This report shows how widespread the adoption of DMPs is across the world and within media buyer and media seller communities. As a relatively recent addition to the marketing technology stable, DMPs are sometimes misunderstood and seen as a panacea to all data challenges or hero solutions to automate all media training.

We delve into the reasons organisations chose to implement a DMP, the challenges they faced during selection and implementation, and whether the implementation has been a success. The report also explores the reasons why some organisations have chosen not to implement a DMP and seeks to understand their motivations to do so in the future.

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