Consulting firm Radar Research, commissioned by data management platform (DMP) provider BlueKai, found in November that 40% of marketers worldwide were turning to DMPs to help them harness the vast amounts of marketing data.
DMPs are digital repositories that marketers, media buyers and publishers use to house and organize a variety of data assets, both first- and third-party, traditional and digital. DMPs also offer the ability to quickly organize and analyze the data for campaign reporting and optimization. Read the rest at eMarketer.
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