Formerly the domain of a brand’s chief information officer, IT budgets are are increasingly controlled by chief marketers, a change ushered in by the ‘big data’ era where data management platforms (DMPs) are seen as key to operating a marketing department fit for purpose in contemporary practice.
A recent study from ExchangeWire Research, an outfit that examines the effect of the changing role of both martech and programmatic media buying technologies, found that DMP investment reached a tipping point in 2015 among both brands and marketers.
Generic awareness of DMPs is high because they represent a unifying technology across the media industry Read full story ›
Source: The Drum
Industry News
