While segmenting audiences to improve targeting across an ad network isn't a new concept for publishers, the process of doing so is still difficult, Kiven explained.
"Data collection and data integration is not an easy thing," he said, adding that BrightTag's expansion of its strategic relationship with Yahoo Japan into a multiyear agreement originated because Yahoo Japan wanted to incorporate first- and third-party data into its DMP.
In so doing, Yahoo Japan hopes to tap into new audiences on behalf of its advertiser and agency client base. The benefit for BrightTag is that it will have the positioning to develop new relationships with potential Japan-based clients.
Yahoo Japan's need to add depth to its data is particularly pressing because Japan itself is much further along than other countries in terms of mobile adoption, according to Blane Sims, SVP of products at BrightTag. Marketers need to stay connected to customers that frequently move from mobile handhelds to tablets to POS kiosks, which is why tag management's traditional domain of desktop web browsing has since expanded to include more customer touch points.
"Tag management is important if you believe in digital business analytics," said Ray Wang, chairman and principal analyst at Constellation Research. "Given the high volume of content creation, it's impossible to manage the tags on all of the pages and content [without a tag manager.] Most folks don't know how to optimize tags for SEO and media consumption metrics. Without tag management, you will never have the ability to keep up with the rapid cycles of change in the market."