“The winner of the data war might also win the bigger fight to control media spend”

A more realistic near-term vision is that marketers will bring data science in house over the next five years. And only after that occurs will they venture into buying media. The market for these new “data science systems” is still emerging – the category includes a hodge-podge of acronyms like DMP Data Management Platform, MDS Marketing Data System, and TMS Tag Management System – but eventually a standard vocabulary will emerge to encompass it all…

Most importantly, the winner of the data war might also win the bigger fight to control media spend, and if played right someone could run the table here.  Based on what I am seeing in the market, my bet is that the ultimate winner is not going to be Rocketfuel.

via Rockets, Data, and DMPs – Ian Sigalow.

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