A DMP allows for the segmentation of audiences and the redistribution of data to other advertising platforms, to which it is connected. It aims at optimising client experience and advertising efficiency. Also note that DMPs generally exclude any media activation data that would make it possible to identify a specific individual (PII). Bluekai, Krux, or Neustar are different examples of DMPs.
DMP (Data Management Platform)
DMPs (Data Management Platforms) are platforms that centralise and aggregate all data related to a brand’s campaigns and customers. They can hold all kinds of data – online, offline, media, CRM, first-party, third-party…
