Chart - Interests In Data Management Platforms

Consulting firm Winterberry Group and the Interactive Advertising Bureau (IAB) showed ad targeting and automation as top benefits of Data Management Platforms (DMPs). In addition, 83% of respondents said the move toward more audience-based buying—something DMPs can help to facilitate from an audience identification and targeting standpoint—was also a significant factor contributing to US marketers’ interest in DMPs. Read the rest at eMarketer.