An ad exchange is a digital marketplace where buyers and sellers come together and enter into a real-time bidding process to buy and sell ad space. An ad exchange connects to supply side platforms (SSP) on the seller side and demand side platforms (DSP) on the buyer side, along with multiple ad networks. Learn more about ad exchanges here.

Customer data is at the center of delivering a personalized, seamless customer experience. As we transition to the cookie-less world, to realize a truly relevant customer experience brands must own more first party data with a privacy focused approach. Then unify the data to gain a deep understanding the customer and activate personalized engagements. Customer Data Platforms have emerged to meet these needs, and have become one of the fastest growing martech solutions.

First party customer data is the primary asset to truly understand your customers, but often times customer data may be locked in silos across the organization that prevent it from being fully utilized. With the right technology, brands can unify their customer data to gain a single customer view and deliver a relevant, seamless customer experience across channels. With the increase in demand for technology to unify customer data, Customer Data Platforms have emerged to meet this need and become one of the fastest growing MarTech solutions.

Looking for a Data Management Platform? We’ve rounded up a list of the most well known DMP vendors.