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.