For: Marketing

Leadership
Professionals

The Forrester Wave: Data

Management Platforms, Q3 2013
by Joanna OConnell, August 21, 2013

Key Takeaways
DMP Offerings Are Expanding To Offer Broader Insights And MultiTouchpoint Targeting
Little more than third-party audience targeting platforms two years, todays leading
DMPs are ingesting a wide range of owned and licensed data streams for insights
and segmentation and are pushing data into a growing number of external targeting
platforms, helping marketers deliver more relevant and consistent marketing
communications.
Providers Require More Development In Mobile And External System
Integrations
Many DMPs in our evaluation must still build out mobile tracking and targeting plus
tight integrations with existing marketing automation platforms and offline systems.
Only then will marketers find true end-to-end audience management capabilities.
Seamless Data Ingestion And Message Delivery Are Market
Differentiators
Leaders in the DMP space have demonstrated experience in delivering audience insights
and targeting functionality and possess an interconnected suite of tools that make data
ingestion and message delivery seamless.

Forrester Research, Inc., 60 Acorn Park Drive, Cambridge, MA 02140 USA

Tel: +1 617.613.6000 | Fax: +1 617.613.5000 | www.forrester.com

For Marketing Leadership Professionals

August 21, 2013

The Forrester Wave: Data Management

Platforms, Q3 2013
DMP Providers That Matter Most For Marketers And How They Stack Up
By Joanna OConnell
with Christine Spivey Overby, Luca S. Paderni, Robert Brosnan, and Collin Colburn

Why Read This Report

In Forresters 70-criteria evaluation of data management platform (DMP) vendors, we evaluated the
seven most significant providers Adobe, Aggregate Knowledge, Blue Kai, CoreAudience, Knotice,
nPario, and X Plus One for marketers to consider. This Forrester Wave details our findings on how
well each vendor fulfills our criteria and helps marketers select the right partner for audience insights and
coordinated targeting.

Table Of Contents

Notes & Resources

2 DMPs Broaden To Unify Multi-Touchpoint

Audience Data

Forrester conducted product evaluations

in June 2013 and interviewed seven vendor
and user companies: Adobe, Aggregate
Knowledge, Blue Kai, CoreAudience (Hearst),
Knotice, nPario, and X Plus One.

Multi-Touchpoint Targeting And Execution

Havent Yet Caught Up With The Vision
3 Data Management Platform Evaluation
Overview
Our Evaluation Analyzes Three Core Aspects of
DMP Vendors Offerings
5 Leaders Begin To Offer Seamless Data
Ingestion And Message Delivery
7 Vendor Profiles

Related Research Documents

Organize For The Always Addressable
Customer
November 14, 2012
The DMP Is The Audience Intelligence Engine
For Interactive Marketers
July 25, 2011

Leaders
Strong Performers
10 Supplemental Material

2013, Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available
resources. Opinions reflect judgment at the time and are subject to change. Forrester, Technographics, Forrester Wave, RoleView, TechRadar,
and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. To
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For Marketing Leadership Professionals

The Forrester Wave: Data Management Platforms, Q3 2013

DMPs Broaden To Unify Multi-Touchpoint Audience Data

In this era of highly demanding mobile consumers, marketers struggle to deliver relevant
experiences advertising or otherwise across a vast array of touchpoints.1 Data management
platforms (DMPs) have broadened beyond simple tools for managing third-party audience
targeting in display to become sophisticated platforms that help marketers build relevance in multitouchpoint consumer communications.2 They do this through the delivery of three core functions,
specifically:

Ingesting and normalizing a wide array of data streams. Todays marketer finds herself

awash in data, struggling to make usable the variety of seemingly unrelated data streams.
DMPs provide a necessary layer of data ingestion and data normalization across data sets,
from channels such as search, display, email, on-site, and offline and from first-, second-, and
third-party sources, translating this data into user profiles and/or audience segments. As one
Blue Kai DMP customer noted: We found ourselves both inundated and overwhelmed with
data. We were looking for a partner that could help us with this.

