DMP (Data Management Platform) Definition

What is a DMP (Data Management Platform)?

DMP stands for Data Management Platform, and is software designed to aggregate, store and organize customer and/or consumer data, and distribute it to other systems as needed. DMPs typically combine both first- and third-party data, in order to build segment and target audiences for marketing/advertising campaigns, to create look-alike customer models, to personalize advertising and to track users across devices. As marketing is becoming more and more data-driven, DMPs are becoming essential to managing customer and audience data. DMPs excel at collecting data from multiple sources, organizing it and helping marketing teams analyze campaign success and determine next best actions.

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