Currently, DMPs (Data Management Platforms) are part of data platforms used by advertising agencies. These offer companies and brands the possibility of impacting with
a more efficient marketing and more in tune with the current consumer.
We are talking about a fast-moving trend in the future. In it, brands license large
software companies and use integrations between different systems to manage all marketing more effectively.
Normally, this "pack" would include a data management platform, campaign and bid management and an ad server as part of the essential ecosystem. As a possible added extra, a dynamic optimization platform for creatives.
Its main focus is on optimizing the digital world of programmatic ad buying in the omnichannel environment. The goal is to get the most out of online digital advertising under a unique experience served to the consumer within their multi-device journey.
Companies currently using one of these platforms, and those looking to acquire one, are starting to wonder. They want to know not only how to better impact users with ads, but how to put all the other data they have in place to know and understand their users at a higher level. They want to bring together data from newsletters,
email marketing with automation, customer service data, social media, CMS and e-commerce, among others. Then. sort them into the same
consumer-facing system as they can make use of that data in their own private data lakes.
As a solution, many of them are undertaking a process of building CDP's (Consumer Data Platform)
. They can house all your assets - both known user data and pseudonyms - creating a unique user/consumer record to get to know you and thus greatly enhance your online experience. Relying on advertising technology alone is no longer enough.
We live in a world where user
loyalty takes precedence over all other factors. A world where the user demands that level of gratification and does not accept bad online experiences. They already have so many options and brands to choose from that they can quickly change if their experience has been inadequate or bad.
It takes
the marriage of technology and marketing to deliver those personalized experiences. Not just to create and serve more advertising, but to serve the user on their journey through the network by building the intake for customer loyalty.
The DMPs of the future will answer that need by providing a data management layer for people. They will individualize their
omnichannel and multi-device experience. Connected with a sophisticated orchestration layer that will unite billions of individual shared data points, which will expand and unify into a single ecosystem to answer the dilemma of "right message, right time" and of course, all of that in real time.
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