In 2016, we see that DMPs are mainstream within the publisher, media agency and brand communities, with more than 68% reporting implementation.

This report highlights difference in adoption in European markets with differing levels of digital maturity. We see that the more advanced markets are further along their DMP journey, their requirements are more sophisticated and they are already challenging DMP vendors to innovate. We also observed cultural differences that are influencing use cases and selection criteria.

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