7 top data management platforms
Adobe, Salesforce, Nielsen and Neustar are among the top providers of DMP software, according to a new Wave Report from Forrester Research.
DMPs position themselves as the anchor for marketing orchestration
Forrester Research has released its Wave report on “Data Management Platforms, Q2 2019—The Seven Providers That Matter Most And How They Stack Up.” The report was written by Forrester analysts Tina Moffett and Arleen Chien, with help from Mary Pilecki, Joe Stanhope, Fatemeh Khatibloo, Joanna O’Connell, David Novitzky and Christine Turley.
Adobe Audience Manager
Cited as a leader for DMP products, “Adobe’s product differentiates as it is built on the principles of Privacy by Design and holds numerous vertical-specific security certificates that allow it to handle customer data in highly regulated industries like healthcare and financial services,” the Forrester report says. “On top of this infrastructure, Adobe has strong core DMP capabilities, such as audience building and segment syndication. But its embedded advanced media measurement capabilities need work if Adobe is serious about helping clients better quantify audience performance across media assets.”
Salesforce Audience Studio
Salesforce is identified as a leader among the DMP product providers, the Forrester report says. “Because Salesforce acknowledges that delivering desirable customer experiences means respecting customer consent, its DMP product, Audience Studio, operates on top of automatic data rights and consumer rights controls and protections. These consent controls allow Salesforce to bridge unknown and known customer data while respecting PII within the pseudonymized DMP world.”
Neustar Identity DMP
The Forrester report identifies the Neustar DMP product as a strong performer, but bordering on being in the leader catetory. “Neustar has strong person-, household-, and device-level identity resolution and customer data onboarding capabilities because of its access to over 200 data sources, including caller ID, wireless, and directory assistance data,” the report says. “One client reference specifically called out, ‘ ... It’s great to have a partner so close to the data.’ Additionally, many clients who use the Data Science Development Kit validate its flexible data analytics capabilities resulting from its ability to connect data sources through the identity graph as well as its other ancillary customer intelligence offerings.”
Cited by the Forrester report as a strong performer, The Nielsen DMP also borders on being in the leader category. “The Nielsen DMP, which sits within Nielsen’s Marketing Cloud, focuses on providing audience insights through its unique data assets like Nielsen Catalina Solutions (NCS), Nielsen Homescan and Gracenote, a more recent acquisition that provides internet of things (IoT) data,” the report says. “Nielsen offers solid user identity resolution, data segmentation and syndication, and data analysis capabilities. Client references reinforced how Nielsen’s technology, coupled with its customer success teams, was instrumental in helping them transform their planning and optimization processes around more efficient audience targeting.”
The Forrester report identifies The Oracle DMP as a strong performer. “The Oracle DMP, acquired as BlueKai, is part of the Data Cloud and is positioned to help Oracle straddle both the adtech and martech worlds with its large consortium of third-party data,” the report says. “Oracle continues to focus on audience extension use cases and building upon the breadth and depth of its branded data providers, adding curated segments to meet vertical-specific audience needs. Its bullish approach to third-party data has led it to put data quality and ethical data sourcing checks in place to vet providers that participate in the Oracle Data Marketplace.”
Forrester says the Lotame DMP is in the contender category, but borders on being a strong performer. “Lotame offers an unstacked DMP with core capabilities in data collection through Connect, audience creation via LAB, audience and campaign analysis through Analytics, and data marketplaces through Data Exchange,” the report explains. “It takes pride in being an independent provider with tight client relationships and lots of product flexibility. Lotame received high marks for its dynamic segment creation, predictive analytics, and second- and third-party data availability. Client references validate Lotame’s hierarchical segment building capabilities, calling out the platform’s flexibility and intuitive interface.”
Cited by Forrester Research as being a contender, “The ADEX is a Berlin-based, independent DMP hyper-focused on audience creation for more effective digital targeting. Its core offering has a self-proclaimed emphasis on service and a partnership model with agencies, advertisers, publishers, and data providers to aid audience analysis. Since the 2017 Forrester Wave evaluation, The ADEX has made improvements specifically in its scoring and segment syndication capabilities. Privacy and consent management are central to its overall platform which, by default, enforces compliance with data collection policies and guidelines,” the report says.