Providing tools to turn data into both insights and targetable audiences. The days of

simply buying a prebuilt third-party audience segment are waning in the face of sophisticated
systems for audience discovery and creation. DMPs help their customers uncover insights
about current and future customers as they interact with brands paid placements and owned
collateral. They also give DMP clients the ability to combine audience attributes from a range
of sources into custom audiences for targeting. As one Adobe AudienceManager (AAM)
customer noted: We needed audience segmentation. Our bread-and-butter is eCommerce.
We needed to be able to see where traffic is coming from and know who those people are to
give them different experiences.

Creating and maintaining links to live channels for message delivery. Delivering relevant

experiences necessitates explicit connections among disparate systems. This is a core function
that many DMPs provide, whether through integrations with leading ad servers and DSPs
or through hooks into proprietary content management systems. These linkages help move
intelligence from the DMP into the external platforms. As one early customer in the DMP
space noted: We didnt necessarily go looking for a DMP. We realized [in our work with X
Plus One] that this could be a way to unify all the things we were doing manually to get to
cross-channel messaging and bring our first-party data to bear across all digital channels.

Multi-Touchpoint Targeting And Execution Havent Yet Caught Up With The Vision
The DMPs promise of unifying audience targeting across all marketing touchpoints is not yet fully
materialized, in spite of significant advancements in the tools over the past two years. This came
through both in our assessments of DMPs and in comments made to us by DMP customers many
of whom declared the space in its early innings. Notably:

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DMPs dont universally deliver mobile tracking and targeting. The digital advertising

industrys targeting and tracking backbone, the third-party cookie, doesnt work well in a
multidevice world. Several DMP vendors now offer clients a first-party domain orientation
notably, a very new development for many that will ameliorate some mobile issues. While a
few are simultaneously investing in alternative mobile solutions, almost no one can credibly offer
a complete mobile solution today. Bleeding-edge marketers find this a problem. As one financial
services marketer told us, Our DMP has a huge blind spot for anything not browser-based.

DMPs fail to close the loop on complete customer life-cycle management. Knotice aside,

most DMPs insist that their role is to deal only with anonymous user data. This is, on the
surface, an admirable stance, given the highly charged public debate on consumer privacy. But
it doesnt solve marketers need for end-to-end customer life-cycle management across the
spectrums of acquisition to retention and anonymous to known. To close the gap, DMPs must
devote more resources to integrating with traditional campaign management and marketing
automation systems.

Offline integrations for are not yet a high priority. With massive funding still going into

direct mail and television and with the bulk of sales still generated in brick-and-mortar stores,
DMPs must create deeper offline integrations for both data ingestion and audience syndication.
We found early signs of this in our Forrester Wave evaluation, but certainly not uniformly and
not in as much depth as wed like.

Data Management Platform Evaluation Overview

To assess the state of the DMP market and see how the vendors stack up against each other, Forrester
evaluated the strengths and weaknesses of top DMP vendors. We included seven in the assessment:
Adobe, Aggregate Knowledge, Blue Kai, CoreAudience (Hearst), Knotice, nPario, and X Plus
One. (Acxiom and Turn, both initially selected for inclusion in this Forrester Wave, opted not to
participate, indicating that a number of components of their respective DMP offerings would either
not be ready in time for this analysis or not generally available at the time of the Waves publication.)
Each of the included vendors has (see Figure 1):

A core focus on its DMP offering. We selected those vendors that feature proprietary

rather than licensed DMP technology and that offer clients the option of using the DMP as
a standalone product if so desired. We excluded several players that offer DMP functionality as
part of a larger packaged solution, such as The Trade Desk (an independent buying platform)
and Xaxis (part of WPP), while we did not include others, such as Epsilon, because they
currently license external DMP technology as part of their data management offering.

An established DMP client base comprising medium and large organizations. Included
vendors have at least 10 live DMP clients, with at least one-third of clients made up of

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The Forrester Wave: Data Management Platforms, Q3 2013

enterprise ($500 million or more in annual revenue) or midsize ($10 million to $500 million in
annual revenue) organizations. Up-and-comers in the audience data management space, such
as Causata, were excluded due to a limited client base.

