A recent report from the IAB and Winterberry Group found huge interest in data management platforms (DMPs) for their potential role in bettering ad performance. New research from BlueKai sheds light on which DMP features and uses are most highly valued by senior marketers and publishers. Coming out on top as the most highly-valued feature is first-party data collection, rated highly valuable by 63% of respondents.
That’s especially important to respondents, as they rate first party data as being more critical to their marketing efforts than third party data. Asked which assets are critical to their efforts, respondents chose email data (62%) first, followed by media campaign data (57%). Not surprisingly, then, the second-most highly-valued DMP feature was media campaign optimization. Read the rest at MarketingCharts.