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INSIGHT REPORT
DATA MANAGEMENT PLATFORMS (DMPs)!
MAY 2015!
+ Executive summary
+ Methodology
+ Survey findings
+ Sector analysis
+ Vendor rankings
+ Vendor profiles
+ About Industry Index Insight Reports
Table of contents
+ Marketers are optimistic about the future of data management and what it promises from an efficiency, scale, targeting and performance perspective. Quite simply, the prospect of better integrated data management platforms (DMPs) means marketers will spend more to achieve better insights and campaign results.
+ The major fork in the road for DMPs today is whether they continue as standalone entities or integrate into a larger technology stack. A majority of respondents said they favor consolidating all of their data management with single partner and 50% said they currently have a dedicated DMP.
+ Programmatic integration is the most important DMP selection factor for marketers. It’s also the area where respondents were most satisfied with current partners.
+ Data management vendors need to deliver strongly against the six core Industry Index ratings criteria—innovation, value, service, collaboration, scalability and performance/ROI, with performance and scalability the most important selection factors—in order to win consideration and continued business from buyers.
Executive summary
+ This report consists of two parts. Between April 29 and May 22, 2015, verified marketers were first asked to rate a selection of 15 vendors according to the six standard Industry Index ratings criteria. The rankings in this report reflect the position of these vendors on the Industry Index leaderboard as of May 22, 2015, the day the study concluded.
+ After rating vendors, marketers were asked to complete a brief survey to indicate: – Their current and future spending plans for data
management platforms – The importance of six criteria as they relate to choosing
a data management partner – The importance of and their satisfaction with nine
capabilities and seven objectives associated with data management
+ Industry Index is vendor-agnostic. We do not make recommendations. Likewise, every company has an equal opportunity to compete for industry recognition on our platform. The vendor rankings in this report solely reflect the opinions of marketers who are either current or former clients of the profiled companies or who have evaluated the companies.
Methodology
SURVEY FINDINGS
Over half of respondents (55%) indicated they currently leverage data management platforms as part of their media strategy.
Nearly 40% said they do not currently leverage a DMP but plan to do so. Of those planning to incorporate data management into their media strategy, 57% said they plan to do so within the next six months and 88% said they plan to do so in the next year.
In today’s highly ROI-focused environment, effective collection, management and utilization of customer data are no longer nice-to-haves; they’re now strategic imperatives. + Q: Do you currently leverage data management platforms (DMPs) as
part of your media strategy? / N=88
A majority of marketers are leveraging DMPs
Currently!
55% 38%
Plan to!
8%
No and do not plan to!
I work with DMPs through my existing platforms!
Among marketers currently leveraging DMPs as part of their media strategy, half (50%) said they have a dedicated partner.
The other half of those currently leveraging DMPs said they work with data management platforms through their existing partners, such as agency trading desks (a common scenario) and other strategic third parties.
The split in the market suggests an important juncture for DMPs: Do they go it alone (and can they succeed in today’s increasingly converged market) or do they integrate into a larger technology stack?
+ Q: Do you have a dedicated data management technology platform or partner? / N=48
Fork in the road for DMPs: Standalone or integrated offering?
50% I have a dedicated DMP!
50%
This reflects the split between marketers who work with a dedicated DMP and those working with DMPs through other ad-technology partners.
On average, respondents said they work with three data management partners, but there was a segment (approximately 10% of those surveyed) who said they worked with four or more data management partners.
The bottom line for vendors in this burgeoning space: Marketers’ campaign and data needs are expanding as data becomes a more valuable marketing currency. DMPs need to innovate—and, if necessary, partner—to meet those growing needs.
+ Q: How many data management partners do you currently work with? / N=45
Marketers are working with multiple data management partners
Average number of data management partners marketers currently work with!
3
Average anticipated increase in data management spending over the next 12 months!
Among marketers currently leveraging DMPs as part of their media strategy, the average share of current media budgets allocated to data management is 24%.
