WEBINAR Data Management Platforms Drive Marketer Success

2. WEBINARData Management Platforms Drive Marketer Success Susan Bidel, Senior Analyst Richard Joyce, Senior Analyst November 11, 2015. Call in at 10:55 a.m. Eastern time

4. Agenda • What is a DMP? • How are marketers using DMPs? • Future trends

5. Agenda • What is a DMP? • How are marketers using DMPs? • Future trends

6. CONSISTENT WITH 2013 Data management platforms defined A unified technology platform that intakes disparate first-, second-, and third-party data sets, provides normalization and segmentation on that data, and allows a user to push the resulting segmentation into live interactive channel environments.

7. DMP: unified approach to marketing

8. DMPs put the audience first . . . • DMPs are the foundation for managing audiences across multiple digital touchpoints. • We see this on the marketer and vendor side.

9. Evolving criteria for Forester Wave™ participation COMPARED WITH 2013 Ten times the number of live clients, at minimum Ten in 2013; 100+ in 2015 Reflecting sector growth Publisher and marketer clients Only marketer clients in 2013 Reflecting focus on first- and second-party data Growth of minimum clients over the past year Demonstration of market traction

10. Sector evolution DMPs IN 2013 WAVE • Adobe • Audience Manager, formerly DemDex, acquired in 2011 for $58 million • Aggregate Knowledge • Acquired by Neustaron October 30, 2013 for estimated $119 million • BlueKai • Acquired by Oracle on February 24, 2014 for an estimated $350 to $400 million • Core Audience • Launched as Red Aril; acquired by iCrossing in 2012; rebranded in 2012; now solely focused on Hearst properties

11. Sector evolution DMPs IN 2013 WAVE • Knotice • Acquired by IgnitionOne in 2014 primarily for its email service to enhance IgnitionOne’s position as an omnichannel data life-cycle marketer • nPario • Launched in 2010 by former Yahoo! executives; closely aligned with WPP; shuttered in 2013 • X Plus One • Acquired by Rocket Fuel in 2014; combining a “Leader” DSP with a “Leader” DMP

12. DMPs in 2015 Forrester Wave NEW CAST OF CHARACTERS • Leaders • Adobe • Krux • Neustar • Strong Performers • Oracle • Lotame • KBM Group • Google*** • Contenders • Cxense Source: “The Forrester Wave™: Data Management Platforms, Q4 2015” Forrester report

13. Highly rated DMPs anticipate and invest THE CLIENT IS IN THE DRIVER’S SEAT Anticipate individual client needs. Customize operations around those needs. Understand that the DMP is becoming the intelligence engine for the entire enterprise. Invest in proprietary solutions. Integrate with leading point solutions. In order to offer clients the widest array of options.

14. Core capabilities 2015 EVALUATED CURRENT OFFERING CRITERIA Data ingestion and syndication Data classification Data analysis

15. Customer KPIs AS DMP MOVES TO THE CENTER OF ORGANIZATIONS Comprehensive set of capabilities Ideally including proprietary solutions Comprehensive set of integrations Leading independent point solutions Complete customization Customer drives the relationship versus fitting into pre-fab offering.

16. Customer KPIs AS DMP MOVES TO THE CENTER OF ORGANIZATIONS Regular interaction to monitor process Gathering customer feedback in formal and informal ways Ease of use Robust services and support Environment focused on innovation Staying one step ahead of evolving client needs

17. Customer references “Krux serves us not only as a vendor, but also as a business partner. Our goals are tightly aligned, and they help facilitate business deals between us and other clients. They listen very closely to our product recommendations and help provide constructive consultation when we endeavor larger projects including them and other partners.” "The days of 20 peopleinvolved in every step fromthebusiness objective downto posting the blog is insanity. We're tripping over each other."

18. Customer references “Adobe Audience Manager has been critical in our business’s continued growth and success. As a single source of truth for audience data, AAM has empowered disparate teams to be able to think outside of the box on what it means to be ‘data enabled.’” "The days of 20 peopleinvolved in every step fromthebusiness objective downto posting the blog is insanity. We're tripping over each other."

19. Customer references “We have a very non-standard use case, seeking cross-device identity support at huge scale. After a very careful analysis of all providers, we determined that Krux is the only vendor who can both protect our deterministic match data and allow us to fully leverage that data in the ecosystem.” "The days of 20 peopleinvolved in every step fromthebusiness objective downto posting the blog is insanity. We're tripping over each other."

20. Agenda • What is a DMP? • How are marketers using DMPs? • Future trends

21. More than 1 DSP versus 1 DMP

22. Adoption of the DMP is still in the works

23. How long have they been using the DMP?

24. Finding value in the DMP

25. Using the DMP beyond digital media buys

26. You get what you pay for

27. Vendors are satisfying needs

28. DMPs put marketers in control . . . • Less than 30% of the marketers we surveyed involve external resources for leveraging a DMP. • From interviews, marketers are not comfortable sharing certain types of data.

29. Marketers manage DMP on their own

30. Key stakeholders involved

31. Budget owners that have the money

32. Getting deployed quickly

33. Marketers expect tech to be vetted by IT

34. Agenda • What is a DMP? • How are marketers using DMPs? • Future trends

35. DMP gets a makeover.

36. Convergence on the space

37. Buyer’s remorse and the DMP “Unfortunately, there are now dozens of ‘platforms’ that claim DMP technology. Some are legitimate players, born from the ground up to be ‘first-party’ DMPs. Some have been created as lightweight DMPs to collect and distribute cookies for display advertising. And still others are legacy tag management or network platforms that have bolted on DMP functionality as they work towards a fuller ‘stack’ solution that marketers say they want.” Chris O’Hara CRO Bionic Advertising Systems

38. The identification wars

39. Cross device is table stakes • Almost every vendor has a cross device solution. • Everyone is doing it similarly from a probabilistic standpoint.

40. The “haves” and the “have nots”

41. First- and second-party data rule

42. First-party data drives success “First-party data isn’t new. What is new is the growing realization among brands of how vitally important this data is to their business. And further, it turns out that companies reporting the greatest impact from their customer data are much more likely to be using first-party data than other companies.” The Big Impact of First-Party DataJune 22, 2015

43. “IBM and Facebook have inked a deal that will . . . see IBM offer access to Facebook data as part of its marketing cloud analytics services and combine IBM’s marketing cloud data with anonymized user data from Facebook’s 1.44 billion users in a bid to enable IBM clients to gain a more accurate profile of their potential customers.” Business Cloud NewsMay 6, 2015

44. Why it matters • Data will be the focus for marketers in the future — it is the most valuable part of the equation. • DMPs will be the key to making insight actionable — changing the customer experience. • Customer identity and recognition will be essential to everything we do in the future of digital marketing — personalization, targeting, and measurement.

46. Susan Bidel +1 212.857.0751 sbidel@forrester.com Richard Joyce +1 212.857.0745 rjoyce@forrester.com