Data Management Platforms (DMP)
Best Data Management Platforms (DMP)
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Data Management Platforms (DMP)
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 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.
The Ad Tech Stack
Data Management Platforms (DMP) 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 reality, DMPs and DSPs are often sold as a single product. Many DSPs, for example, also include a DMP.
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.
Data Management Products
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 by the...
Oracle Data Management Platform (part of the Oracle Marketing Cloud, and formerly known as BlueKai) helps marketers target top revenue-generating audiences by unifying marketing data in one location. The platform is designed so that users can tap into the largest set of pre-integrated third-party...
Lotame is the flagship data management platform (DMP) from Lotame Solutions in Columbia, Maryland, billed as a cross-screen DMP that leverages "second-party" data (i.e. first-party data acquired via strategic partners).
Adobe Audience Manager is a recognized data management platform (DMP) that is integrated into the Adobe Marketing Cloud.
Simpli.fi is the eponymous flagship product from the company headquartered in Fort Worth, for programmatic media buying. It is a data management and demand-side buying hybrid platform (DMP / DSP).
PowerSchool Registration is a customizable platform for a school’s admissions, choice, enrollment, and registration needs, no matter the size or type of school or district. It is a simple yet robust online system for applications, school choice and lotteries, waitlists, student...
The Trade Desk is the eponymous flagship product from the company headquartered in Ventura California, a demand-side / data management hybrid platform (DSP / DMP).
Synthio is Data as a Service software that automates the cleansing, standardization, and synthesis of data to make it actionable for immediate use. From merging non-standard or free-form data into a single usable dataset, to deduplication, standardization, strategic augmentation, or simply...
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 with...
Analyza is a business intelligence solution that is provided by PIT Business. The vendor provides support services in Luxembourg, Belgium, France, and other parts of Europe. Analyza allows users to: Build several indicators and dashboardsBuild ad-hoc analysis without IT knowledgeNavigate through...
ClicData is a business intelligence solution that enables users to view, manipulate, analyze and distribute dashboards. The vendor’s value proposition is that their solution allows users to quickly turn business data into a competitive advantage to increase market share, revenue and profit....
dataxu’s TouchPoint™ is a demand-side platform that aims to help agencies deliver greater value to their clients.
GridBuddy a native Salesforce App Exchange app that is designed to make it easier to act on data within Salesforce.
The iWay Integration Suite from Information Builders presents a data integration solution.
Adform, from the company of the same name in Copenhagen, Denmark, is billed as a programmatic media platform; a multifarious offering featuring programmatic real-time buying, data management (a DMP / DSP hybrid for advertisers or a SSP for publishers), ad serving and retargeting, tag management,...
Neustar PlatformOne is a data management platform (DMP), based on the technology of the recognized DMP Aggregate Knowledge, acquired by Neustar in October, 2013.
Core Audience, formerly Red Aril but rebranded after its acquisiton by media company Hearst Corporation, is a data management platform (DMP).
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 [formerly Turn...
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 with Citrix...
erwin provides a data management platform for managing both structured and unstructured data types. It is an open-standards data hub designed to allow customers to manage their data wherever it might be stored (in-house relational databases, or public or private cloud). The platform handles big...
Universal Adapter Framework from Information Builders is a data integration solution.
Boston-based company Digilant offers their eponymous integrated DMP / DSP (data management platform, demand-side platform).
Data Management Articles
Transactional Reporting Meets Data Management: Interview with Marc Aubin, CEO and Co-Founder at AppBuddy
Marc Aubin, CEO and co-founder at AppBuddy, explained that while Salesforce’s complex data structures are well suited for storing data properly, they can be difficult for end-users to navigate effectively, which hinders adoption among salespeople. GridBuddy fills this gap in Salesforce by improving data visibility, context, and actionability. Aubin characterizes its single-screen interface, where related data can be sorted, filtered, and edited, as the marriage between transactional reporting and data management capabilities.