The process of adopting a new software application is a grueling task for any organization. And the same applies to selecting a Data Management Platform (DMP). Moreover, choosing between a self-hosted DMP or a SaaS DMP adds to the confusion while both options offer pluses and minuses.
Since today’s marketers are rightly skeptical about the security of their data, we have listed down some reasons as to why a self-hosted DMP is a better option for tackling the marketer’s growing concern of ownership and security of data.
Top Reasons To Have A Self-Hosted DMP
- Data Control – DMPs are just not about collecting silos of data, it’s about organizing it so that it can be put to effective use. DMPs also ensure data is accessible 24/7 in both segmented and raw format. Security is another important aspect, DMPs make sure the data is where it must be and not in danger zones.
- Customization – This is another huge point which favors having an in-house DMP. Outsourcing often frustrates the users to pay for features which are rarely used by them or aren’t beneficial. Having in-house DMP imparts ultimate flexibility when it comes to customization with its ability to extend or modify based on brands need.
- Speed –Few seconds wasted on data transfer can make a lot of difference when it comes to programmatic advertising. Dealing with massive audience segments and pushing campaigns across a wide range of publisher sites requires speedy actions. Self-hosted DMP makes it possible to quickly determine how resources are allotted and make sure that dormancy doesn’t lock things up.
- Data Compliance – In-house DMPs ensures that brands engage in safe data mining and usage that’s compliant legislation.
The Rise Of The DMP In Programmatic
Marketers have been using Data management platforms (DMP) in display advertising for quite some time and now it is being applied in programmatic as well.
DMPs brings together data from varied sources, sorts it and provides enhanced insights into what it shows. For the marketers, they’re typically used to aid in segmenting audiences and show display relevant ads using cookie IDs. When it comes to programmatic, DMPs draw in data from DSPs, ad exchange and ad networks to boost the efficiency of advertising.
Publishers also use the DMPs to draw more information on their audiences to advance targeting and increase profitability in the long run. DMPs imparts a straightforward way to control the customer data, and gather valuable insights which are fuel to create more effective campaigns across all marketing channels. Here is how it supercharges Programmatic Advertising:
- Centralising Data – Collects and analyses all customer data from one single and easy-to-use platform. Data from all online and offline sources and third-party data can be easily centralized, which further helps in giving a clear view of the audiences.
- Understanding Audiences – DMPs helps in creating high-performing customer segments and detect the most valuable target audiences, from the data available (first and third-party data sources).
- Driving Marketing Success – DMPs generate deep insights which are immensely helpful in running programmatic advertising campaigns to make it more strategic and informed.
In-House Programmatic Advertising – Why Are Brands More Interested In It?
Over the last few years, programmatic advertising has evolved from being just the domain of agency specialists who work largely in isolation from the organizations they are supporting to an increasingly accessible set of technologies for brands to use themselves. Here is what’s attracting them:
1. Higher Productivity
In-house programmatic functions provide direct access to key figures and fluctuations in real-time. Since the brand, have their own team of trained professionals, they can instill their company values and targets into them, develop their own real-time bidding strategies which at the end contribute to higher productivity.
2. Control Of Data
Bringing programmatic in-house helps in protecting marketers’ data. Brands tend to limit access to data, even to their third-party service groups and the servers of SaaS companies.
3. Financial Gains & Cost Savings
The online route from advertisers to publishers, and finally audience, is too complex. An advertiser’s digital dollar goes through multiple platforms and channels before the ad is delivered to the consumer. In-house programmatic advertising helps in cutting costs and increasing the value of bid directly to the publisher by eliminating the intermediaries.
4. Accountability & Transparency
Bringing programmatic in-house gives the advertiser and marketers better control over the entire process. There is increased transparency on where the ad impressions show up and if they are viewable to real consumers, thus gaining full accountability for their ad spend.
5. Long-Term Business Strategy
By taking programmatic in-house, brands are basically thinking ahead. They know that fostering in-house digital expertise which in the long run would bring several benefits, i.e. understanding of the brand/organization/vertical, proximity to the business and a deeper grip of the ins and outs of digital advertising.
Challenges Of Bringing Programmatic Advertising In-House
It is pretty much understandable why an increasing number of brands are desiring to take programmatic in-house. The level of control and transparency over the entire programmatic campaign achieved by this very move is unmatchable. But moving programmatic in-house is a very complex and challenging process. Below are some of the challenges brands cannot ignore when considering bringing programmatic Advertising in-house:
- Cost – There is a significant cost involved in acquiring complex technological infrastructure to keep up with the pace of such a rapidly growing medium.
- Finding the Right Skills – Getting the right talent in the areas where competition is fierce is another noteworthy challenge. In programmatic, there is a scarcity of top talent and at the same time, it is expensive.
- Logistics – Another demand of in-house programmatic is housing the technology and people somewhere.
- Fast-Changing Landscape – Programmatic ecosystem moves with implausible speed, and keeping up requires a lot of work.
Now That You Know
In-house or outsourced – the debate on how brands would best manage their marketing remains as one of the hottest topics in the digital advertising industry. Cuberoot, an indigenous DMP offers Private Deployment as an option for marketers who want to safeguard data leakage to third-party systems. Schedule a free demo here.