2017 FORRESTER REPRODUCTION PROHIBITED WEBINAR Forrester Wave Data

WEBINAR Forrester Wave™: Data Management Platforms, Q 2 2017 Susan Bidel, Senior Analyst Samantha Merlivat, Analyst August 1, 2017. Call in at 10: 55 a. m. Eastern time © 2017 FORRESTER. REPRODUCTION PROHIBITED.

We work with business and technology leaders to develop customer-obsessed strategies that drive growth.

Agenda › What is a DMP? › How are marketers choosing and using DMPs?

A unified technology platform that intakes disparate first-, second-, and third-party data sets, provides normalization and segmentation on that data, and allows a user to push the resulting segmentation into live interactive channel environments © 2017 FORRESTER. REPRODUCTION PROHIBITED. 6

DMP: unified approach to marketing Source: The DMP Is The Audience Intelligence Engine For

DMPs are key to putting the audience first › The foundation for managing audiences across multiple touchpoints • Digital and beyond › Critical to customer-centric go-to-market strategies © 2017 FORRESTER. REPRODUCTION PROHIBITED. 8

Evolving participation criteria › 2013 • 10 live clients; marketers only › 2015 • 100+ live clients; marketers and publishers; growth of 40 or more over past 12 months; standalone product › 2017 • 150+ live clients; marketers and publishers; growth of 50 or more over past year; standalone product © 2017 FORRESTER. REPRODUCTION PROHIBITED. 9

Evolving landscape: 2013 › Adobe • Audience Manager, formerly Dem. Dex, acquired in 2011 for $58 million › Aggregate Knowledge • Acquired by Neustar in 2013 for estimated $119 million › Blue. Kai • Acquired by Oracle in 2014 for an estimated $350 million to $400 million › Core Audience • Launched as Red Aril; acquired by i. Crossing in 2012; rebranded in 2012; now solely focused on Hearst properties © 2017 FORRESTER. REPRODUCTION PROHIBITED. 10

Evolving landscape: 2013 › Knotice • Acquired by Ignition. One in 2014 for its email service to enhance Ignition. One’s position in omnichannel data capabilities › n. Pario • Launched in 2010 by former Yahoo executives; shuttered in 2013 › X Plus One • Acquired by Rocket Fuel in 2014; combining a “Leader” DSP with a “Leader” DMP Source: The Forrester Wave™: Data Management Platforms, Q 3 2013 Forrester report © 2017 FORRESTER. REPRODUCTION PROHIBITED. 11

Evolving landscape: 2015 › Leaders • Adobe • Krux • Neustar › Strong Performers • • Oracle Lotame KBM Group Google*** › Contenders • Cxense Source: The Forrester Wave™: Data Management Platforms, Q 4 2015 Forrester report © 2017 FORRESTER. REPRODUCTION PROHIBITED. 12

Forrester Wave™: Data Management Platforms, Q 2 2017 › Current offering • Data ingestion, sync prioritization, and syndication • Data classification • Data analysis › Strategy • Corporate strategy • Customer references › Market presence • Client base and global presences Source: The Forrester Wave™: Data Management Platforms, Q 2 2017 Forrester report © 2017 FORRESTER. REPRODUCTION PROHIBITED. 13

Key differentiators › Data ingestion, sync prioritization, and syndication • SDK, API, and mobile web data ingestion • Second-party data capabilities • Other data integrations › Data classification • User and device identification › Data analysis • Lookalike modeling › Strategy • Vision for the future • Customer references Source: The Forrester Wave™: Data Management Platforms, Q 2 2017 Forrester report © 2017 FORRESTER. REPRODUCTION PROHIBITED. 14

Marketers use one DMP “Do you use multiple DMPs? ” “Do you use DMP services available in a DSP/DMP combination? ” Base: 78 marketers; Source: Forrester’s Q 2 2017 Global Data Management Platform Forrester Wave™ Customer Reference Online Survey © 2017 FORRESTER. REPRODUCTION PROHIBITED. 16

DMP is still a relatively new technology “How long has the vendor. . . been your DMP? ” 26% Base: 78 marketers; Source: Forrester’s Q 2 2017 Global Data Management Platform Forrester Wave™ Customer Reference Online Survey © 2017 FORRESTER. REPRODUCTION PROHIBITED. 17

Marketing most often sponsors and funds the DMP “Which department is the main sponsor for the DMP strategy, rollout, and management at your organization? ” “Which department is funding the DMP? ” Base: 76 marketers; Source: Forrester’s Q 2 2017 Global Data Management Platform Forrester Wave™ Customer Reference Online Survey © 2017 FORRESTER. REPRODUCTION PROHIBITED. 18

Clients focused on basic DMP capabilities and use cases when choosing a platform “For which of the following reasons did you originally select your primary DMP? ” Underestimated? Base: 76 marketers; Source: Forrester’s Q 2 2017 Global Data Management Platform Forrester Wave™ Customer Reference Online Survey © 2017 FORRESTER. REPRODUCTION PROHIBITED. 19

Cost and existing technology partnerships were less of a factor “For which of the following reasons did you originally select your primary DMP? ” Base: 76 marketers; Source: Forrester’s Q 2 2017 Global Data Management Platform Forrester Wave™ Customer Reference Online Survey © 2017 FORRESTER. REPRODUCTION PROHIBITED. 20

Clients are most satisfied with advertising integrations, data security and privacy, and services consulting “Please rate the following attributes of your DMP. ” Base: 76 marketers; Source: Forrester’s Q 2 2017 Global Data Management Platform Forrester Wave™ Customer Reference Online Survey © 2017 FORRESTER. REPRODUCTION PROHIBITED. 21

But they expect more from their vendors’ ML, analytics, and device graph-mapping capabilities “Please rate the following attributes of your DMP. ” Base: 76 marketers; Source: Forrester’s Q 2 2017 Global Data Management Platform Forrester Wave™ Customer Reference Online Survey © 2017 FORRESTER. REPRODUCTION PROHIBITED. 22

DMP clients are hands-on users of advanced analytics, insights, and planning tools “Which of the following areas your vendor could improve upon? ” Select all that apply (top five answers shown). Base: 76 marketers; Source: Forrester’s Q 2 2017 Global Data Management Platform Forrester Wave™ Customer Reference Online Survey © 2017 FORRESTER. REPRODUCTION PROHIBITED. 23

Buyer’s remorse? Only half are totally satisfied with their choice of platform “Which of the following reasons prevent you from switching to another DMP solution? ” Please select all that apply. Average Net Promoter Score: 37% Base: 76 marketers; Source: Forrester’s Q 2 2017 Global Data Management Platform Forrester Wave™ Customer Reference Online Survey © 2017 FORRESTER. REPRODUCTION PROHIBITED. 24

What to focus on when choosing a DMP › Breadth and depth of marketing integrations › Customer journey analytics and audience insights › Machine learning and predictive capabilities › Training › Consultative support › Readiness for local and emerging privacy regulations © 2017 FORRESTER. REPRODUCTION PROHIBITED. 25