On average, marketers already spending on DMPs anticipate increasing their expenditures on data management by 26% over the next 12 months, confirming a commonly heard refrain: The business of today’s businesses is data.
Those not currently spending on data management but planning to do so in the next 12 months said they anticipate allocating 29% of their media budgets to it. + Q: What percentage of your current media budgets are allocated to
data management? / N=46 + Q: Please estimate how you anticipate your investment in data
management will change over the next 12 months. / N=46
Big data is big business
24% Average share of current media budgets allocated to data management!
26%
81%
Innovation!
After sharing their current and future spending outlook, respondents ranked the importance of six criteria when selecting a data management partner.
The six criteria—Innovation, Value, Service, Collaboration Scalability and Performance/ROI—are the same ones marketers use to evaluate and rate companies on the Industry Index.
Survey results suggest that DMPs need to deliver strongly against all six criteria—with performance, scalability and value the standouts—to win consideration and continued business from buyers. + Q: How important are the following criteria when selecting a data
management partner? / N=78
DMPs need to deliver performance, scale and value
92%
Performance!
87%
Service!
90%
Scalability!
88%
Value!
87%
Collaboration!
Percent of respondents saying criteria are very important or important!
Marketers on average are fairly satisfied with their current DMP’s ability to provide a comprehensive view of their data and analytics across all the channels they manage.
On a scale of one to 10, respondents gave their current providers an average of six, suggesting there is still work to be done in terms of offering a complete view of their customers’ digital behaviors and actions.
+ Q: How satisfied are you with your current data management platform's ability to provide you a unified view of your data and analytics across the channels you manage? / N=46
DMPs get a passing grade on providing a holistic data view …
Average level of satisfaction with current DMP’s ability to provide a unified view of data and analytics across channels!
6/10
Use of data management is far from uniform. Display—and to a lesser extent, mobile—is the channel where data management applications are most prevalent.
Marketer usage of data management lagged for social and search, at 34% and 26%, respectively. These results suggest marketers still have a ways to go before comprehensively incorporating audience and customer data from their data management partners.
Another way to put it: Data silos remain in effect. + Q: Across which of the following channels do you employ data
management? / N=47
… but data silos remain in effect
85%
Display!
26%
Search!
68%
Mobile!
66%
Video!
34%
Social!Channels across which respondents employ data management
81%
Conversion attribution!
15%
4 %
84%
Ease of integration
with existing partners!
14%
3 %
Programmatic integration is the most important capability when selecting a DMP
Consider important/very important!
87%
Programmatic integration!
85%
Real-time
analytics!
80%
Cross-channel
capabilities!
78%
Ad exposure/frequency capping !
73%
Offline data
matching/onboarding!
70%
Purchase data!
Consider neither important nor unimportant !
Consider unimportant/very unimportant!
The emphasis on programmatic integration and real-time analytics fits with the display-focused applications of data management technologies.
9 %
10%
16%
14%
22%
20%
4 %
5 %
82%
CRM and first-party
data!
16%
1 %
4 %
8 %
5 %
10%
Marketers also cited ease of integration with existing partners (84%) as a key consideration when selecting a data management partner. This likewise fits with the unified ad-tech approach preferred by 50% of respondents. + Q: How important are each of the below capabilities to you when
selecting data management technologies? / N=80 + Totals may not add up to 100% due to rounding
64%
Ease of integration
with existing partners!
25%
11 %
50%
Offline data
matching/onboarding!
29%
21 %
64%
Purchase data!
23%
14%
71%
Ad exposure/frequency capping !
20%
9 %
Satisfied/Very satisfied!
89%
Programmatic integration!
Neither satisfied nor dissatisfied!
Dissatisfied/Very dissatisfied!
9 %
2 %
64%
Real-time
analytics!
25%
11 %
64%
CRM and first-party
data!
26%
10 %
53%
Conversion attribution!
29%
18 %
Cross-channel
capabilities!
53%
27%
20 %
DMPs are delivering where it counts most—on programmatic integration Programmatic integration is the most important DMP capability for marketers. It’s also the area where marketers are most satisfied with their current partners.
