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  • DMP
    April 5, 2018

Why your DMP struggles with match rates

The question marketers ask me the most is: What is the expected match rate of a data management platform (DMP)?

While the importance of match rate continues to be debated, the short answer is that most DMPs fail to deliver data reliably and consequently suffer from poor match rates.

There are multiple points in the process when match rates should be calculated.

But there is only one performance indicator that truly matters for today’s marketers—how  many user profiles can be brought into the DMP, and how many profiles can be brought from the DMP into a downstream partner (DSP, SSO, etc.)?

For now, let’s focus on why match rates suffer when you bring your offline/CRM data into a DMP.


Misconception about match rates

DMPs only house non-PII (personal identifying information) based IDs such as cookies or mobile IDs.

The misconception is that match rates are a product of the DMP platform.

The reality is match rates are highly dependent on the existing data partnerships and immediate profile data the DMP can access.

For example, 1st Party data onboarders, such as Oracle Data Cloud or LiveRamp, are used to match a user’s PII-based info (email, physical address, name) to their mobile ID or cookie ID. Think of this as the first match that must occur.

The second match is connecting the onboarder’s assigned ID to your DMP’s own existing ID pool.

When a DMP does not have access to a recent or sizeable pool of cookie or mobile IDs, it results in low match rates.

To put a band aid on this issue, many DMPs will try to leverage a customer’s own website and fire a javascript tag to make this ID swap happen.

In certain cases, there is the possibility of negatively affecting website performance.

More importantly, this is very time consuming. It is highly dependent on the user coming to your website again for the match to occur. This process can easily take days, weeks, or even months.


Proactive vs. reactive

Struggling to catch up on a backlog of ID matches needing to take place on your DMP creates a vicious cycle.

In the world of paid media, time is of the essence—no one can afford to wait weeks for matches to occur.

So, more often than not, many marketers will experience match rates in the low 40s when bringing their data into a DMP.

Rather than react to the ID swaps needing to happen, the Oracle BlueKai DMP takes a proactive approach unlike any other platform in the industry.

When bringing data into the Oracle BlueKai DMP, match rates in the lower 90 percent range—a 2x gain on any competitors—are not uncommon.

Our partnership with 15MM+ websites allows us to sync our IDs across trillions of website transactions occurring monthly with onboarders, data providers, and downstream media partners.

In other words, we are proactively creating matches before the user even hits your website.

As a result, our customers enjoy the highest match rates across the industry at faster speeds than any other DMP.



Get our checklist with our top questions to ask your DMP provider.

For more questions about match rates and the DMP, head to The Data Hotline


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Comments ( 1 )
  • Madhukar Uniyal Friday, November 2, 2018
    Nice read Jeff!
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