Broadening its efforts for TV marketers, Samba TV is starting a data management platform (DMP) for its TV data in a partnership with Acxiom’s LiveRamp. Samba TV, which provides first-party, real-time TV viewership data, says the new effort will offer “a single, de-duplicated view of the customer journey across linear television, over-the-top and digital media platforms for high-precision, cross-screen targeting of programmatic media.”
Lotame, a data management platform (DMP), is expanding to TV, with what it says is the first-to-market TV DMP. Lotame has been testing its new DMP with Pearl TV, a organization developing digital media and wireless platforms for TV station groups.
The programmatic advertising world is powered by data, and as such, marketers are putting a lot of faith into data management platforms (DMPs). In fact, over two-thirds (68%) of marketers say that DMPs are the “key to the future of programmatic advertising,” according to a new report from Econsultancy and Oracle Marketing Cloud.
Big Data just got much bigger at AOL. At its second annual “Programmatic Upfront” event in New York on Monday, AOL announced the launch of a data management platform (DMP) with multi-touch attribution. The DMP will be part of AOL’s “ONE” platform, the multichannel programmatic ad platform the company plans to launch in 2015.