Demonstrated experience serving the unique needs of marketers. We looked for DMP

vendors that had an explicit level of experience working with marketing organizations. While
many of the vendors included in this Forrester Wave also work with publishers and agencies, at
least one-third of their DMP client bases had to represent direct relationships with marketers.
Krux and Lotame, both experienced in delivering DMP tools and services to publishers, are as
yet less experienced in working directly with more traditionally buy-side-oriented marketers
and thus were excluded. That said, both companies indicated they are seeing a significant
growth in marketer interest as the lines between buy-side and sell-side begin to blur inside of
organizations such as publishing houses and retailers.

Figure 1 Evaluated Vendors: Product Information And Selection Criteria

Product version
evaluated

Vendor

Product evaluated

Date evaluated

Adobe

Adobe AudienceManager

Not versioned

June 2013

Aggregate Knowledge

The AK Media Intelligence Platform

Not versioned

June 2013

Blue Kai

Blue Kai Data Management Platform (DMP)

Not versioned

June 2013

CoreAudience

Core Audience DMP

2.1

June 2013

Knotice

Knotice 5

June 2013

nPario

Consumer Intelligence Platform

Not versioned

June 2013

X Plus One

X Plus One Origin

4.7

June 2013

Vendor selection criteria

The vendor has a standalone DMP offering.
The vendor has a proprietary DMP technology.
The vendor has at least 10 live clients.
The vendors client base comprises at least 33% marketers.
The vendors client base comprises at least 33% enterprise and midsize clients.
Source: Forrester Research, Inc.

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The Forrester Wave: Data Management Platforms, Q3 2013

Our Evaluation Analyzes Three Core Aspects of DMP Vendors Offerings

After examining past research, user need assessments, and vendor and expert interviews, we
developed a comprehensive set of evaluation criteria. We scored vendors against 70 criteria, which
we grouped into three high-level buckets:

Current offering. Forresters assessment criteria for vendors current offerings encompass the

three core functions of a DMP noted above and include 12 groups of criteria: deployment; data
collection and normalization; third-party data integrations; segmentation and user profile
management; scoring and modeling; decisioning; audience data syndication; data ownership and
security; raw data access and portability; reporting and analytics; user interface; and client service.

Strategy. We reviewed each DMPs strategic approach, taking into account each companys

track record in delivering marketing services and technology generally and DMP products
specifically. We also reviewed product road maps and feedback from client references. We
defined four specific groups of criteria in this context: corporate strategy; product strategy;
pricing; and customer references.

Market presence. Finally, to understand each vendors experience in delivering DMP

technology and related services to marketing professionals, we assessed vendors on three

criteria groups: client base; financials; and international presence.

leaders Begin to Offer Seamless data ingestion and message delivery

The evaluation uncovered a market in which (see Figure 2):

Adobe, X Plus One, Blue Kai, and Aggregate Knowledge set the pace. Adobe

AudienceManager leads the pack, having received significant time, technical, and financial
investments from its parent company over the past year. X Plus One, while smaller, offers a
similarly well-rounded solution with a strong legacy in first-party audience data management
and a range of interconnected products for analytics and execution. Blue Kai has both
experience and an established leadership position in the third-party audience data space and
has invested significantly in building out its DMP solution. Aggregate Knowledge is highly
valued for its strong analytics chops and market-neutral position.

CoreAudience, Knotice, and nPario round out the pack. CoreAudience offers a relatively

strong competitive offering to our Leaders but has less marketer experience. Knotice has an
excellent user profile management solution but little in the way of third-party data integrations.
nPario is very new, and while its system is considered highly flexible, it needs to develop its
product offering to compete with more-mature competitors.

This evaluation of the data management platform market is intended to be a starting point only.
We encourage clients to view detailed product evaluations and adapt criteria weightings to fit their
individual needs through the Forrester Wave Excel-based vendor comparison tool.
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The Forrester Wave: Data Management Platforms, Q3 2013

Figure 2 Forrester Wave: Data Management Platforms, Q3 13

Risky
Bets

Contenders

Strong
Performers

Leaders

Strong

X Plus One

Adobe

Blue Kai
CoreAudience
nPario

Go online to download

Aggregate
Knowledge

the Forrester Wave tool

for more detailed product
evaluations, feature
comparisons, and

Knotice

customizable rankings.

