DMP stands for Data Management Platform
DMP’s allow you to better collect, manage and model audience data across platforms. Think of it as a storage and activation of 1st party and 3rd party behaviors that your business has collected from interactions with customers/clients. DMP’s support data-driven companies in targeting and optimization. Data stored in DMP’s range from Cookie-based tracking, Device ID, Address, Emails and more. Popular DMP’s include:
- Salesforce DMP
- Cloudera
- Nielsen DMP
There are many more DMP’s and some ad platforms allow for a watered down version of a DMP through data collection and activation.
