It’s been a tough few years for data management platforms (DMPs). Initially designed to collect, segment, and distribute anonymous cookie-based data for the purpose of marketing, DMPs have been struck particularly hard by the phase-out of cookies by most major browsers in response to concerns over privacy. DMP Audigent, however, has been coming up with some innovative solutions to this challenge.
The founding team provide the company with remarkable industry connections that yield data from music, lifestyle, and sports industries. This consumer data is invaluable, but historically was not sold and packaged by music labels as meticulously as it might have been in other industries.
In terms of leveraging this data pool going forwards, Audigent has developed new products like the Hadron ID that can operate with greater privacy and efficiency in the cookie-less future of digital marketing. The company is demonstrating an adept, strategic approach to accommodating the rapid industry changes of recent years. If it can continue to do so whilst safeguarding its industry-specific data sources, it looks set for a solid future.
Freddie
Company Specialist at Welcome to the Jungle