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Data Management Platform (DMP)

Revision as of 14:52, 3 December 2021 by User (talk | contribs)

A Data Management Platform or DMP, is a software tool used primarily in advertising and marketing to build profiles of anonymous individuals, store summary data about each individual, and share their data with advertising systems.[1]


What a Data Management Platform Does[2]

What you can do with all that data you collect? Here are just a few things you can focus on and what you can do with them:

  • Audience targeting and targeted advertising: Specify your audience and target their interests and needs via video, visuals and content
  • Content and product recommendations: Deliver personalized experiences for web and mobile users
  • TV DMP: Match your audiences across TV & digital so you can reach the same audience when and where they are ready to buy
  • Monetizing or selling data: Sell your valuable data for additional revenue
  • Audience enrichment: Learn more about your audience, beyond what they do when they’re on your website or other properties.
  • Grow your audience or customer base: Find a healthy supply of new customers to build brand loyalty
  • Paid search: Use DMP-driven audiences to target, suppress or dynamically update paid search campaigns
  • Paid social: Execute DMP-driven audience buys within social environments using Facebook and Twitter’s respective custom audience solutions


What a Data Management Platform Does Not Do[3]

DMPs perform some of the same functions as other marketing technologies, like data analytics platforms, demand-side platforms or customer data platforms. However, there are important differences.

  • DMPs don’t perform the same breadth and depth of analysis as stand-alone data analytics platforms because the technology only gathers certain kinds of data and only analyzes ad performance from digital channels.
  • DMPs can’t operate ad campaigns on their own, either. They connect with demand-side, supply-side or media platforms, which serve the ads. In fact, DMPs are often embedded in solutions like marketing cloud platforms, adtech platforms or media ecosystems as one component of these larger platforms.

Given their strengths and limitations, DMPs can be a key tool to enable more targeted and personalized ad campaigns. Many marketers already have them in their technology mix — although some may not know it. Before considering a new investment, “Contact your digital marketing, media or other agency partners who may already be using a DMP on your behalf to understand whether it is being fully used,” says Eric Schmitt, Senior Director Analyst at Gartner.

  1. What Is a DMP (Data Management Platform)? Treasuredata
  2. What Do You Do With a Data Management Platform? Lotame
  3. What don’t DMPs do? Gartner