by Ciaran O'Kane on 23rd Jan 2014 in TRADERTALK

2013 was the year of the "DMP" allegedly. There has been much written about the "DMP" and its importance in the programmatic buying over the last twelve months. Some have questioned the value of it as a standalone piece, Regardless of its misnomer as a platform or its perception as a point solution, the reality is that the "DMP" is becoming an important part of the stack for both marketers and agencies alike. Here Shane Shevlin, Director of Business Development EMEA at IPONWEB, breaks down the essentials, giving three use cases of how a DMP is being used in the current market.

DataDMPProgrammatic