K. contributing companies included BT, Spotify, The Guardian, Coca-Cola, Telegraph Media Group, Zoopla, TSB, Marks and Spencer, and TUI, Maxus, iProspect and VivaKi.
The takeaways: Just over half (53 per cent) of media sellers reported having a DMP in place — slightly more than media buyers at 43 per cent — with the bulk of them having installed them at varying stages over the last 12 months. Some, such as property site Zoopla, which trades 1bn monthly impressions programmatically across all devices, implemented its as recently as the summer.
A quarter of media buyer respondents who have a DMP said their main reason was to “improve ROI for marketing and advertising activities.” Being able to make sense of huge data sets to inform marketing and ad targeting was cited as another major incentive, while reducing media wastage was another.
Below are their top five reasons:
Media seller respondents were asked the same question. Over half (55 per cent) said they did so to integrate first-party (customer) data, and almost the same number (52 per cent) said they did it to gain control over their data, and in doing so set their own prices for their inventory and maintain yields. They also listed gaining access to third-party data marketplaces as an incentive.
Still, a full three-quarters (76 per cent) of media buyers prefer using a third-party rather building their own tech in-house, while 63 per cent of media sellers also opted for a third-party DMP, albeit with different motivations on each side.
Read the full article here
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