With data playing an ever-increasing role in our burgeoning information economy, 2012 promises to be another transformational year for our industry. While 2011 was the year of the data management platform for early adopters, 2012 will be the year that data platforms become more mainstream. Here’s what to look for:
1. As the DMP market continues to develop and this year, the enterprise DMP will emerge as an entity distinct from the DMP tied to a media-execution platform. Rather than only focusing on real-time bidding-driven click optimization, an enterprise DMP provides segmentation to drive display targeting, site optimization, search targeting and retargeting, audience analytics, tag management and CRM on-boarding. This allows a marketer or publisher to segment once and transact those segments everywhere providing the enterprise with freedom from any one media-execution platform. As a result, data segmentation, computation and storage will be separated from the media-execution and media-buying platforms.
2. Get ready for a new acronym: PaaS, or platform as a service. Think of it as big data meets advertising. Most DMP providers already provide their software as a service. This year some of them will decouple their services from their user interface by providing their platform as a service. Rather than forcing companies in the ecosystem to utilize one interface in capturing the value in a SaaS service, DMP providers will increasingly package their developer APIs and provide service-level agreements in order to open up their services for others to build applications on top of them.
3. Fewer players. Those FNACs — feature not a company — will get absorbed by other data companies. Big marketers are increasingly thinking about ways to separate their data from their media platforms. While this presents significant benefits, it also requires significant work. Once completed, they won’t want to integrate with the many different layers in the data stack. Instead, they will want to look for one data platform to do all the heavy lifting for them. That will drive consolidation.
4. Audience quality will get a jury rather than a single judge. Current approaches in the data quality space involve one vendor dictating the “truth” about an audience. This year platforms will utilize the collective wisdom of all audience providers to collectively judge any one-audience provider. The result will be much more reliable and robust.
In a world of rapid change, openness and portability in all its forms will define the data management space next year and beyond.
Omar Tawakol is CEO of BlueKai, a data management platform.
Media Briefing: What Axios’ sale says about the valuation of digital media companies
In this week’s Media Briefing, senior media reporter Sara Guaglione looks at what Axios's sale to Cox Enterprises signals about the current investment market for media companies.
Amid gloomy forecasts can ad tech weather the storm?
The recent Q2 results suggest there is more resilience and runway in the ad tech sector. But how long before push comes to shove?
Member ExclusiveDigiday+ Research deep dive: Twitter’s strength holds among publishers
There is perhaps no social media platform that is more appropriate for publishers than Twitter. In this Digiday+ Research deep dive, we look at why this is.
SponsoredWhat gaming habits reveal about media consumption
Jordan Shlacter, head of research, Activision Blizzard Media Entertainment choices have never been more abundant, and gaming has emerged as one of the biggest winners in the battle for audiences’ attention. While gaming’s exponential growth has been well documented — there are currently nearly 3 billion gamers worldwide spanning a diverse set of demographics, interests […]
La razón por la que Google y Samsung se asociaron con la personalidad de TikTok Addison Rae para una campaña nostálgica de los años 90
Este verano, Google y Samsung han lanzado su último esfuerzo de marketing conjunto, en el que los gigantes de la tecnología y el hardware aprovechan la nostalgia de principios de los años 90 y utilizan a la TikToker Addison Rae como musa de la generación Z. En su nueva campaña publicitaria con Rae, Google cuenta […]
Las publicaciones invierten en más reporteros especializados en criptomonedas
La semana en que el mercado de las criptomonedas se desplomó a mediados de junio, Fortune envió a Jeff Roberts una oferta para convertirse en su editor de criptografía y supervisar la creación de un equipo de periodistas. Estas circunstancias llevaron a la redactora jefe de Fortune, Alyson Shontell, a hacer una pausa y a […]