At least 50% of respondents were satisfied or very satisfied with each key capability, but the gap between first-place programmatic integration and last-place offline data matching and onboarding was a significant 49 points. + Q: How satisfied are you with each of the below capabilities of your
current data management partners? / N=45 + Totals may not add up to 100% due to rounding
85%
Real-time analytics!
64%
21%
Respondents also indicated dissatisfaction with the level of speed, transparency and attribution plus a desire for more user-friendly reporting. “Too much massaging of the data is needed to make it presentable for sales and management,” noted one marketer. + Q: How important are each of the below capabilities to you when
selecting data management technologies? / N=80 + Q: How satisfied are you with each of the below
capabilities of your current data management partners? / N=45
But there are still improvements to be had
Consider important/very important
80%
Cross-channel capabilities!
73% 81%
Conversion attribution!
Satisfied/ Very satisfied
53% 50% 53%
Gap analysis shows DMPs still have some work to do, notably in improving conversion attribution, cross-channel capabilities and offline data matching and onboarding.
Gap in delivery from current partners
27% 23% 28%
84%
Ease of integration!
64%
20%
82%
CRM and first-party data!
64%
18%
Offline data matching/
onboarding!
83%
Fraud prevention/guarantees!
6%
11%
87%
Transparency!
0%
13%
In fact, respondents ascribed nearly the same level of importance to every objective—consumer-level insights (85%), impression delivery (85%), fraud prevention (83%) and brand safety (81%). The lone outlier was messaging personalization, which only 59% of respondents deemed important or very important. + Q: How important are each of the below objectives to you when
working with data management technologies?/ N=47
Achieving transparency and cost efficiencies are the top data objectives for marketers
Consider important/very important
85%
Consumer-level
insights!
85%
87%
Cost efficiencies!
Consider unimportant/very unimportant
2%
2%
0%
Not surprisingly, better insights and finding the most cost-effective ways to reach target audiences top a tightly packed list of key data objectives.
Consider neither important nor unimportant
13%
13%
13%
81%
Brand safety!
4%
15%
59%
Messaging personalization!
11%
30 %
Impression delivery!
78%
I like it when my DMP partners offer the
option of a dedicated team that provides
delivery and execution support!
+ Q: To what extent do you agree or disagree with each of the below statements? / N=46
Marketers favor a dedicated team for delivery and execution support
Agree/ Strongly agree
73%
I prefer to consolidate all of my
data management activity with a single provider, if given the
option!!
72%
I see an increasing overlap between
my DMP and demand-side
platform (DSP) partners!
Disagree/ Strongly disagree
2% 7% 11%
Respondents also said they preferred consolidating all of their data management with single partner, and noted growing overlap between their DMP and DSP partners.
20% Neither agree nor disagree
20% 17%
52%
I intend to bring more of my data management in-
house in the next 12 months!
+ Q: To what extent do you agree or disagree with each of the below statements? / N=46
They are less certain about bringing more of their data management in-house
Agree/ Strongly agree
51%
I prefer to purchase best-of-breed data
management solutions, even if that means buying from multiple companies!
50%
I prefer the convenience of
self-service data management
tools!
Disagree/ Strongly disagree
21% 22% 23%
Respondents also provided further proof of consolidation’s appeal: Only 51% said they favor buying best-of-breed DMP solutions if that means buying from multiple partners.
26% Neither agree nor disagree
27% 27%
Marketers in general have a positive outlook about data management’s role within the digital marketing landscape, with 82% saying they were optimistic or very optimistic.
In total, 82% of respondents said they were optimistic or very optimistic about the future of data management. They expressed very few substantive reservations about data management in relation to their media strategy.
+ Q: How optimistic are you about the future of data management? / N=87
Overall marketer sentiment about data management is positive
Very optimistic!
20% 62%
Optimistic!
16%
Neither optimistic nor pessimistic! Pessimistic!
