This Forrester Wave™ Misses the Wave: Integrated DMPs Stand Alone

June 13, 2019 — by John Slocum    

The Forrester Wave™ series is a guide for buyers considering their purchasing options for a variety of technologies. The 2017 Forrester Wave™ for Data Management Platforms (DMP) evaluated global DMP vendors against their current offering, which included data ingestion, sync prioritization and syndication, data classification and data analysis, and MediaMath’s DMP placed in the top-right corner of Forrester’s rankings, designated as a “leader.” However, this year Forrester changed its DMP screening criteria reportedly to focus on “standalone DMPs” only and thereby offer an “apples to apples comparison of standalone DMPs.” Unfortunately, this is an incomplete assessment of relevant solutions in the space and underserves clients with an incomplete focus.

A “standalone” device is any mechanism or system that can perform its function without the need of another device, computer or connection. In data management for digital marketing, this approach runs counter to what clients are seeking and to the overall industry trend. It is not in the best interest of clients looking for the best solution to manage their data.

The Benefits of a Unified Approach

There’s no longer a need for marketers to use disparate point solutions for each of their channels, preventing a unified view of marketing investments, audiences or insights. There’s no longer a need to rely on walled gardens that don’t share data or cover complete customer journeys. We see consumers on more channels and devices than ever before, and that trend is not slowing. To help marketers embrace this digital proliferation, we have integrated technology that can manage, segment and activate audiences in media across all channels at their disposal.

Having a DMP and DSP under the same roof is now the industry standard and will ensure 100 percent of your audience is actionable and addressable in media. Using this approach to improve data consistency, marketers can define, analyze, optimize and activate granular audiences in real-time to fuel more intelligent bids based on past purchase behavior. This is only attained through a unified, omnichannel solution that offers the greatest reach, response rates and measurement across all channels; that increases working media budget with higher quality, transparent supply; that increases performance with automated optimization; and that delivers real-time, exposure and event-driven media personalization with always-on trigger campaigns across all screens. We have found our own integrated solution drives 30% more productivity for our clients, an example of higher ROI with lower levels of effort. Our DMP clients typically see far greater performance with an integrated approach. Luxury fashion brand Luisa Via Roma saw campaigns leveraging our integrated segmentation engine produce a ROAS/ROI measuring as much as 11.7 times higher than legacy solutions.

An integrated DMP and DSP bridges data management and media activation, offering the right programmatic buying strategy that leads to campaign scale and performance. It is unfortunate that the guidance in this year’s Wave™ report does not offer a complete assessment of data management solutions and does not serve the best interests of marketers. While some organizations feel that reports focused solely on standalone DMPs might be telling the whole story, the fact remains—a true measure of success is an integrated, omnichannel approach to advertising.