DATA MANAGEMENT PLATFORMS 'DECLINING FAST' AS BRANDS SHIFT TO FIRST-PARTY DATA

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DATA MANAGEMENT PLATFORMS 'DECLINING FAST' AS BRANDS SHIFT TO FIRST-PARTY DATA

Updated: Feb 18

Sunday, February 16 2020. AdWeek Reports that data management platforms—whose third-party data has allowed marketers to target existing and new audiences for a decade—are facing an uncertain future. The technology is vulnerable after Google said it will kill third-party cookies in Chrome by 2022. Other threats include a crackdown on data privacy, consumers who delete cookies or use ad-blocking software and other browsers that block third-party tags. “They are going to try to evolve,” says Matt Kilmartin, CEO of Habu, a marketing technology company. “But the DMP as we knew it is a utility. And it’s declining fast.” DMPs rely on data from third-party cookies—bits of text placed by websites on the hard drives of visitors—which track their browsing history and behavior. That's at odds with an industry moving toward a more direct relationship with consumers—engaging them personally on social media—and focusing on first-party data, such as a consumer's phone number captured at point of sale.

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