2%
+ Respondents were enthusiastic about the promise of data management, particularly around a few core opportunities: – Greater campaign efficiencies and scalability
from consolidating multiple data sources in a single platform
– Improved audience insight, segmentation and targeting capabilities
– Better ability to reach audiences, personalize messaging and attribute actions across channels and devices
+ Looking toward the future, respondents anticipated reporting output improvements (making insights from multiple data sources more digestible), tighter integration with DSPs and other key components of the the ad-technology stack, enhanced creative optimization capabilities and ultimately, greater ROI.
+ Q: What do you consider the biggest opportunity within data management? / N=64
Marketers see opportunities to gain efficiencies through data management
+ A total of 88 experienced marketers completed an online survey on data management between April 29 and May 22, 2015. Respondents who completed the survey were given $10 incentives. All respondents were verified through the Industry Index platform.
+ The bulk of respondents (86%) indicated they work for agencies; the remaining 14% indicated they work brand- or client-side.
+ Respondents comprised a mixture of executives (VP-level and above), strategists, media buyers and planners and marketing leaders, with approximately 33% indicating titles that were director-level or above. The majority of respondents were highly experienced, with 54% indicating 6+ years of experience.
Respondent profile
SECTOR ANALYSIS
+ Effective data management depends in large part on two key factors: scale and performance. On the question of scale in data management, two heavyweights—DoubleClick (Google) and Facebook—loom large over the DMP space. Both offer unrivaled scale and access to the kinds of intent data that is so valuable for marketing campaigns.
+ Integration is also a key consideration for buyers when it comes to DMPs: What data sources are they compatible with and how seamlessly do they connect with other components of the burgeoning marketing technology stack? In the face of competitors that boast size, scale and access to a broader suite of services, smaller or standalone DMPs may find a difficult road ahead, especially when marketers say they favor greater consolidation among their technology partners.
+ Of course, vast scale can be incompatible with the kind of dedicated service and collaboration respondents said they prefer. On balance, however, the more vertically integrated DMPs received solid marks on service, and any complaints were hardly exclusive to the bigger players.
Sector analysis
VENDOR RANKINGS
+ Industry Index asked verified marketers on our platform to rate the following DMP vendors as part of their participation in this study:
+ Marketers evaluated the above vendors according to the standard Industry Index ratings criteria.
+ We also invited the vendors to request reviews from current and former clients.
+ Rankings are determined solely by marketer input.
Vendor rankings
- Adobe - BlueKai (Oracle) - Cxense - Datalogix (Oracle) - DoubleClick (Google) - eXelate (Nielsen) - Facebook
- IgnitionOne - Krux Digital - LiveRamp - Lotame - MediaMath - Neustar, Inc. - Rocket Fuel - Turn
Vendor!Position on Industry !index leaderboard*!
Overall score (out of 100)!
Number of ratings!
IgnitionOne 6 78 12 MediaMath 19 72 22 Facebook 23 71 61 Neustar, Inc. 29 70 11 Adobe 31 69 16 DoubleClick 37 69 68 Rocket Fuel 42 67 73 Datalogix (Oracle) 45 66 14 Turn 55 65 41 BlueKai 77 59 21 LiveRamp 109 74 5 Lotame 167 76 3 Krux Digital 192 66 3 eXelate 271 61 2 Cxense 892 - -
Vendor rankings at end of study
+ The following rankings reflect the positions and overall scores of the 15 vendors on the Industry Index leaderboard as of May 22, 2015, the day the study concluded:.
*Industry Index leaderboard rankings are determined by both the quantity and quality of ratings submitted by verified marketers. The rankings fluctuate on a continuous basis as new ratings are submitted.!
Vendor!Position on !
April 29, 2015!Position on !
May 10, 2015!Position on !
