The Mobile Data Management Platform (eBook)

As users spend more time engaging with media on mobile devices, brands are, not surprisingly, increasing ad spend on mobile platforms. In 2014, almost 20 percent of worldwide digital ad spend was projected to be allocated towards mobile, and this figure is expected to rise to 36 percent globally, and 49 percent in the US by 2017.

The above is the opening line of the Introduction of new eBook: The Mobile Data Management Platform.

By now, of course, marketers are fully aware that A) there is a whole lot of data floating around and B) a good portion of it comes from all the mobile devices that more and more people are using every single day.

The question becomes: How, as a marketer, do you get a handle on all this data and utilize it to its fullest advantage?

Enter the mobile data management platform, or mobileDMP, a centralized platform that ingests, organizes, and segments an advertiser’s first- and third-party mobile and desktop audience data assets in one place for audience creation, analytics, and execution.

Many brands today use mobileDMPs to:

• Build sophisticated audience segments across first- and third-party data for precision at scale.
• Create, optimize, and activate cross-platform mobile and web campaigns for consistent messaging across all consumer touch points.
• And a lot more.

The Mobile Data Management Platform eBook sheds light on mobileDMPs and answers the following questions:

1. What main features should a mobileDMP offer?

2. How marketers can benefit from adding a mobileDMP to their current marketing mix?

Plus provides key insights into the three phases involved in implementing a mobileDMP as well as a mobileDMP checklist.

Now if anyone out there is still on the fence as to just how massive mobile data is and will become, consider that by 2018*, the total volume of monthly mobile data traffic is forecast to be about half of an exabyte. If this volume of data were stored on 32GB iPhone 5 devices stacked one on top of the other, the pile would be over 283 times the height of the Empire State Building.

* Source: Big data for development: Facts and figures