• LinkedIn, Tuesday, August 9, 2016 9:05 AM

In a LinkedIn post, Timothy Whitfield, director, technical operations at GroupM, writes: "Having a DMP [data management platform] without any data in it is like having a warehouse without any stock. Just empty shelves. Therefore the first task will be for DMPs to ensure that they have vast quantities of fresh data in the warehouse. Advertisers will start investing in in-house data scientists that will have personal KPIs [key performance indicators] measured in data quantity and quality." Whitfield predicts that DMPs and enterprise data clouds will rise, along with other demand-side solutions like location targeting and mobile creative. He argues that supply-side tech vendors will have a tough time -- with the exception of native ad platforms.

Read the whole story at LinkedIn »