BlueKai: More businesses pushing into DMP to help across platforms

Other interesting findings include:

• 60% say horizontal integration is more important than vertical
• 66% report finding new prospects and gaining solid analytics are their priorities
• 81% say solid data will help them remain competitive

Horizontal integration would include leveraging data across units like display, social and mobile.

"Marketers have chased the mythical 1:1 marketing goal but the digital landscape was never designed for all these disparate systems to work together," said Marissa Gluck, founder of Radar Research. "DMP early adopters were all about maximizing their online media buys but now it's about driving ROI and applying the insights they have across all their channels; online, social, mobile, search and email."

"Our research findings show positive signs that brands are indeed embracing data to inform their marketing decision-making and they are doing so far beyond the reach of display advertising," said Cory Treffiletti, Senior Vice President of Marketing forBlueKai. "DMPs are a way for marketers to drive intelligent marketing across all of their channels and as more marketers understand this and begin to build out their 'marketing stack' we will see data become the core unit of their marketing efforts."

More than 200 senior marketing executives were polled for the report. BlueKai and Radar Research collaborated on the report.

Tags: ad tools, BlueKai, DMP tools, online advertising