With the advent of digitalization, the marketing sector has witnessed revolutionary developments. The demand for database management platform has intensified for tapping plethora opportunities offered to the marketers by digital marketing industry. Market Research Future (MRFR) has unfolded in its latest report that the global database management platform (DMP) market will grow significantly at 15% CAGR during the forecast period 2017 to 2023.
The adoption of DMP helps the marketers, ad agencies, and, publishers to process the vast data curated for enhancing productivity. When DMP is backed by Big Data and Artificial Intelligence algorithms, it accelerates the efficiency and revenue generation by segmenting target audience and cutting down on time required. The embracement of DMP helps the organizations to stimulate revenue creation by facilitating ad targeting, user profiling, look-alike modeling, etc.
The widening range of sources for data collection such as desktop, mobile web, mobile app, web analytics tools, etc. has catapulted the demand for DMP and is expected to grow saliently throughout the projection period. Furthermore, the integration of Internet of Things (IoT) into database management platform is expected to proliferate the market over the next couple of years. However, DMP requires to be merged with other technologies to perform efficaciously which is expected to hold the market expansion during the assessment period.
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The key players profiled by MRFR in its recently published report for gaining a deeper insight into the market are Oracle Corporation (U.S.), Rocket Fuel, Inc. (U.S.), Lotame Solutions Inc. (U.S.), Neustar, Inc. (U.S.), Cloudera Inc., Informatica (U.S.), KBM Group LLC (U.S.), Salesforce Inc. (U.S.), Turn Inc. (U.S.), SAS Institute (U.S.), and, SAP SE (Germany) among others.
The growth strategies employed by the prominent market operators accelerate the revenue creation and include initiatives such as product portfolio expansion, mergers & acquisitions, technological advancements, innovation, etc.
By data type, the global Database Management Platform Market is segmented into first party data, second party data, and, third party data. The first party data segment valued at USD 526.30 Mn in 2017 and is poised to continue its dominance over the assessment period. The third party data segment will show the steepest rise at a CAGR of 17.76%.
By data source, the global market for database management platform consists of web analytics tools, mobile web, mobile apps, CRM data, POS data, social network, and, others.
By end-user, the database management platform market is segmented into ad agencies, marketers, and, publishers. The ad agencies segment is expected to captivate the most significant share of market size and was valued at USD 530.59 Mn in 2017. The publishers segment will thrive at a robust CAGR of 16.36%.
By region, the global database management platform market has been segmented into North America, Europe, Asia Pacific, and, Rest of the World (RoW). North America is the largest market for database management platform. The growth in this region can be ascribed to the large-scale market penetration of digital marketing and rising online customer base. Furthermore, the expansion of programmatic advertising will accelerate the revenue generation of the market. It is estimated that the US marketers will spend over USD 39 Bn on programmatic advertising in 2018.
Europe market will demonstrate an upward shift during the projection period. The implementation of the General Data Protection Regulation (GDPR) by the European Union has elevated the credibility and reliability of the database management platform solutions. Asia Pacific market will be the fastest growing market globally over the next few years. The factors favoring the growth in this region are concentration of major IT players which generate an enormous volume of data, small and medium scale DMP service providers, etc. Rest of the World market will grow at a comparatively slower pace due to limited adoption of technology.
A leading advertising agency, Interpublic Group (IPG), has acquired database marketing and management solutions business, Acxiom. The deal is worth USD 2.3 Bn.
Postie, a tech and data platform, has launched a marketing automation platform which makes direct mails behave like efficient digital channels.
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