Most Ad Tech Buyers Manage DMPs Internally
57% of ad tech buyers in Western Europe manage their DMPs internally
May 10, 2016
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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