The Oracle Data Cloud blog highlights the latest data-driven insights and trends in digital marketing and ad tech.

6 Reasons why publishers need a DMP

This week’s guest blog post is contributed by Karen Kokiko, Senior Product Marketing Manager, Oracle Data Cloud.

More and more, publishers are recognizing that while content is king, the real power of content is realized through their first-party audience data.

Smart publishers are getting more sophisticated in their data management and using data to better understand, grow and monetize their audiences.

According to one publishing executive, “The trick today is turning mounds of data into audience insights that ultimately drive development of products [and advertising opportunities] that engage audiences.”

This is the core reason to license a data management platform: to unite disparate data sources and transform it into fuel to personalize, contextualize and deliver precise experience for audience and advertisers.

A comprehensive Data Management Platform (DMP) provides centralized control of all first-party audience data, as well as robust tools to analyze this data to create new audiences and inventory and revenue in real time.

The challenge is unifying data to monetize it

Publishers have a lot of data at their disposal and it’s up to them to ensure their inventory and audiences are not commoditized.

One of the most effective ways for publishers to take charge of their audience data is to use a DMP to scale, understand and activate data unlocking its power for both the publisher and their advertisers. 

Key opportunities for publishers to monetize data include:

  1. More sellable audiences for advertisers
    Organize audience data from various media properties to scale audiences and inventory.
  2. Higher average CPM
    Segment granular audience data making the site’s and/or company’s inventory more valuable to advertisers and allowing the publisher to earn higher CPMs.
  3. Reduced remnant inventory
    Use third-party data to convert more inventory normally sold as remnant to more valuable segments for advertisers reducing the amount of lower CPM remnant inventory sold.
  4. Drive audience growth
    Clearer insights into how each audience segment is performing and ability to measure how audiences interact across multiple properties. This drives new subscriptions and subscription revenue as well as upselling/cross-selling to existing subscribers.
  5. Optimize website performance
    Optimize the user experience by serving the right content to the right audiences at the right time. A happy audience is less likely to engage in ad blocking.
  6. Data sharing
    Scale data by joining forces with brands or competitors to consolidate and share first-party data in a way that produces meaningful, actionable results, sold at higher CPMs.

Find success with a DMP

Some of the biggest publishing brands in the world realize the inherent value of using a DMP to monetize their first-party audience data and increase advertising revenue.

As roads to programmatic advertising, social media, marketing automation and big data continue to play an increasingly important marketing role, utilizing a DMP will ensure success.

Contact The Data Hotline now to understand how a DMP can help your business. (What's The Data Hotline?)

About Karen Kokiko

Karen brings her 20+ years of marketing executive knowledge to data-driven marketing, data, and data management—as well as audience segmentation and development—to Oracle, where she focuses on paid advertising product marketing solutions.

Prior to Oracle, Karen led competitive intelligence for product marketing for Neustar and data-driven marketing initiatives in the publishing industry from the CMO seat. This included more than 15 years with Gannett and six years with AH Belo.

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