Data Management Platform (DMP)

A Data Management Platform (DMP) is a centralized system that allows advertisers, agencies, and publishers to collect, organize, and activate large volumes of audience data from disparate sources. This data can include first-party data (e.g., CRM, website Analytics), second-party data (from partners), and third-party data (from data brokers). DMPs help create detailed Audience Segments for more precise ad targeting, personalization, and campaign analysis. They often integrate with Demand-Side Platforms (DSPs), Supply-Side Platforms (SSPs), and other ad tech for Programmatic Advertising.