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Data management platform (DMP)

A data management platform is a technology platform used for collecting and managing data, mainly for digital marketing purposes.

A DMP allows a user to generate segmented audiences, which are used to target specific users in online advertising campaigns.

Companies use data management platforms for organizing and monetizing data in a real-time bidding system by licensing it to global selling platforms (DSPs).

You may use data management platforms in the following areas:

  • Data gathering from multiple sources
  • Data integration into Single customer view (SCV)
  • Data management
  • Data activation in advertisement environments

Read more about data management platforms on the Piwik PRO blog:

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  • 25 years of digital analytics with Brian Clifton: Being data-informed, not just data-driven

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