By Jon Williams

For any brand, the ability to create a data environment where it can collate information from all channels into one, central repository is hugely powerful. Not only can it transform a brand’s understanding of its customer base, it can equip a business with the rich and detailed insights needed to create highly effective communications.

By their very nature Data Management Platforms (DMPs) are the perfect solution for marketers wanting to manage cookie IDs and generate audience segments which can be subsequently used to target specific users with online ads with a higher level of precision. However, whilst the primary use of Read full story ›

Source: The Drum