Current
offering

Market presence
Weak
Weak

Strategy

Strong
Source: Forrester Research, Inc.

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The Forrester Wave: Data Management Platforms, Q3 2013

Forresters
Weighting

Adobe

Aggregate
Knowledge

Blue Kai

CoreAudience

Knotice

nPario

X Plus One

Figure 2 Forrester Wave: Data Management Platforms, Q3 13 (Cont.)

CURRENT OFFERING
DMP deployment
Data collection and normalization
Third-party data integrations
Segmentation and user profile management
Scoring and modeling
Decisioning
Audience data syndication
Data ownership and security
Raw data access and portability
Reporting and analytics
User interface
Client service

50%
20%
10%
10%
7%
5%
5%
15%
5%
5%
8%
5%
5%

4.14
3.60
5.00
4.25
5.00
5.00
5.00
3.00
4.60
4.40
3.00
5.00
5.00

3.87
3.60
4.53
4.40
4.50
5.00
4.00
2.92
3.70
3.20
3.00
5.00
4.40

4.37
3.60
4.93
5.00
5.00
5.00
5.00
4.20
4.30
4.40
3.00
5.00
5.00

3.70
2.90
4.83
4.25
4.50
4.00
3.00
3.16
4.00
2.60
3.00
5.00
5.00

3.15
2.55
4.33
0.55
3.75
5.00
5.00
2.20
2.55
3.80
3.00
5.00
5.00

3.55
5.00
4.43
3.30
4.00
5.00
0.00
1.56
3.70
3.80
3.00
3.00
5.00

4.26
3.60
5.00
5.00
5.00
5.00
5.00
3.72
4.10
3.80
3.00
5.00
5.00

STRATEGY
Corporate strategy
Product strategy
Pricing
Customer references

50%
50%
30%
0%
20%

4.88
5.00
5.00
0.00
4.40

3.76
3.00
5.00
0.00
3.80

3.76
3.00
5.00
0.00
3.80

3.30
2.00
5.00
0.00
4.00

3.70
3.00
4.00
0.00
5.00

2.96
2.00
4.00
0.00
3.80

4.12
4.00
4.00
0.00
4.60

MARKET PRESENCE
Client base
Financials
International presence

0%
85%
0%
15%

4.24
4.10
0.00
5.00

3.81
3.95
0.00
3.00

4.11
4.30
0.00
3.00

2.92
2.90
0.00
3.00

2.32
2.55
0.00
1.00

3.51
3.60
0.00
3.00

3.60
3.70
0.00
3.00

All scores are based on a scale of 0 (weak) to 5 (strong).

Source: Forrester Research, Inc.

Vendor Profiles
Here are high-level snapshots of vendor capabilities. Detailed scorecards are available in the
spreadsheet behind Figure 2.
Leaders

Adobe. Adobe AudienceManager leads the pack in this first-ever data management platform
Forrester Wave, with a strong current offering, well-defined strategy, and the force of a
multibillion dollar company to help deliver on that strategy. Adobes 2010 acquisition of
standalone DMP technology Demdex gave it a foothold in the space, but the real Adobe
Marketing Cloud story of which AAM is described as a critical component has only

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just begun to come to fruition. Adobes significant investment in integration across its
Marketing Cloud product suite over the past year is finally paying off, with DMP clients
describing the seamlessness across several Adobe products including its Analytics
and Target products as a major draw. One client told us, What really set Adobe
AudienceManager apart was the integration with Adobe Marketing Suite. With the
additional acquisitions of buying platform Efficient Frontier, campaign management system
Neolane, and tag management system Satellite, Adobe is well down the road in building out
a marketing technology stack that broadly addresses data intelligence and audience delivery.
With its approach, however, comes some risk: As one client noted, Adobe wants to be an
end-to-end marketing firm, but it feels as if you run the risk of making the solution too
generic, where it ends up being nothing to anyone.

