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The Forrester Wave™: Data
Management Platforms, Q3 2013
by Joanna O’Connell, August 21, 2013
DMP Offerings Are Expanding To Offer Broader Insights And Multi-
Little more than third-party audience targeting platforms two years, today’s leading
DMPs are ingesting a wide range of owned and licensed data streams for insights
and segmentation and are pushing data into a growing number of external targeting
platforms, helping marketers deliver more relevant and consistent marketing
Providers Require More Development In Mobile And External System
Many DMPs in our evaluation must still build out mobile tracking and targeting plus
tight integrations with existing marketing automation platforms and offline systems.
Only then will marketers find true end-to-end audience management capabilities.
Seamless Data Ingestion And Message Delivery Are Market
Leaders in the DMP space have demonstrated experience in delivering audience insights
and targeting functionality and possess an interconnected suite of tools that make data
ingestion and message delivery seamless.
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