Why do you need a proprietary DMP?
Brands look for audience segments to target based on their likelihood to buy, and they want to target them in the right place at the best price. They also want to know where conversion is more efficient and they prefer to keep this piece of information to themselves.
Every time brands let external DMPs collect and process info on their audience behaviour, they:
are forced to buy back their own data
enable competitors to buy those information and let somebody else make money out of this
miss the chance to understand how their customers behave and leverage the information internally
Publishers want to identify the segments brands wish to reach as they are on their properties. They want to maintain control over this key piece of information so as to sell impressions at the best price.
Every time publishers let external DMPs collect and process info on their audience behaviour, they:
let somebody else define the value of their inventory
miss the chance to differentiate their offer from competitors
miss the chance to understand and optimize their user experience
let somebody else make money out of the work they do to keep their audience engaged
Agencies have the mission to help clients plan their marketing spend efficiently, and reduce marketing waste. They must be able to optimize planning continuously and show measurable results to their clients.
Every time agencies let external DMPs collect and process info on the behaviour of the audience consuming the campaigns they manage, they:
miss the chance to integrate the clients’ first party data into their planning
are forced to buy third-party data massively, although they’re less reliable predictors of customers’ behaviour than brands’ first-party data