X Plus One. After more than a decade, this company has finally found its niche in the

digital marketing ecosystem, as its focus on predictive modeling, user level decisioning, and
delivering connected experiences increasingly addresses the challenges of todays marketers.
Over the past few years, X Plus One has explicitly moved toward a more complete digital
marketing hub model, which features a DSP, an on-site personalization engine, a tag
management system, and a mobile platform, among other tools. X Plus One has proven
itself up to the task of managing significant volumes of complex first-party data, with heavy
representation from large financial services clients in its client roster. For one financial services
customer, the decision to choose X Plus One came down to three things: They had the
ability to do decisioning and optimization; they had experience with first-party data in secure
environments and had demonstrated this in the financial services sector; and they seemed
most able to help me realize my own road map, more than anyone else.

Blue Kai. Both customers and Forrester see Blue Kai as the undisputed champion in third-

party data, with its breadth, depth, scale, and experience in that space. Blue Kai offers clients
instant access to hundreds of third-party data sources for more-centralized management of
audience insight generation and targeting. Its early life as a data provider and, more recently,
its massive data exchange business, set it up nicely for a migration toward the DMP space,
which began roughly two years ago with clients such as Hewlett Packard as early adopters.3
Since then, it has invested heavily in rounding out its DMP offerings, through acquisitions
such as analytics platform TrackSimple, and has focused on areas such as first-party data
management and mobile tracking and targeting (though, as one client noted, I wish they did
even more in mobile than they have.). Clients are attracted to its well-established position
in the market and platform-neutral stance. As one marketer at a leading global technology
company noted: I felt that of all the different systems, it was most like the Switzerland of data.
It could plug into most systems, which was really important. Longer term, however, Blue Kai
may find it challenging to remain a standalone platform as continued consolidation continues
to pull such platforms into larger marketing technology stacks.

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Aggregate Knowledge. This company rounds out our group of Leaders due to its strong media
and audience analytics chops, years of experience in the space, and highly rated customer
service and company leadership, with one new client noting, The leadership of the company
[is] excellent and they seemed ahead of the game by six months. Aggregate Knowledges
early life as an audience analytics platform proved challenging for the company in a market
not yet ready for such a tool. However, as the market matures, Aggregate Knowledges focus
on tightly weaving together media, audience analytics, and advanced attribution bolstered
by its 2013 acquisition of analytics tool Quantivo is proving a critical piece in clients
media management strategy. Its market-neutral position and extensive reach into the digital
advertising ecosystem is also seen by clients as a valuable differentiator, with one financial
services marketer noting: When you want to understand the full scope of user behavior, you
need someone who is deploying enough of their system cookies across the entire Web to have
enough reach to follow them wherever they go. You cant afford to engage with a DMP that
doesnt have a lot of users to engage across the Web. As with Blue Kai, however, we do not
believe that its position as a neutral standalone DMP is viable over the long term.

Strong Performers

CoreAudience. The CoreAudience DMP came about as a result of the 2010 acquisition of

early DMP player Red Aril by Hearst, bringing together a global multibrand media company,
a digital agency (iCrossing), and a DMP to serve the needs of both. CoreAudiences current
offering is in many ways functionally similar to that of our Leaders, with its focus on real-time
data ingestion, highly flexible segment building, and management. Where it lags at this time
is in experience; it has a smaller roster of live clients and fewer active channel deployments.
This could change as clients of iCrossing look to the integration between the agency and
CoreAudience as a clean solution to complex media and audience management challenges
and as potential clients see value in CoreAudiences access to Hearsts significant store of
proprietary user data. CoreAudiences own your data message has strongly resonated with
clients, with one financial services client noting, We liked the idea of own your audience and
that this tool would help take us control of our data.

Knotice. This vendor is, in many ways, the seeming outlier in this DMP Forrester Wave,

with its early focus on linking email, mobile, and on-site experiences and first-party domain
orientation. However, its Universal Profile Management technology, released in 2008, with
its explicit focus on the linking of anonymous and known profiles, has increasingly made it
an attractive choice for audience management, primarily for small and midsize businesses.
Knotice currently lags behind other evaluated DMPs in its third-party footprint, with almost
no external integrations in its wheelhouse today, though its road map shows this as a major
focus going forward. In the meantime, Knotice is increasingly seen by its savvier clients as
more than just an ESP, with one vacation-rentals client noting: We would not have put them
in the DMP category before, but when digging into it, we realized that we were not using them

