Why agencies should care
One of the most passionate DMP experts I interviewed for this piece was Andy Monfried, founder and CEO of Lotame. For many reasons, Monfried shocked the industry last year when his company shed its longstanding ad network business to focus completely on the technology side. Lotame's DMP, CrowdControl, "offers innovative publishers, agencies and advertisers the most intuitive, user-friendly and feature-rich technology to unlock the value of their audience data."
"Agencies have not done a fully great job of educating data to marketers and they're leaving the door open to tech vendors to teach data to clients," Monfried said. "A lot of time agencies don't have a model in place to handle the imminent intersection of data and media. They don't have the skill set nor the appetite to move in this direction and they could find themselves in a bad place very soon."
But he offers an interesting path for agencies to consider. "You've head of the term, AOR (agency of record)? I use the term TAOR (technology agency of record). These are very different. A TAOR can work in conjunction with an AOR or agency and can feed them tons of intelligence and great audiences interacting with the brand and help the brand win. Agencies are not equipped and do not have the technology to win in this environment. They have bidding engines. They have platforms. Advancement of technology is being sacrificed in trading desks and self-serving for the advancement of agencies."
"When you own a unifying data platform and you bring in a TAOR, it empowers the AOR -- it's okay to have both an AOR and a TAOR -- they're two separate houses." Monfried believes that his company can enable brands, agencies, and publishers to become more data savvy to compete in the new technology driven landscape.