What is a Data Management Platform ?
A Data Management Platform is a cloud-based software technology that collects, stores, sorts and categorizes user data. They should be considered as the central data hub for a marketer, storing a company’s customer, audience, and marketing data.
The data can be offline data which is uploaded to the Data Management Platform or could be from an online source which is imported in real time.
Once user data is stored within the Data Management Platform , the data can be used for analysis ie categorize by demographics or interests.
Data Management Platforms are integrated into DSPs (Demand Side Platform) which are used by media planners and media buyers to target users as part of a direct or programmatic campaign.
Popular Data Management Platforms include;
Adobe Audience Manager
Google Audience Center
Nielsen DMP (Exelate)
Oracle (Blue Kai)
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