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.
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.
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.
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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