The whitepaper explains what marketers should look for in a good DMP. For example, DMPs with advanced features should offer tag management, which lets marketers collect and organize audience data in one central repository, and classify data into manageable inventories. Advanced tag management also should let marketers set up privacy controls and measurement tools to share data, assigning varying rights levels to advertising partners, as well as protecting specific data from being accessed when companies don't want to share.
Advanced services also should include audience and advanced segmentation that goes beyond simple targeting to create thousands of relevant groups to reach consumers with the perfect message at all stages of the purchase funnel. Advertisers should use their own data first before tapping into another company's. A dashboard should allow marketers to analyze and sort first-party data by taxonomy, segment, campaign, and/or ROI, and then compare it against third-party data.
Then there's media integration, as well as campaign and audience analytics -- all of which can help advertisers make smarter media-buying and campaign-planning decisions.