Data Management Platform – DMP refers to technology solutions and platforms created with the aim of collecting data from multiple sources (website, CRM, third-party platforms) in order to facilitate their centralisation for a more optimised management of marketing activities.
Specifically, Data Management Platforms are particularly used to collect, centralise and analyse data with the goal of optimising the buying and selling of advertising space.
Data Management Platforms, are usually counted among CRM and CDP, among the best known and most widely used technology solutions in the martech universe.
Unlike CDPs (Customer Data Platforms), DMP Data Management Platforms deal mostly with third-party data and rely on anonymous digital identifiers such as cookies and IP addresses.
Once the data is collected, it is organised and shared with digital advertising platforms.
The latter are left to manage the publication of the ads.
In turn, once the different campaigns are published, DMPs collect data and information related to the published ads in order to enable further performance optimisations.
Broadly speaking, we could summarise the activities of a Data Management Platform in 4 main steps:
- collection of data from various online, offline, and third-party sources;
- audience creation;
- public’s push toward purchase;
- optimization of activities based on the results collected.
