A headline from today’s AdXchanger states that marketers are moving away from DMPs. Mostly DMPs are suffering from a lack of delivery on the promise.

Underneath the move away from DMPs is a great deal of further truth. DMPs have long been one of the most expensive of the digital marketing tech stack, so efficient and nimble marketers found alternatives. But, for those who did pay the price, the software hasn’t delivered and the service hasn’t helped make the promises happen.

The shifts away from cookies, upcoming privacy regulations and simplicity of data onboarders (like LiveRamp) make the future of the DMP appear murky.

Downward Goes the DMP