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:, or check us out on





Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

​Relevance and substance are the keys to marketing’s future

Marketing’s evolution and increased value-add to organisations is making headway in one essential direction: Driving brands to achieve maximum relevance in the heart and minds of customers.

Jean-Luc Ambrosi

Author, marketer

Why doing your job well is the key to innovation

The words ‘power company’ and ‘innovation’ probably don’t seem like a natural combination. In fact, when I first went for a marketing role with an electricity company, I semi-dreaded the work I thought I’d be doing.

Catherine Anderson

Head of marketing, Powershop Australia

It needs to come from the top. It's not just about buy-in from the leadership team, leadership should be part of the development process ...

Stephen Houraghan

Why getting intimate is key to creating a great customer experience and optimising customer value

Read more

When was this article posted?


Report Reveals the Channels That Really Influence Consumer Purchase Decisions

Read more

sorry, I did not see that my first attempt already posted.


5 ways Australian Unity is driving innovation

Read more

Examples of their "innovation": have had problems with them in their "innova...


5 ways Australian Unity is driving innovation

Read more

Examples of their "innovation": have had problems with them in other spheres.


5 ways Australian Unity is driving innovation

Read more

Latest Podcast

More podcasts

Sign in