Continuing with our collection of Lotame partner posts on the value and use cases for DMPs, we’ll be discussing a DMP use case you may not have considered and how you can unlock additional value from your DMP.
The typical use case of a DMP for a publisher is ad sales or an extension of it via audience extension or data monetization, as these are both easy to track in terms of immediate ROI. It’s easy to tell how you stand when you get a check at the end of the month for a campaign delivered or data sold.
Quite often publishers miss out on an even easier opportunity, which is using the DMP to benefit themselves! And ROI is as easy to prove as monitoring the uptick in user dwell time and/or subscribers to your service!
The reason this opportunity is missed may be, unfortunately, due to the internal executive sponsor of the DMP being from Sales or Ad Ops rather than Marketing, Consumer Insights, etc. Why would Sales, for example, directly care about content? Sure, the case can be made that the longer a user stays on the site the more attractive the inventory, but directly it’s not something felt by the sales team the way audiences being applied to Ad Sales is.
My recommendation? Find an internal resource who is looking for opportunities across the board to take ownership of the DMP. It’s important to have all relevant teams on-board with DMP – what it is and how it will help them personally. Otherwise, without any traction you’ll be spinning wheels.
Regardless of who the primary owner is, though, if you’re working with a DMP and find yourself in a rut, take heart knowing that the use-case you’re working on isn’t the only one. Value should be found for every team touching digital. Because data is fluid, it can and should be utilized across every part of your organization for maximum impact.
About the Author
Since joining Lotame in 2012, Hunter Terry has held a variety of technical and account management positions. Currently he is a Solutions Architect for the APAC region, where he focuses on cultivating healthy business relationships and fostering communication with clients and partners. Prior to his current role, Hunter served as a Technical Account Director, where he used his technical chops to onboard and train new DMP and data clients. From account management to solutions selling, Hunter has led and been a part of countless technical SaaS implementations in both APAC and the US. He is based out of Singapore, and holds a BA from the University of Virginia.
Read more from our partner series with Lotame:
- Are DMPs Worth It? Assessing Value using Sales-Based ROI
- The Value of a DMP and what a Consumer-Based ROI Approach Can Tell Us
- How to Leverage a DMP to Enhance Content Customization and Personalization
- The DMP Use Case You Probably Didn’t Think About
- The Definition and Future of Audience Data and Audience Targeting
- The Most Creative and Complementary Uses of Publisher’s Data
- Best Practices for Supplementing 1st Party Data with 3rd Party Data