Digital Essay 2019: Decoding DMPs by Santadip Roy, Magna

By Santadip Roy, Regional digital director, Magna

We know content from brands needs to be relevant to the consumer. This is not an aspiration any more; it is a requirement.

Over the last five or six years, the acronym DMP (data management platform) has been abused to the extent most of us know that it is an enabler of precision marketing, however brands still struggle to
deploy DMPs properly. In the world of ITP (Intelligent Tracking Prevention) and GDPR, a successful deployment of a DMP isn’t a seamless experience. However, practice makes perfect. At Magna we
had the privilege to launch and deliver successful case studies using DMPs across MENA and we have therefore detailed 10 steps that will help brands to embark on their DM

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