A DMP (for Data Management Platform or “Data Management Platform” in French) is a central system for collecting data from various sources, which serves as a reference for analyzes, which are most commonly used in marketing.
A DMP is therefore a type of database management system (DBMS) that collects data and organizes it consistently to meet the needs of marketers. It is also used as the basis for analytical tools (customer rating, campaign rating, etc.) and for monitoring dashboards for decision making.
DMPs collect structured and unstructured data from internal and external sources, then integrate and store it.
Integrated data can be “firsthand” (it comes from applications and organizational locations). We also often talk about first party data. They can also be “used” or “used” (data from partners, distribution networks, etc.). Or “third party” or “third party” (data outside of the company and its partners, sold by specialists to complete the first two sources).
Why a DMP?
In the marketing industry, DMPs enable more effective use of customer data to better understand it. In fact, they are most commonly used to improve decision making for marketing campaigns and media buying.
They aggregate data before analyzing, organizing and segmenting it by customer type or “target audience” based on factors such as location, sales, browsing habits and purchases made.
In this video, expert Steve Kellogg explains DMPs and what they are for
Algorithms analyze audience segments to identify potential customers (i.e., having profiles close to the company’s existing customers) who are the right targets for marketing campaigns.
This data is then used to personalize campaigns to better engage potential customers.
At the end of the campaigns, DMPs allow for a more objective assessment of performance across different audience segments and across different media channels to refine future marketing and advertising investments.
A DMP manages a very large amount of data. It’s one of the cornerstones of big data for buying media, targeting campaigns, and optimizing advertising.
Difference Between DMP and DSP?
DMPs work with DSPs (Demand-Side Platforms), which are advertising optimization platforms. The two complement each other, but should not be confused.
DSPs are systems for auctioning advertising space (or real-time bidding, RTB). They connect media buyers and many advertising markets. They automate programmatic promotional offers and purchases in real time.
A DMP provides segmented audience data to a DSP, which is then used to send targeted advertisements to the audience.
The DMP analyzes the targeting results and tells the DSP which target group reacts well or badly. The DSP uses this information to refine its bid and advertisement targeting efforts.
Main actors of DMP
Historically we have seen among the major publishers of DMP: Adobe (Audience Manager), eXelate, Oracle (BlueKai) or even Salesforce.