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Data Management Platforms—Essential Tools for Digital Advertising

Data Management Platforms—Essential Tools for Digital Advertising

This Frost & Sullivan strategic insight presents an analysis of the US data management platform (DMP) market. It presents an overview of the current environment and of the new functions that DMPs will perform in future. It also discusses the market potential of DMPs in the United States and the business models of the providers. Throughout this insight, the terms “advertising” and “ads” are used interchangeably.


  • Introduction
  • Data Management Platforms
    • Data Ingestion, Normalization, and Optional Creation
    • Intelligence Sharing
  • DMP Engagement Models
    • Engagement Models for Publishers
    • Engagement Models for Marketers
    • Engagement Models for Other Entities
    • Summarizing the DMP Engagement Models
  • Emerging Trends and DMP Roadmap
    • Multi-channel; Offline, Online, and Mobile Integration
    • Marketing Clouds
    • Smart Data and Events-driven Marketing
    • Audience Marketplace
  • How can DMPs Differentiate?
  • Key Considerations for Selecting a DMP
    • Basic Capabilities
    • Other Essential Capabilities
  • DMP Market Size
    • Types of Customers
    • DMP Market Potential
      • Table DMP Market: Revenue from Digital Advertising, US, 2013-2020
  • Conclusion and the Final Word

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