Asked to database the hottest categories successful martech, you mightiness notation lawsuit information platforms; you mightiness notation individuality resolutions platforms; possibly information cleanable rooms.

Have DMPs been astir truthful agelong we conscionable instrumentality them for granted (like “big data”)? Will an expanding reliance connected first-party information managed done CDPs, positive each the privateness issues surrounding third-party data, conspire to marque DMPs extinct?

Data absorption solutions vendor Lotame is betting against that. But it’s besides going retired of its mode to presumption itself arsenic a spouse for CDPs.

Past and future

Alex Theriault, wide manager of Lotame’s latest solution suite Spherical, began with a look successful the rear-view mirror. “Lotame has worn a fewer antithetic hats implicit the years. We initially came retired arsenic an advertisement web selling information and audiences. That was backmost successful 2008. We were 1 of the archetypal DMPs coming to marketplace successful 2011.” Through an aquisition, they expanded into the cross-device and afloat individuality solution space, and they besides connection 1 of the largest planetary information marketplaces, the Lotame Data Exchange.

But with the fast-paced adoption of CDPs, accelerated by customers moving much decisively into integer during the pandemic, Lotame faced a question astir its aboriginal identity. That led, said Theriault, to a batch of research.

An individuality crisis

The probe focused connected the evolving CDP abstraction the usage cases CDPs are best-suited to serve. “Do we go a CDP similar truthful galore different companies? Or is our exertion inactive highly successful request and future-proofed truthful we tin navigate third-party cooky restrictions and privateness regularisation changes?” These were the kinds of questions to beryllium faced, said Theriault.

The reply was that the request for the benignant of functionality that has historically lived wrong a DMP would persist: “Such arsenic entree to third-party data, built-in analytics, modeling capabilities, and truly mature pipes into the adtech ecosystem,” Theriault explained.

The relation of CDPs is captious erstwhile it comes to managing and activating information volunteered by known customers oregon known tract users. That leaves a gap, said Theriault, erstwhile it comes to targeting radical who marque it to the site, possibly enactment thing successful their cart, but ne'er execute a one-time bargain oregon motion up for a subscription.

What a DMP tin do

Just due to the fact that third-party cookies are 1 time going away, that doesn’t mean an extremity to third-party data.

“Third-party information and third-party cookies are often conflated with 1 another,” Theriault explained. “Any institution that has an individuality graph — and Lotame is 1 of those; there’s decidedly a fistful of beardown players successful the abstraction — is capable to cod information successful environments wherever third-party cookies are not accessible, whether it’s attached to a first-party cookie, oregon different integer identifiers specified arsenic CTV IDs oregon lawsuit IDs. It was historically a probabilistic graph, but we’ve present expanded it to being a hybrid; truthful we tin ingest information tied to email,” successful different words, first-party data. “So we’ll enactment some a declared lucifer arsenic good arsenic a probabilistic match.”

Theriault suggests that tracking third-party information utilizing Lotame’s Panorama ID tin beryllium much effectual than relying connected third-party cookies. “We’ve tally lawsuit studies successful environments similar Safari that are already third-party cookie-restricted that person improved connected results brands person seen moving campaigns connected third-party cookies.”

What a DMP and CDP tin bash together

The outstanding question is however DMPs and CDPs tin enactment successful harmony to enactment marque selling strategies. One mode is done elemental integration. Some CDPs — for illustration Segment, Tealium and mParticle person on-page tags (or pixels) connected marque websites. “With Lotame besides having a tag connected page,” said Theriault, “there’s truly casual connectivity. We fto the CDP bash the bulk of hard enactment to stitchery the fragmented, siloed first-party information from antithetic sources and hole it, conception it, [and] sanitize it wrong the CDP.”

The Lotame tag for the aforesaid marque tin bash a “quick look-up” that distinguishes known customers (with lawsuit IDs) from chartless visitors wherever accusation is constricted oregon absent.

“In the lawsuit the marque doesn’t person a lawsuit ID, past we capable that void; truthful we would beryllium creating a illustration wrong our level and commencement the marque being amended capable to recognize these cart abandoners and pushing that accusation backmost to the brand.”

This is each happening done the precocious introduced Spherical solution, billed arsenic a first-party information accelerator.

The workflow betwixt Spherical and spouse CDPs is (at least) bi-directional. CDPs cod first-party information crossed channels, from offline, email and mobile, to web visits and CTV. It cleans and segments the information and pushes it to Spherical for analysis, enrichment and modeling based connected Lotame’s DMP resources. Spherical tin propulsion the effect audiences to adtech solutions oregon to societal media pipes. Conversely, Spherical tin nonstop run information similar clicks and impressions to the CDP.

Another furniture successful the stack?

One mightiness expect to spot pushback against this proffer from customers that person invested clip and wealth successful a CDP and possibly besides usage a DMP. Theriault acknowledges this. “We truly wanted to entreaty to brands and agencies, truthful we’ve really introduced a adaptable exemplary that supports things similar seasonality and — for an bureau — the quality to trial and larn and iterate with antithetic brands and not beryllium locked into minimum monthly fees. “We tin conscionable plug successful and capable the gaps due to the fact that we’re not trying to merchantability them an end-to-end platform.”

The benefits of each this connectivity, Lotame would say, lies successful bringing information connected known and chartless customers, deterministic and probabilistic data, together. Whether this is the aboriginal absorption for the DMP abstraction oregon whether brands volition progressively crook their backs connected third-party information and marketplace to their known audiences, remains to beryllium seen.