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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...

Martin Valovič

Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.

Joe Hawks

Data privacy 2021: What should be front and centre for the CMO right now

Read more

Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online

Joe Hawks

The new rules of Millennial marketing in 2021

Read more

In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...

Fred Lawrence

DoorDash launches in Australia

Read more

Blog Posts

Highlights of 2020 deliver necessity for Circular Economies

The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Have customers really changed?

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Emilie Tan

Marketing strategist, Alpha Digital

Cultivating engaging content in Account-based Marketing (ABM)

ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.

Joana Inch

Co-founder and head of digital, Hat Media Australia

Sign in