Once they’ve gathered the data, DMPs organize it to build a profile of each individual customer (the data in DMPs is usually anonymized). Marketers define rules for when that person visits a website or calls in to a call center. Marketers also link “look-alike” profiles that share attributes — such as all men in Florida over 50 who use an iPad — into an audience so that all members receive the same marketing messages.
DMPs then share information on audiences with digital ad platforms and in-house marketing channels so those platforms know who to serve which ads or content. DMPs in turn collect information on ad performance to analyze and improve future ad purchases.
How do Data Management Platform help in marketing?
What don’t DMPs do for You?
DMPs can’t operate ad campaigns on their own, either. They connect with demand-side, supply-side or media platforms, which serve the ads. In fact, DMPs are often embedded in solutions like marketing cloud platforms, adtech platforms or media ecosystems as one component of these larger platforms.