A DMP is a ‘Data Management Platform’. Simply put, a DMP allows marketers to capture audience data and centralise it into one place. This can include a wide variety of details on your customers such as: profile data – who they are, geographic data – where they are, behavioural data – what they do.
The DMP integrates all of this data from your 1st party and 3rd party sources into a single platform to give you a clear picture about who you are marketing to. Since the DMP updates in real time, it offers you the ability to optimise media buying and programmatic advertising on the go. This is essential to optimise digital campaigns which in turn leads to a better ROI.
Given the growing number of digital channels now available, accessing a cutting edge DMP is invaluable for digital marketers.