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The Forrester Wave: Data Management Platforms, Q3 2013

to their full potential. So I focused my energy on building the relationship with Knotice. We
have other divisions that spend millions and that dont even grasp what a DMP actually is.
They use five to six vendors to try to achieve the same thing.

nPario. Relative newcomer nPario rounds out our group as a still immature, but promising,

option. Developed by Yahoo employees to serve that data-rich companys own needs, nPario
launched as its own entity in 2010, with its early client base consisting largely of publishers.
One customer reference, now managing data initiatives at a global multiplatform media
company, told us that he liked nPario so much at his last company, he hired them for his
new one. Its highly scaled and flexible system for data ingestion and audience analytics and
its smart, accessible leadership team are also attracting marketer clients to nPario, with one
marketer at a global shipping company noting: It seemed as if this was a platform that could
really support big data. We needed marketing intelligence segmenting customers and
looking for movement of customers from one segment to another. To date, nPario has been
focused more in data ingestion and analytics, with significantly less experience in audience
data syndication than other vendors evaluated in this Forrester Wave.

Supplemental Material
Online Resource
The online version of Figure 2 is an Excel-based vendor comparison tool that provides detailed
product evaluations and customizable rankings.
Data Sources Used In This Forrester Wave
Forrester used a combination of four data sources to assess the strengths and weaknesses of each
solution:

Vendor surveys. Forrester surveyed vendors on their capabilities as they relate to the

evaluation criteria. Once we analyzed the completed vendor surveys, we conducted vendor
calls where necessary to gather details of vendor qualifications.

Product demos. We asked vendors to conduct demonstrations of their products functionality.

We used findings from these product demos to validate details of each vendors product
capabilities.

Customer reference calls. To validate product and vendor qualifications, Forrester conducted
reference calls with three of each vendors current customers.

Customer survey. To round out this Wave evaluation, Forrester also fielded a survey to

vendors customers. We received between three and nine completed client surveys for each
vendor.

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The Forrester Wave: Data Management Platforms, Q3 2013

The Forrester Wave Methodology

We conduct primary research to develop a list of vendors that meet our criteria to be evaluated
in this market. From that initial pool of vendors, we then narrow our final list. We choose these
vendors based on: 1) product fit; 2) customer success; and 3) Forrester client demand. We eliminate
vendors that have limited customer references and products that dont fit the scope of our evaluation.
After examining past research, user need assessments, and vendor and expert interviews, we develop
the initial evaluation criteria. To evaluate the vendors and their products against our set of criteria,
we gather details of product qualifications through a combination of lab evaluations, questionnaires,
demos, and/or discussions with client references. We send evaluations to the vendors for their
review, and we adjust the evaluations to provide the most accurate view of vendor offerings and
strategies.
We set default weightings to reflect our analysis of the needs of large user companies and/or
other scenarios as outlined in the Forrester Wave document and then score the vendors based
on a clearly defined scale. These default weightings are intended only as a starting point, and we
encourage readers to adapt the weightings to fit their individual needs through the Excel-based
tool. The final scores generate the graphical depiction of the market based on current offering,
strategy, and market presence. Forrester intends to update vendor evaluations regularly as product
capabilities and vendor strategies evolve. For more information on the methodology that every
Forrester Wave follows, go to http://www.forrester.com/marketing/policies/forrester-wavemethodology.html.
Integrity Policy
All of Forresters research, including Waves, is conducted according to our Integrity Policy. For more
information, go to http://www.forrester.com/marketing/policies/integrity-policy.html.
Endnotes
In 2010, we entered the era of pervasive interactivity, in which more people access the Internet more
frequently from more devices in more places than ever before. But this trend has now reached a tipping
point and given rise to always addressable customers. And their numbers are swelling fast: They already
make up more than one-third of US online adults. See the September 26, 2012, The Always Addressable
Customer report.

For more information on Forresters definition of the DMP and to review its early assessment of the DMP
market, see the July 25, 2011, The DMP Is The Audience Intelligence Engine For Interactive Marketers
report.

For more information on Hewlett Packards journey toward adoption of a DMP and its work with Blue Kai,
see the March 26, 2012, Case Study: HP Deploys A DMP To Harness Audience Data report.

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