DMPs Become a Digital Marketing Staple Amid Struggles with Usage
Data management platforms (DMPs) are commonly used in Europe, but adopters are yet to make the most of them.
That’s the upshot from a survey of 360 digital marketing professionals across the globe by ExchangeWire and Weborama, revealing that over two thirds (68%) of European brands, agencies and publishers now use a DMP, and by 2018 this figure will reach 92%.
Despite their growing popularity and a high level of satisfaction with the technology, there still is a sense that users are not realising its potential.