The document presents findings from a survey conducted by Radar Research on how marketers use Data Management Platforms (DMPs). Key insights indicate that improving ROI, centralizing data, and ad targeting are the primary motivations for using DMPs, with a demand for more horizontally integrated platforms. Additionally, first-party data collection and media campaign optimization are considered the most valuable features, although budget and resource constraints may hinder implementation.

1. Radar Research
DMP Research Survey Overview
Presented by:
Marissa Gluck, Radar Research
Sponsored by:

2. About Radar Research
• Radar Research is a strategic consultancy
focused on emerging media
• Clients include IAB, NBC, Google,
McGraw Hill, Demand Media and others
• Services include market research, product
strategy, market opportunity analysis
2

3. Survey Methodology
• Who did we talk to?
– Online survey of 231
respondents
– Majority were brand and
agency marketers, 7% were
publishers
– Respondents were director level
and above. Mid-level marketers
and below were filtered out.
– 88% of respondents were
either the decision maker or
influenced new technology
purchases for their company
3

4. Key Findings
• Today, improving ROI, centralizing data and ad targeting are the
top three reasons a marketer uses a DMP
• Industry executives (marketers and agencies) want DMPs to go
beyond ad targeting. There is greater demand for a horizontally
integrated platform that is cross-channel and provides a view into
search, social, analytics and mobile
• First party data collection and media campaign optimization are
viewed as the most valuable DMP features. Among 1st party data
assets, email, media campaign and website data are seen as the
most critical
• Respondents recognize the value proposition of a DMP but may be
constrained by budget and resources; though marketing has
increased control over technology budget
4

5. Radar Research
How do marketers use a DMP?
Sponsored by:

6. Do you or your client use a DMP in
your current marketing efforts?
n=116
6

7. Improving ROI and centralizing data are
the main reasons reported for using a DMP
What is your main reason for using a DMP (check top 3 reasons)
n=67
7

8. If not, do you or your client plan to
use one in the next 12 months?
n=69
8

9. Budget and resource management are the main
reasons cited for not implementing a DMP
What is the main reason for NOT implementing a DMP in the next 12 months?
N=45
9

10. Understanding the audience and prospecting
are considered the most valuable uses
Please rank (with 1=most valuable and 5=least valuable) the value
of the following uses of a DMP
N=95
10

11. How valuable are the following
features in a DMP?
Cross channel data ac va on 14% 34% 42% 11%
Compliance with privacy regula ons 17% 25% 54% 3%
Ability to bring in and target against moile data from
13% 42% 29% 16%
mul ple OS
Media campaign op miza on 11% 29% 56% 5%
Data permissioning 20% 41% 21% 18%
Built-in data ac va on to mul ple media partners 15% 29% 36% 20%
Tag management 17% 36% 28% 19%
Data classifica on/org services 10% 41% 37% 13%
Access to third-party data 13% 44% 35% 8%
First-party data collec on 5% 23% 63% 9%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Low Medium High I am not familiar with this
n=87
11

12. There is greater demand for
horizontal integration
Do you think it's more important for a DMP to be vertically
integrated (i.e. DSP, DMP, and Media Analytics) versus horizontally
integrated (i.e. Social, Mobile, Display, and Search)?
N=95
12

13. Again, horizontal integration is
highly prized
n=85
13

14. Horizontal expansion into search
and social is top of mind
When considering cross-channel opportunities,
which channels are MOST relevant for your company
n=85
14

15. First party data valued more highly
than 3rd party data
Which of the following data assets are critical to your marketing efforts?
N=95
15

16. Radar Research
Marketing budgets
Sponsored by:

17. What percentage of your overall marketing budget is
allocated to data-driven initiatives in 2012?
N=83
17

18. How do you foresee
this changing in 2013?
N=83
18

19. Do you or your client buy 3rd party
data for audience targeting?
N=80
19

20. Has your (or your client’s) budget for 3rd
party data increased in the past year?
N=80
20

21. If so, please estimate how much you or
your client spend on a monthly basis?
N=64
21

22. Marketing plays a huge role in
technology purchases
Are you involved with evaluating What role do you or your client
and purchasing marketing take in the purchasing of new
technology? marketing technology?
N=83
22

23. Review: Key Findings
• Today, improving ROI, centralizing data and ad targeting are the
top three reasons a marketer uses a DMP
• Industry executives (marketers and agencies) want DMPs to go
beyond ad targeting. There is greater demand for a horizontally
integrated platform that is cross-channel and provides a view into
search, social, analytics and mobile
• First party data collection and media campaign optimization are
viewed as the most valuable DMP features. Among 1st party data
assets, email, media campaign and website data are seen as the
most critical
• Respondents recognize the value proposition of a DMP but may be
constrained by budget and resources; though marketing has
increased control over technology budget
23

24. Radar Research
Questions? marissa@radarresearch.com
Thank you
Sponsored by: