Big Data Platforms Valued for First-Party Data Collection Feature

A recent report from the IAB and Winterberry Group found huge interest in data management platforms (DMPs) for their potential role in bettering ad performance. New research from BlueKai [download page] sheds light on which DMP features and uses are most highly valued by senior marketers and publishers. Coming out on top as the most highly-valued feature is first-party data collection, rated highly valuable by 63% of respondents. (more…)