Most Ad Tech Buyers Manage DMPs Internally - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Most Ad Tech Buyers Manage DMPs Internally

57% of ad tech buyers in Western Europe manage their DMPs internally

May 10, 2016 | Marketing Technology

More ad tech buyers in North America and Western Europe manage their data management platform (DMP), as well as their demand-side platforms and ad exchanges, internally, as opposed to externally, a January 2016 survey found.

Ad Tech Functions Managed Internally vs. Externally by Brand Ad Tech Buyers in North America and Western Europe*, Jan 2016 (% of respondents)

Technology Business Research (TBR) surveyed 241 ad tech buyers in France, Germany, North America and the UK. In Western Europe, more than half (57%) of ad tech buyers said they managed their DMPs internally. Over a quarter (26%) said they used a tech vendor’s app and 11% used a service firm. Some 7% of ad tech buyers in Western Europe said they don’t manage a DMP .

When it came to managing their demand-side platforms and ad exchanges, 39% of ad tech buyers in Western Europe said they did so internally, while 10% of respondents said they use a tech vendor’s app. More than quarter (28%) used a service firm, while the rest said they did not manage it.

Ad tech functions in North America were slightly different. Compared to Western Europe, fewer respondents in North America—36%—said they manage their DMPs internally. More than a quarter use a use a tech vendor’s app. And more respondents in North America either use a service firm or simply don’t manage their DMP.

Technologies US Senior-Level Agency and Marketing Professionals Are Interested in Learning About in 2016 (% of respondents)

However, managing demand-side platforms and ad exchanges in North America mirrored those in Western Europe.

There’s a continuing growing interest in DMPs, especially among US senior-level agency and marketing professionals. Indeed, research from Rocket Fuel found that more than nine in 10 respondents are very or somewhat interested in learning about DMPs in 2016.

Go beyond the articles

Corporate subscribers get quick and easy access to the exact data and analysis they need to make critical business decisions:

TRENDING REPORTS

  • Go beyond the articles:

    coverage
    eMarketer Products

    You've never experienced research like this.

    SEE FEATURES »
  • Hear from our clients:

    coverage
    Customer Stories

    Nearly all Fortune 500 companies rely on us.

    READ MORE »
  • Want to learn more?

    coverage
    Contact Us

    Inquire about corporate subscriptions today.

    CONTACT SALES »