{"id":101,"date":"2020-12-18T09:00:53","date_gmt":"2020-12-18T14:00:53","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2020\/12\/18\/the-breakdown-of-point-solutions-in-a-platform-based-world\/"},"modified":"2020-12-18T09:00:53","modified_gmt":"2020-12-18T14:00:53","slug":"the-breakdown-of-point-solutions-in-a-platform-based-world","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-breakdown-of-point-solutions-in-a-platform-based-world\/101\/","title":{"rendered":"The Breakdown of Point Solutions in a Platform-Based World"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376256 = window.plc376256 || 0;\n            document.write('<' + 'div id=\"placement_376256_' + plc376256+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376256, [300,250], 'placement_376256_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376256++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Julian Baring, General Manager-North America, Adform<\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The era of the standalone data management platform (DMP)\u2014along with tech point solutions in general\u2014is rapidly coming to an end. For a lot of brands that are hugely invested in their current tech stacks, this represents an unpleasant reality. However, on the backdrop of tightening budgets, an increasingly restrictive privacy landscape and the continued deprecation of third-party cookies, it\u2019s a reality that marketers must acknowledge in their 2021 planning.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When DMPs first hit the ad tech scene, they were presented as much-needed point solutions that could help make sense of the mountains of data that companies should have access to in real-time. Conceptually, the DMP was supposed to serve as the lynchpin of the marketer\u2019s tech stack. For it to provide value, it needed to seamlessly tie together a brand\u2019s content management system, demand-side platforms, dynamic creative optimization platforms and all other fragmented elements of the marketing chain. In and of itself, the DMP is useless. It was in the connections made within the platforms, and the way in which that structured data could then be put to use, where marketers were supposed to find value.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Unfortunately, today\u2019s DMPs are failing to make those connections that are so vital to their utility. These standalone platforms have proven to be extremely expensive to license\u2014and even more so to operate. Many companies are heavily invested in these platforms, and yet they\u2019re failing to deliver on the fundamental actionable connections that they promise.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">It&#8217;s not that DMPs need to vanish. Far from it. At their core, DMPs can provide value &#8212; just not as point solutions. To realize the vision they were intended to fulfill, DMPs need to be integrated into a more comprehensive solution.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">At present, DMPs are delivering poor results for marketers because there is significant degradation of data fidelity as data is passed through different parts of the stack\u2014from the ad server to DMP, DMP to DCO, DMP to DSP, and so forth. This degradation has always been a challenge, and it\u2019s about to get a lot worse. After all, most DMPs are based on third-party cookies, which have been degrading for years and were finally given a 2022 expiration date with Google\u2019s announcement that the Chrome browser will cease to support them. This is a death knell in what was already a struggle within DMPs, given that cookie integrations aren\u2019t real-time due to the need to match data from many different point solutions.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As DMPs continue to fall short of the utility they promise, brands need to turn their attention to\u00a0comprehensive,\u00a0more sustainable options. What the market needs today is data management within a comprehensive, interoperable platform\u2014one where data can flow seamlessly, without degradation from point to point.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Today\u2019s marketers operate in a platform-based world, and the loss of the currency that our industry was built on\u2014namely the third-party cookie\u2014deepens the implications of this reality. For brands, it can be daunting to confront the need to turn a ship with the size and magnitude of their current tech stack investments, but the first pivot must begin now.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Going into 2021, marketers need to get their arms around the reality of data degradation within their stacks. If they haven\u2019t already, they need to establish benchmarks for data fidelity and ROI now and continue to measure in the coming months. More importantly, they need to prepare themselves to act on what they uncover.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The shifting reality of today\u2019s privacy and ad tech landscape is limiting brands\u2019 ability to accurately measure, target and attribute within their campaigns. It\u2019s an unsustainable reality and one that marketers can\u2019t afford to turn a blind eye to any longer.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>BIO:<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Julian Baring is Adform\u2018s General Manager Americas. He started his career in agencies at BBDO and Saatchi &#038; Saatchi before co-founding travel-site Weekends.com. He has more than 21 years of digital and technology industry operating experience across a variety of management roles including marketing, sales, corporate and business development, operations. Julian has previously held senior executive roles at Vodafone, Operative, Facilitate Digital and most recently Adslot. He has worked and lived across the UK, Europe, and Asia-Pacific. Julian has an MBA from Oxford University and studied his Bachelor of Arts at Brown University, USA.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376257 = window.plc376257 || 0;\n            document.write('<' + 'div id=\"placement_376257_' + plc376257+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376257, [300,250], 'placement_376257_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376257++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>The era of the standalone data management platform (DMP)\u2014along with tech point solutions in general\u2014is rapidly coming to an end. For a lot of brands that are hugely invested in their current tech stacks, this represents an unpleasant reality.<\/p>\n","protected":false},"author":7,"featured_media":102,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5],"topics":[2],"class_list":["post-101","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Breakdown of Point Solutions in a Platform-Based World | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-breakdown-of-point-solutions-in-a-platform-based-world\/101\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Breakdown of Point Solutions in a Platform-Based World\" \/>\n<meta property=\"og:description\" content=\"The era of the standalone data management platform (DMP)\u2014along with tech point solutions in general\u2014is rapidly coming to an end. 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