DMP and DCR — Why publishers need both

Brands advertising with premium publishers expect the level of personalization in their ads that the publishers were able to offer when they used third-party cookies to power audience enrichment via DMPs. This time is quickly coming to an end as third-party data continually proves to be ineffective.

To continue being able to provide this service to their advertisers, publishers will have to find another way to enrich their target audiences. But relying on only their data management platforms (DMPs) to do so is likely to create disappointing results.

This factsheet outlines where DMPs fall short when it comes to filling the cookieless gap, how publishers can use data clean rooms to fill this gap, and how using both of these technologies together enables publishers to make ads even more effective in the first-party future.