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 the user to generate segmented audiences, which are used to target specific users in online advertising campaigns.
A DMP is used for organizing and monetizing data in a Real-Time Bidding system by licensing it to global selling platforms (DSPs).
DMPs are used in the following areas:
- Data gathering from multiple sources
- Data integration into Single Customer View (SCV)
- Data management
- Data activation in advertisement environments