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A DMP is a kind of data warehouse that sorts and stores information that is subsequently used by marketers and advertisers.
Data Collection
Data Classification
Ad Network Integration
DMP Analytics
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.
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.
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 combina…
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).
Oracle Data BlueKai, part of the Oracle Marketing Cloud, 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 marketing data with more than 1 billion custo…
The Trade Desk is the eponymous flagship product from the company headquartered in Ventura California, a demand-side / data management hybrid platform (DSP / DMP).
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.
Simpli.fi is the epoymous flagship product from the company headquartered in Fort Worth, for programmatic media buying, display advertising, and streaming / OTT monetization. It is a data management and demand-side buying hybrid platform (DMP / DSP).
Adobe Audience Manager is a recognized data management platform (DMP) that is integrated into the Adobe Marketing Cloud.
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. Additio…
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 …
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, search, email an…
dataxu’s TouchPoint™ is a demand-side platform that aims to help agencies deliver greater value to their clients.
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 customer…
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 new prospects, and…
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 understan…
The iWay Integration Suite from Information Builders presents a data integration solution.
The Neustar Identity Data Management Platform, or Neustar IDMP (formerly PlatformOne) is a data management platform (DMP), based on the technology of the recognized DMP Aggregate Knowledge, acquired by Neustar in October of 2013. It features real-time website personalization with Neustar PageAdvisor…
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 DataM…
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 Shar…
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).
Xaxis Turbine is New York-headquartered Xaxis' data management platform.
