DMP

CDP, DMP or a bit of both? How to avoid buying the wrong data platform – Econsultancy

Few brands, agencies or publishers are truly happy with their data platforms – if they have one at all, that is (disclaimer, I’m the MD at predictive data management platform 1plusX). If they opted for a customer data platform (CDP), they wish it had the audience activation functions of a data management platform (DMP). If …

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1plusX adds search-like keyword targeting to its DMP

The first commercial customer has signed up for a data management platform’s new keyword-based, “search engine-like” targeting. European ad network Goldbach Group is the first to offer keyword targeting for brands’ campaigns through the DMP 1plusX. Recently developed by the Zurich-based firm, the keyword targeting lets advertisers find the audiences they want to target online …

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Oracle DMP adds integration with Bing Ads custom audiences

Advertisers using Oracle DMP can now integrate their first-party data into Bing Ads to create custom audiences for targeting on the search engine, the companies announced Wednesday. The integration opens up additional targeting, bidding and messaging strategies that can be specific to what an advertiser knows about the audience being targeted. For example, messaging to …

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AppNexus, Tru Optik offer first partnership between an OTT SSP and a DMP

Step by step, internet-based TV programs are becoming full-fledged citizens of the digital ad ecosystem. The latest step is a partnership announced this week between ad platform AppNexus’s existing Connected TV marketplace and Over-the-Top (OTT) data management platform (DMP) Tru Optik’s OTT Marketing Cloud. The companies say it creates the first OTT Supply Side Platform …

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