Data Management Platforms (DMP)

Data Management Platforms (DMP) Overview

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.

Top Rated Data Management Products

TrustRadius Top Rated for 2022

These products won a Top Rated award for having excellent customer satisfaction ratings. The list is based purely on reviews; there is no paid placement, and analyst opinions do not influence the rankings. Read more about the Top Rated criteria.

Data Management Platforms (DMP) TrustMap

TrustMaps are two-dimensional charts that compare products based on trScore and research frequency by prospective buyers. Products must have 10 or more ratings to appear on this TrustMap.

Data Management Products

(1-25 of 54) Sorted by Most Reviews

The list of products below is based purely on reviews (sorted from most to least). There is no paid placement and analyst opinions do not influence their rankings. Here is our Promise to Buyers to ensure information on our site is reliable, useful, and worthy of your trust.

Oracle CX Marketing

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.

Key Features

  • Email deliverability reporting (237)
    86%
    8.6
  • List management (127)
    85%
    8.5
  • Landing pages (125)
    84%
    8.4
Salesforce Audience Studio

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…

Key Features

  • Tag Management (23)
    83%
    8.3
  • Collection of first-party data (23)
    82%
    8.2
  • Audience taxonomy (23)
    80%
    8.0
Adobe Audience Manager

Adobe Audience Manager is a recognized data management platform (DMP) that is integrated into the Adobe Marketing Cloud.

Key Features

  • Collection of first-party data (16)
    84%
    8.4
  • Collection of third-party data (16)
    83%
    8.3
  • Audience taxonomy (16)
    77%
    7.7
Mapp Digital

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…

Key Features

  • Email deliverability reporting (6)
    88%
    8.8
  • WYSIWYG email editor (5)
    78%
    7.8
  • Mobile optimization (5)
    73%
    7.3
MediaMath

MediaMath is a demand-side platform that offers off-the-shelf and custom capabilities for brands to reach and influence customers and prospects on any screen. Powered by the company's Brain algorithm which predicts performance and optimal price for bids.

Leadspace

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…

Verizon Media Ad Platform

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…

Key Features

  • Ad campaign creation (9)
    83%
    8.3
  • Ad display and retargeting segmentation (9)
    77%
    7.7
  • Display advertising (9)
    77%
    7.7
Clear Analytics

Clear Analytics is a business intelligence solution that enables non technical end users to perform analytics by leveraging existing knowledge of Excel coupled with a built in query builder. Some key features include: Dynamic Data Refresh, Data Share and In-Excel Collaboration.

Key Features

  • Customizable dashboards (8)
    91%
    9.1
  • Pixel Perfect reports (8)
    90%
    9.0
  • Report Formatting Templates (8)
    88%
    8.8
Lotame

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).

Key Features

  • Data Analysis Dashboard (8)
    80%
    8.0
  • Audience taxonomy (8)
    70%
    7.0
  • Collection of first-party data (8)
    60%
    6.0
Nielsen Marketing Cloud

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,…

Key Features

  • Data Analysis Dashboard (6)
    95%
    9.5
  • Collection of first-party data (6)
    87%
    8.7
  • Audience taxonomy (6)
    85%
    8.5
D&B Connect

D&B Connect is an AI-driven Data Management Platform based on the D&B Cloud that provides businesses with customer data and market insights. With D&B connect, users can collaborate on data management tasks, visualize, monitor, and benchmark data, as well as assess overall…

Key Features

  • Data Analysis Dashboard (6)
    78%
    7.8
  • Collection of first-party data (6)
    74%
    7.4
  • Tag Management (6)
    72%
    7.2
Adform FLOW

Adform, headquartered in Copenhagen, offers an independent and integrated advertising platform built for modern marketing. Its enterprise technology – Adform FLOW – harnesses user experience and a scalable, modular and open architecture, to enable management of the whole campaign…

Key Features

  • Data Transfer (5)
    88%
    8.8
  • DSP integration (5)
    82%
    8.2
  • Ad campaign creation (5)
    80%
    8.0
Reachforce SmartSuite (Now Leadspace)

ReachForce in Austin, Texas offers a suite of data quality products for cleaning and preparing marketing data obtained from lead forms or commonly used marketing platforms, with the goal of maximizing the reliability and sufficiency of aggregated lead data.

Pimcore

Pimcore is an enterprise PIM without software cost, centralizing all your product data and delivery across all channels. Pimcore aims to make it fast and easy to manage product information. The vendor says it can integrate, consolidate, and manage any type and any amount of digital…

Piano DMP

Piano DMP presents customer data as immediately available for segmentation and targeting. It combines first-, second-, and third-party data with volunteered zero-party data, allowing administrators to develop user profiles and audience segments and put the data to work across sites…

LiveRamp

LiveRamp, from the company of the same name in San Francisco, is a data connectivity platform supporting the safe and effective use of data. Powered by core identity resolution capabilities and network, LiveRamp enables companies and their partners to connect, control, and activate…

AdvancedMiner

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…

Accredify

Accredify provides verifiable data by enabling organizations with an end-to-end solution to create, issue and verify a digital twin of their physical documents that are tamper-proof and traceable back to the source.

Synthio

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,…

Digilant

Boston-based company Digilant offers their eponymous integrated DMP / DSP (data management platform, demand-side platform).

Madison Logic Platform

The Madison Logic Platform is an account-based marketing product that includes an ABM-centric data management platform (DMP) that allows users to target ads and other content on an account basis. Activate ABM integrates with the user's CRM and Marketing Automation platforms, and…

IgnitionOne Digital Marketing Suite

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…

lakeFS

Treeverse offers open source tech management for engineers, data scientists and analysts who are transforming the world with data.

Rivery.io

Rivery is a data integration platform that aggregates and transforms all a company's internal and external data sources in a single cloud-based solution. It can automate every ELT process for cloud data warehouses, including Redshift, BigQuery, Azure, or Snowflake. As a flexible…

Amobee Marketing Platform

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…

Learn More About 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 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

  • Data Collection
  • Data Classification
  • Ad Network Integration
  • DMP Analytics

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.

DMP Comparison

If you are considering purchasing a DMP, you should consider some of the following aspects of each tool:

  1. 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.
  2. 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.
  3. 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.

Pricing Information

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 Platforms Best Of Awards

The following Data Management Platforms offer award-winning customer relationships, feature sets, and value for price. Learn more about our Summer Best Of Awards methodology here.

Best Of Summer 2022 Awards Winners for the Data Management category. For Best Relationship, first place is Salesforce Audience Studio. For Best Feature Set, first place is Salesforce Audience Studio.

Related Categories

Frequently Asked Questions

What businesses benefit most from data management platforms?

Data management platforms are used by businesses of all sizes, and are most useful for businesses that want to provide sales and marketing teams with a greater level of access to business data.

What are the best data management platforms?

Some of the highest rated DMP options are as follows

  1. Oracle CX Marketing (formerly Oracle Marketing Cloud)
  2. Pendo.io
  3. Mapp Digital


Are there free or open source DMP tools?

There are some DMP tools with limited free versions, or time based trials. There are also a few forever free DMP tools, though they tend to have limited feature sets. The vast majority of feature complete DMP tools are proprietary tools.