Ad:Tech Conversations – Data Advantage?
Just finished up a great week in New York including participation at ad:tech (http://www.ad-tech.com). Many kudos to the ad:tech team for a great conference – well organized and well executed.
During the conference I was involved in many ad hoc discussions around data management, audience management and especially data management platform (DMP). It was interesting to hear different definitions and perceptions from agencies, advertisers, publishers and even vendors.
Let me share some quick opinions based on my ad:tech conversations:
- Tag management capability by itself is not a “platform” but more of a “tool”. I think I may have coined the new acronym DMT (or Data Management Tool) for this isolated type of functionality. Not trying to be dismissive of this capability (it is part of the Red Aril solution), just trying to properly position such functionality within a broader framework.
- Layering 3rdparty data without assessment of its actual performance (value) is not a good data management “best practice”. Such scoring capability is a basic requirement for any DMP solution. One can look back to the roots of database marketing (decades ago) for the initial appearance of data source concepts, and the importance to assess individual data sources against actual performance.
So, thank you ad:tech – look forward to the next event.