Data Management Platforms (DMPs)
What They Are
Centralized systems that collect, organize, and activate first-, second-, and third-party audience data from websites, mobile apps, CRM systems, and ad campaigns. Build user profiles and segment them for targeted advertising.
How They Work
- Collection: Data from webpage visits, registration forms, mobile devices, social networks, smart devices, offline purchases
- Organization: Data analyzed and categorized into taxonomies to build user profiles
- Activation: Segments pushed to DSPs, SSPs, CDPs, CRM systems via APIs
Major DMP Providers
- Oracle Data Cloud (BlueKai)
- Lotame
- Adobe Audience Manager
Data Characteristics
- Profiles are pseudonymous (tied to device IDs, cookie IDs, or advertising IDs)
- DMPs merge first-party data (what user told the website) with third-party data (data broker information)
- When a DMP syncs IDs with a DSP, pseudonymous IDs can be linked across systems