What is the fate of DMPs in a post-cookie world?

Digiday 15 Sep 2021 04:01
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September 15, 2021 by Seb Joseph

Editor’s Note: This story is part of a 10-part series that examines life after the third-party cookie. Visit this interactive graphic outlining the full series here.

Audits get noticed only when things go wrong. So it stands to reason that marketers are scrambling to get them done for ad tech stacks that stand to be upended now that the data that powers them is increasingly bereft of the cookies and mobile identifiers that made it so rich in the first place.

When those marketers do those audits, they will be faced with one of ad tech’s enduring questions: is a data management platform (DMP) worth the hassle? Possibly.

The traditional idea of a DMP is a busted flush. They have struggled to keep pace with intensifying regulation and how the likes of Google and Apple reacted to that scrutiny. And it’s not hard to see why. These DMPs were built on third-party data that was often collected and shared without a person’s permission that was often opaque and —ultimately — visualized poorly. The decline of Salesforce, Adobe and Oracle’s prototypical data management solutions bear this out. Once a must-have, marketers eventually soured on DMPs.

Doing so lets them create modeled audiences based on those first-party IDs as the foundation for segments that can be targeted across other publishers willing to share their own first-party IDs via the DMP. Indeed, for those publishers, it’s a chance to eke out more direct routes to marketers and in doing so charge a premium on their inventory on the back of the data.

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