6 February 2024
Last modified: 14 March, 2022
Data management platforms (DMPs) are used by advertisers, ad agencies, and publishers to collect, store, organise, and apply a variety of audience data. This ‘warehouse’ of audience intelligence informs decisions made by those responsible for creating or delivering ad campaigns and also informs the automated decision-making processes that are central to programmatic advertising.
The platform can be used to segment audiences and improve targeting, to maximise a campaign’s performance, and to measure that performance. DMPs focus mainly on third-party data but can also incorporate first-party data and second-party data.