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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.
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.
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.
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