Opinion: How to cut through the noise on DMPs

Raju Malhotra is svp of products at Conversant. The recent publication of Forrester’s Wave report on data management platforms (DMPs) is the latest indication that many marketers are now closely evaluating them. The concept behind a DMP, at least on the surface, seems promising. It offers everything a data-driven marketer could dream of: a single, actionable view of each consumer.Read the full article