ADEX, Adform and Adobe top Forrester’s list of DMP leaders

Latest Forrester reports on DMP and DSP reveals the growing tech leads in the market

The ADEX, Adform and Adobe have dominated Forrester’s list of DMP providers for 2017, and continue to lead the way in integrated solutions for marketers. 

The analyst firm’s latest report, The Forrester Wave: Data Management Platform, Q2 2017, put the ADEX, Adform, Adobe, KBM Group, Lotame, MediaMath, Neustar, Nielsen, Oracle, Salesforce, and Turn as the leaders of the pack.

Adform, Adobe and MediaMath also topped the best DSP providers in The Forrester Wave: Omnichannel Demand-Side Platforms, Q2, 2017, along with AOL, AppNexus, DataXu, Google, Rocket Fuel, The Trade Desk, and Turn, while Viant was identified as lagging behind the pack.

According to Forrester, the DMP market is growing because more B2C marketers are tapping into data resources to develop a more holistic view of their consumers.

Marketers focused on delivering on their brand promises across all customer touchpoints now demand DMPs with a full array of integrations, the ability to facilitate second-party data programs, and the strategic understanding of the current and future direction of the enterprise.

In fact, today’s DMP market is almost unrecognisable when compared to the landscape surveyed in the first DMP Forrester Wave evaluation in 2013, the analyst claimed. Adobe, a leader in that Forrester Wave, went on to form its own adtech stack, one of three dominant stacks competing today, along with Oracle and now Salesforce, which entered the fray with its acquisition of Krux in late 2016.

But despite these inroads, more than half of the surveyed clients would like to see Adobe improve its current analytics and audience insights offerings.

Qualified DMPs have also anticipated their clients’ desire to work with their already established partners to deliver consistent communication across channels beyond advertising, Forrester found. So, even when they offer a competitive product or service themselves, these DMPs have established the necessary relationships and prepared the required connectivity to maximise speed and minimise data loss with companies that offer analytics, content management, creative optimisation, cross-channel attribution, customer relationship management (CRM), email, internet of things (IoT), offline, search, site optimisation, and social.

One provider gaining a fresh wave of positive feedback was MediaMath, where customers praised its professional services, change management, data security and leakage prevention, custom reporting, and privacy capabilities. Meanwhile clients also highly valued Neustar’s product road map, affordability, and change management and privacy capabilities. But the company could make improvements in user profile management, analytics and insights, and custom report creation.

 More differentiated omnichannel DSPs

Marketing pros are also looking for more differentiated omnichannel DSPs, Forrester found. According to the analysis, ommnichannel DSPs continue to evolve because marketing professionals are challenged by omnichannel digital media buying.  And as competitive technologies approach product parity and equal scale, vendors that get it rights for today’s marketers position themselves to successfully deliver omnichannel digital media buying to their customers.

 Moving forward, Forrester sees three major forces driving consolidation in the advertising technology (adtech) ecosystem: The marketing technologies arms race, telecommunication overhaul and collaborating adtech consortiums like those being led by AppNexus, LiveRamp, and MediaMath.

 Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

 

 

 

 

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

It is really inspiring to see that medial psychology & machines are going hand in hand to innovate new things and even are improving ...

CBT Professionals

How psychology is shaping better machine learning

Read more

Anything is achievable when you talk the talk .. good luck

Mo Al Hooti

Data Creative crowns Matt Bates as new CMO

Read more

Great hire and good luck Andrew. I am sure you'll do a fabulous jobRob

Rob

Amaysim marketing and commercial chief joins property tech investment startup

Read more

I need to be reborn before i can grow up & become a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

I hope The Block, will continue for many many more seasons.When i die, & grow up, I want yo come back as a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

Latest Podcast

More podcasts

Sign in