Data Management Platforms (DMP)
Oracle CX Marketing (formerly Oracle Marketing Cloud) is a solution designed to enable marketers to plan and execute automated marketing campaigns via email, display search, video advertising, and mobile while delivering a personalized customer experience for their prospects.
Adobe Audience Manager is a recognized data management platform (DMP) that is integrated into the Adobe Marketing Cloud.
Built by marketers for marketers, Mapp is a family of software and customer-centric services including a sophisticated data management platform; tools that optimise email, mobile, app, social and web marketing; and campaign management and strategy consulting. Mapp Digital was created…
Formerly Salesforce DMP, Audience Studio is designed to help users gain insights by unifying and capturing data to strengthen customer relationships across every touchpoint with a data management platform. The technology is based on the former Krux DMP acquired by Salesforce in…
Verizon Media (formerly Oath) is the media division of Verizon Communications and combines the former services and technologies of the companies it comprises including the former Brightroll, One by AOL, Right Media Exchange, ADTECH, as well as Yahoo! ad tech. The service supplies…
Designed to deploy predictive modelsOne tool for data processing, analysis and modeling! The user-friendly workflow interface helps you explore all your data & more. Supports all analytical tasks: Extracting and saving data from/to different database systems, files, and…
Neilsen Marketing Cloud includes a Data Management Platform (DMP), Media Planning and Optimization, Data as a Service (DaaS), Multitouch Attribution Analytics, Inflight Analytics, and integrations to different digital media channels as well as to content marketing, creative testing,…
IgnitionOne's Digital Marketing Suite (IgnitionOne DMS) offers a broad, cloud-based cross-channel marketing campaign management and automation platform for managing paid advertising across search and listings, display ads, social networks, mobile devices, and also email correspondences…
Leadspace is a software as a service (SaaS) company that finds leads in social media, contact databases and customer relationship management systems by comparing people's online presence to a vendor's unique ideal buyer profiles. Leadspace is used by inside sales teams for finding…
Cloud FastPath is a cloud based migration tool which enables both on-premises to cloud and cloud to cloud migrations, backups, and sync. Cloud FastPath is designed to get the user’s digital assets into their cloud file service with speed. According to the vendor, it works seamlessly…
The Amobee Marketing Platform (formerly Turn) combines Amobee Analytics with its components (the Amobee DMP [formerly Turn DMP] for managing and segmenting customer data, Amobee Brand Intelligence for understanding customer sentiment, its analytics tool Amobee DataMine Analytics…
What are Data Management Platforms?
A DMP is a kind of data warehouse that sorts and stores information that is subsequently used by marketers and advertisers.
Data Management Platforms are one component of what is often referred to as "Ad Tech" or digital advertising technology. In addition to DMPs, Ad Tech includes things like:
Ad networks and ad exchanges (for automated buying and selling of ad inventory)
Ad Servers that that can host and serve display advertisements
Retargeting tools for showing ads to users based on actions recently made on the web
Demand side (DSP) and sell side (SSP) platforms which make it easier for advertisers to buy, and for media outlets to sell, display advertising. This can be on ad exchanges, ad networks, and other available inventory sources.
Demand-side platforms are most often used by advertisers and agencies to enable programmatic buying of display, video, mobile and search ads. These ads are purchased in a real-time auction, through a process known as real-time bidding, which happens automatically in milliseconds.
In practice, DMPs and DSPs are often sold as a single product. Many DSPs, for example, also include a DMP.
Data Management Platforms Features & Capabilities
Ad Network Integration
How DMPs Are Used
The most typical use is to house structured information from a number of different systems and organize it. Data is either at the customer level (if it’s about your customers or prospects) or at the cookie level (if the person is unknown). Information about what customers have bought etc. is combined with demographic data to build segments or "audiences".
The basic idea is that this information about your various audiences is matched up with data provided by data vendors to help you find new prospects which look much like your existing customers. You are essentially buying a set of anonymous cookies that match up with your segments to buy ads against.
If you are considering purchasing a DMP, you should consider some of the following aspects of each tool:
Product Experience Features: Some DMP tools include support for product experience management, allowing businesses to see how users are interacting with their applications. For businesses that value these features, it is important to see which tools offer it.
Specific Use Cases: Many DMP tools offer support for specific use cases such as marketing. If your DMP tool will be used primarily by a certain department or for a certain use case, consider choosing a DMP tool that specializes in that arena.
Integrations: Some DMP tools include built in integrations with popular sales and marketing tools, while others require users to build their own integrations. Consider what your businesses capabilities with integration building are and what integrations you need when selecting a DMP tool.
DMP platform pricing models vary based on the inclusion of different features.
Pricing involves many factors like monthly uniques, impressions, traffic, may include augmented third-party data, services offerings, advanced algorithmic modeling, etc.
As a rule of thumb, a minimum expenditure of $5,000 per month is typical.
Frequently Asked Questions
Some of the highest rated DMP options are as follows