DMP

What Is a DMP?

A DMP, or data management platform, is a software tool used primarily in advertising and marketing to build profiles of anonymous individuals, store just summary data about each individual, and share their data with advertising systems. DMPs are generally cookie-based and use anonymous IDs for the profiles. Even as capabilities for DMPs increase, they are not able to create a single, detailed view of prospects and customers across systems, as Customer Data Platforms (CDPs) do.

Why Are DMPs Used in Advertising and Marketing?

DMPs are used to purchase ads through ad networks. A DMP ingests anonymous identifiers for your customers, matches these against third party lists, builds a look-alike model with summary data, and selects similar anonymous individuals from third-party lists, and sends those lists to advertising systems. Two notable differences between a DMP and a Customer Data Platform (CDP) are that DMPs don’t store personally identifiable information (PII), and DMPs repackage their anonymized data and sell it to many different companies, so it’s difficult to gain a competitive advantage with a DMP. In contrast, CDPs unify data from different sources to build complete profiles of each customer, so they not only use PII, they construct the unified profiles unique to each named individual.

Related Solutions and Resources

Bridging MarTech & AdTech

Bridging MarTech & AdTech

Learn best practices for digital marketers…

Learn More

Bridging MarTech & AdTech: DMP, DSP and CDP Best Practices in Targeted Personalization

Bridging MarTech & AdTech: DMP, DSP and CDP Best Practices in Targeted Personalization

If you’re a digital marketer, you’ve got three tough jobs: Finding the right target audience, making the first…

Learn More

Data Management Platform (DMP) vs. Customer Data Platform

[Infographic] What’s the Difference? Data Management Platform (DMP) vs. Customer Data Platform (CDP)

A DMP enables marketers to serve targeted ads programmatically using anonymous customer data. A CDP…

Learn More

5 Types of Ad Tech Marketers Need to Know

5 Types of Ad Tech Marketers Need to Know

Are you trying to figure out ad tech? For marketers who aren’t steeped in the field, it can be a challenging…

Learn More

CDP VS DMP

CDP vs. DMP: What’s the difference?

A CDP makes integration of 1st party data easier for DMPs to improve ad targeting, and a DMP enriches…

Learn More