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Integration Makes it Happen: Why an Integrated DSP/DMP Solution Matters

Here at Turn, we’re all about integration – we’ve built our technology as a natively integrated demand side platform (DSP), data management platform (DMP) and analytics solution. That means all of the components have been built from the ground up to work seamlessly together.

But should you care? Yes – but don’t just take our word for it – take the word of leading industry research firms, Gartner and Forrester.

Gartner recently published a new report, the Magic Quadrant for Digital Marketing Hubs, which explains that in today’s fragmented digital ecosystem consumers are using multiple devices and channels to learn about products and services throughout the buying journey. This is a complicated reality for marketers to navigate, requiring a software solution that can ingest and unify disparate marketing data to drive audience acquisition, engagement, and conversion across that complex buying journey. To truly function correctly, the data side of this process must be married with the execution side – Gartner goes so far as to say that DMPs and DSPs are “codependent.” Turn was identified as a Visionary in this report, thanks in large part to the native integration of our solution.

A recent Forrester report titled The Future of Digital Media Buying explains that as marketers expand their programmatic media buying, they increasingly require solutions for audience management, provided by a DMP. Forrester predicts that DSPs and DMPs will become tightly coupled as a standard practice in the future, as “marketers looking to create a ‘universal’ view of users, using first, second, and third-party (data) are increasingly turning to DMPs to serve as a core component of underlying tech functionality.” The report highlights Turn as an example of precisely that kind of tightly coupled solution set.

An integrated platform enables brands to centralize their customer data, execute branding and direct response campaigns across multiple channels, and leverage advanced analytics to gain deeper insights on their consumers and campaign performance. There are plenty of benefits to an integrated solution, but here are three big ones – no data loss, no latency, and no blind spots across the Google Display Network.

No data loss: When standalone DMPs connect with DSPs, they encounter up to 30% data loss in both directions. This includes information about lost bids, which is critical in optimizing future campaigns. Turn doesn’t have this problem thanks to the native integration of our DMP and DSP. Furthermore, we’re able to leverage this connectivity and growing data footprint across our ecosystem to find a larger pool of audiences across other DSPs.

No Latency: Turn collects data in real-time and evaluates bids in less than 10 milliseconds, enabling marketers to leverage real-time segmentation and classification to identify, convert, and maintain relationships with the right audiences. Standalone DMPs suffer from a latency tax as they have to synchronize their data, typically with 24 hours between synchronizations. Marketers’ success depends on acting rapidly based on the most accurate and current data available – which an integrated DMP & DSP provides.

No Blind Spots across GDN: Google will begin enforcing a rule disallowing DMPs from firing tracking pixels on ads running through the Google Display Network unless that DMP also owns the DSP buying the impression. This means DMPs that don’t bundle with DSPs – like Krux, Neustar, Lotame, BlueKai (in fact, most of the DMPs on the market today) – will have blind spots on the Google Display Network. Since Turn’s DMP is directly integrated with our DSP, we will not be affected by this issue (as mentioned in a recent AdExchanger article).

Learn more in this real world case study – a leading entertainment brand worked, testing Turn’s integrated DMP + DSP solution against a standalone solution saw a huge drop in reach, and quickly adopted our integrated approach.

Nayef Hijazi

Director, Product Marketing