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ExchangeWire Report: DMP Adoption vs Execution in Agencies

Lotame and ExchangeWire have partnered to create a new report on DMP adoption vs execution around the globe, and we are pleased to share the results with you here.

While adoption of data management platforms around the globe have increased 49% since ExchangeWire’s last survey in 2015, there are differences in how media agencies in the US, EMEA, and APAC are putting their DMPs to work.

DMPs provide media agencies with multiple opportunities to improve their data strategy, but only one-third of agencies worldwide view a DMP as ‘vital’ to the agency technology stack, compared to 57 percent who rate it as a ‘nice to have.’ Wider channel execution and the ability to assist in winning new business are two possible reasons that agencies are rating DMPs as vital to their technology stack. There is a growing performance gap between those who are making the most of the technology, and those who are not.

There are geographical differences in DMP execution between U.S. vs. EMEA vs. APAC. For example, while US agencies lead in implementing data strategies on TV & Radio, APAC sees significantly higher use of data-driven strategy across out-of-home (OOH), search, social and email. APAC is also advanced with use cases of creative, personalization, and messaging optimization and identified the biggest opportunity for agencies as feeding data into the creative design process. On the other hand, EMEA is less interested in creative, messaging optimization and sequential messaging; more interested in audience insights and offline data onboarding.

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