In the world of digital advertising and programmatic marketing, data has grown exponentially in both volume and importance. The use of large data sets in predicting consumer behavior and understanding audiences is more widespread now than ever before. We have entered an era of data-driven marketing campaigns focused on audience engagement and one-to-one brand experiences.
At the heart of this data revolution sits the data management platform, a powerful technology used by companies of every size around the globe to collect, manage and activate data. As specialists in media execution, media agencies are increasingly finding themselves consulting with marketers on their use of DMP technology, and are being relied upon more and more to plan, activate and optimize audience-targeted campaigns on behalf of their customers.