May 22, 2015! Change!LiveRamp 1,263 371 109 +1,154 Lotame 1,276 1,287 167 +1,109 Krux Digital 1,232 268 192 +1,040 Neustar, Inc. 220 95 29 +191 eXelate 433 266 271 +162 Datalogix (Oracle) 181 82 45 +136 Adobe 157 57 31 +126 BlueKai 117 72 77 +40 Facebook 54 27 23 +31 Rocket Fuel 50 40 42 +8 DoubleClick 37 31 37 - MediaMath 19 28 19 - IgnitionOne 6 7 6 - Cxense 883 890 892 -9 Turn 41 59 55 -14
Vendor rankings over time: start, middle and end of study
+ The positions of the 15 vendors on the Industry Index leaderboard fluctuated over the course of the study, in many cases significantly. The changes reflect the influx of new marketer ratings.
*Industry Index leaderboard rankings are determined by both the quantity and quality of ratings submitted by verified marketers. The rankings fluctuate on a continuous basis as new ratings are submitted.!
VENDOR PROFILES
Adobe tools and services enable customers to create digital content, deploy it across media and devices and continually measure and optimize it based on user data.
Clients say:
+ “My experiences with Adobe include their site analytics tools in addition to their DMP. The seamless integration with both those products is intriguing to monitor for first-party attribution situations with my clients.”
+ “Implementation of their solution was not easy and continues to be a challenge.”
+ “Their stack needs to be more open.”
Adobe profile
Position on Industry Index leaderboard!
31 69
Overall score!
16
Number of ratings!
BlueKai, now part of Oracle, offers customers a solution for managing and activating all their first- and third-party data for use in marketing and customer interactions.
Clients say: + “BlueKai has great customer service and their product
does a sufficient enough job. As a DMP, they offer collaborative insight.”
+ “Solid. Better integration with other Oracle Suite (e.g. Eloqua) is table stakes and slow to arrive.”
+ “BlueKai’s greatest strength is having a well known and trusted name in the industry. In my personal experience, their data size is extremely competitive and they provided a lot of insights you might not get elsewhere.”
BlueKai (Oracle) profile
Position on Industry Index leaderboard!
77 59
Overall score!
21
Number of ratings!
Using audience data and real-time analytics, Cxense creates content recommendations, targeted ads and predictive search that help increase businesses’ digital revenue.
Clients say:
+ Cxense has to yet receive any customer ratings.
Cxense profile
Position on Industry Index leaderboard!
892 -
Overall score!
-
Number of ratings!
Datalogix, now part of Oracle, connects digital advertising to offline sales, helping leading brands reach audiences of buyers across display, video, mobile and social.
Clients say:
+ “Great product that is easy to use. However, can be expensive.”
+ “Helps leverage personal data for more specific targeting. DLX Auto BTR offering also helps provide first step towards industry approach of tying vehicle sales back to digital exposure.”
Datalogix (Oracle) profile
Position on Industry Index leaderboard!
45 66
Overall score!
14
Number of ratings!
Google's DoubleClick provides ad management and ad serving solutions to companies that buy, create or sell digital advertising.
Clients say:
+ “We mainly use DoubleClick as an ad server but the ability to integrate that, our first-party data, Google’s third-party data and creative is incredibly important.”
+ “Great scale and performance, however, collaboration is sometimes lacking.”
+ “Great customer service.” + “The benefit of working with DoubleClick is the fact
that they are leveraging and integrating with other Google Products.”
DoubleClick profile
Position on Industry Index leaderboard!
37 69
Overall score!
68
Number of ratings!
eXelate, now part of Nielsen, provides unified customer profiles that connect identities across all channels and devices, enabling marketers to drive performance at scale.
Clients say:
+ “Use often for its BT data segments, particularly for a CPG client, in order to reach the right audience.”
+ “Great service, highly knowledgeable sales and account people. Definitely added value.”
eXelate profile
Position on Industry Index leaderboard!
271 61
Overall score!
2
Number of ratings!
Facebook is the world’s leading social network. Its mission is to give people the power to share and make the world more open and connected.
Clients say:
+ “Great performance but not as easy to work with.” + “Awesome performance but we don’t have a person
to talk to about our campaigns.” + “Great platform for targeting.” + “They are a powerful tool but restrictive/somewhat
limiting in the range of data available for targeting and post analysis.”
+ “Would like to see more insights provided back into reporting to give media planners insight into who the target audience is.”
