A data management platform (DMP) is a technology platform mainly utilised for targeted digital marketing purposes it collects, unifies, organises and activates first-, second- and third-party audience data from all sources, including the hidden web where third-party cookies are blocked. It is the backbone of data-driven marketing and allows advertisers, agencies and publishers to gain unique insights into their customers.
DMP’s can generate audience segments, which are used to target specific users in online advertising campaigns, these segments categorise users based on behaviour, user-actions, purchase history, surveys, CRM and more. DMP’s help increase campaign effectiveness by providing live campaign analysis and unlimited lookbacks delivering unique audience insights. Some DMP’s also offer audience extension tools, these tools work by identifying users that show similar characteristics to users in the target segment, but may not have been included.
Most DMP’s also use Artificial Intelligence algorithms to process large data sets about users from numerous sources, this is utilised for organising and monetising data in Real-Time Bidding (RTB) system.
Popular DMP’s include Lotame, Nielsen, Oracle, OnAudience.com and Permutive.