Forrester released the findings of “The Forrester Wave: Data Management Platforms, Q2 2019,” AdExchanger reports. The report focused on the top seven data management platforms and graded them based on a set of 34 different categories. Salesforce and Adobe were identified by Forrester as the top DMPs, particularly due to their emphasis on privacy. “Salesforce and Adobe’s goal is to build a privacy-first consent management, with known customer identifiers to facilitate known customer advertising,” Forrester Research Senior Analyst and DMP Wave Co-Author Tina Moffett said. In a blog post, Moffett wrote vendors “are future-proofing their technologies to ensure they’re privacy-focused, with consent management features, despite the data already being pseudonymized.”
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