This past Friday, AdAge published an editorial by TubeMogul’s CEO Brett Wilson on “Why Marketers Should Erect a Wall Between Audience Data and Audience Buying.” The editorial was running long, and sadly these (great) reactions from TubeMogul’s data platform partners — top players in the space, who value their independence — could not be included. We thought you might like to see them anyway:
Andy Monfried, CEO of Lotame, comments: “DMPs should be designed for flexible and efficient transfer of data, and should not place artificial limitations on where clients can execute their media buys. Clients are best served when they can easily send their data to whichever platform they choose.”
David Jakubowski, CEO of Aggregate Knowledge, makes a similar point, arguing that “one of the key reasons Fortune 500 brands should work with pure media intelligence or data management providers is neutrality. Neutrality is important for many reasons, such as the ability to integrate with all media and data sources in the digital ecosystem. These integrations give marketers the complete picture across all data sources and inventory providers to make intelligent decisions to more efficiently increase reach and drive sales. When a DMP is also buying and selling media as a business, the motivation to integrate with existing and new inventory sources gets compromised.”