Facebook profile
Position on Industry Index leaderboard!
23 71
Overall score!
61
Number of ratings!
IgnitionOne’s Digital Marketing Suite, with a powerful DMP at its core, provides an integrated suite of solutions that improve digital marketing performance across all devices.
Clients say:
+ “Not yet on a global scale and not yet competitive enough to beat the leaders. But clearly has a potential to get there.”
+ “They are smart, innovative, and great to work with.”
IgnitionOne profile
Position on Industry Index leaderboard!
6 78
Overall score!
12
Number of ratings!
Krux tools give websites a platform for securing, managing, and monetizing the site and user data that floods their analytics every day.
Clients say:
+ “Krux is difficult to tag and work with, but they provide good value and reports.”
+ “Our experience with Krux has been tough. They don’t seem to be very collaborative and they sold to our client without first consulting the agency.”
Krux Digital profile
Position on Industry Index leaderboard!
192 66
Overall score!
3
Number of ratings!
LiveRamp empowers marketers to use their customer database in their choice of online advertising platforms for targeting, ROI measurement and content optimization.
Clients say:
+ “LiveRamp is utilized to match our first-party audiences and deliver approved segments to our programmatic partners. They have deftly delivered upon their responsibilities to cut data and deliver to our media partners as needed. To date their customer service has been great.”
+ “LiveRamp is great at integrating with other technologies.”
LiveRamp profile
Position on Industry Index leaderboard!
109 74
Overall score!
5
Number of ratings!
Lotame is the cross-device DMP that helps publishers, marketers and agencies maximize the way they collect, unify, protect and activate audience data on any device.
Clients say:
+ “Very willing to accommodate a variety of out-of-the-box needs and tailor some of the product to our requirements all for the right price.”
+ “I enjoy the reporting available via Lotame.”
Lotame profile
Position on Industry Index leaderboard!
167 76
Overall score!
3
Number of ratings!
MediaMath brings together digital media and data into a powerful and flexible solution that simplifies campaign planning, execution, optimization and analysis.
Clients say:
+ “Unmatched account services and ability to play in any space (video, mobile, social, display) make it a one-stop shop for performance-driving campaigns.”
+ “Hard time scaling, not the best CTRs and CTVs, but they are very hands-on and try to work with you to improve.”
MediaMath profile
Position on Industry Index leaderboard!
19 72
Overall score!
22
Number of ratings!
Neustar provides real-time, cloud-based information services and analytics, helping marketers promote their businesses and IT/security professionals protect them.
Clients say:
+ “Game changer for taking first-party data and activating it across paid media.”
+ “Neustar offered the best data management across channels.”
+ “Neustar may have some interesting proprietary data segments, however, until their client management teams grow in scale and expertise, our spends will not increase with them.”
Neustar, Inc. profile
Position on Industry Index leaderboard!
29 70
Overall score!
11
Number of ratings!
Rocket Fuel offers a complete digital marketing hub that includes data management, programmatic media-buying, site optimization and predictive analytics capabilities.
Clients say:
+ “Was easy to work with and provided great value as a DMP.”
+ “Rocket Fuel has great customer service and always willing to collaborate to bring point solutions to clients. However, needs to work on product integration across media.”
+ “The reps have been very responsive and insightful. Pixel reliability could be worked on—have seen pixels ‘improved’ several times since working with them.”
Rocket Fuel profile
Position on Industry Index leaderboard!
42 67
Overall score!
73
Number of ratings!
Turn’s digital advertising hub enables audience planning, media execution and real-time analytics from a single login, with access to 150+ integrated marketing partners
Clients say:
+ “Very trustworthy. I feel confident including them on any plan. They are a safe bet.”
+ “Turn has a huge name in the marketplace and has great scale. However, in my experience, they have always been slow to hit target KPIs and not easy to get motivated.”
+ “Turn offers great connections between their DSP and DMP.”
Turn profile
Position on Industry Index leaderboard!
55 65
Overall score!
41
Number of ratings!
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