DMP (Data Management Platform)
A DMP is a platform that collects, organises and segments anonymous user data from different sources to build advertising audiences.
It gathers the advertiser’s own data -website, app, CRM-, partner data and third-party data, and groups it into segments by attribute: interests, behaviour, location, life stage. Those segments are then sent to the buying platform, the DSP, so the campaign only bids on impressions from that audience.
The aim is to reach each person with the message that best fits what they do. As third-party cookies disappear, the weight has shifted towards first-party data and high-quality sources such as real offline behaviour.
