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What is a DMP and how does it work?

Posted: Wed Jan 15, 2025 5:28 am
by kumartk
A DMP , or data management platform, is a software that manages data from different channels, interpreting, collecting and organizing it, providing useful information to its user.

A DMP uses user IDs (identification) and cookie management to segment audiences and direct ads to the target audience defined by the platform user. This way, you can obtain more specific data to create more assertive audiences, optimizing campaigns and ads, creating more conversion possibilities.

How a DMP works
The tool collects data from three different sources: first-party data; 2nd-party data and 3rd-party data.

First-party data is obtained from our own channels, such as websites, social media, benin businesses director email marketing campaigns, landing pages, CRMs, and mobile apps and devices. It is information that the potential customer provides us spontaneously (work done, for example, in inbound marketing strategies) .

So-called third-party data is the same type of data as is obtained in third-party data, but is obtained from third-party channels. Third-party data also comes from third parties and is usually purchased, but it complements 1st and 2nd party information, being data such as age, gender, income, geographic location and interests.

In this way, DMP collects data, processes the information and uses it for programmatic media data. This is how segmentation is done, with the creation of audiences and the identification of which audience to impact, on which channels and in what way.

Why implement a DMP?
The biggest benefit of DMP is targeting the target audience. Turning all that grandes datos into information and using it in the best way to reach your audience is the big business of the platforms.

With this, you can target your campaigns, optimize the user experience, improve the return on investment of your campaigns, structure efficient campaigns and manage multiple online campaigns at the same time.

What are the main tools?
To keep you updated with the DMP market, we mention some of the most popular data management platforms.

Audience Studio is the Salesforce platform. DMP is very robust and capable of analyzing millions of data quickly. Adobe Audience Manager, from Adobe, is very fast and activates segments in real time.

Mediamath DMP also works with real-time data and has big data tools. Mediamath was voted Best DMP at the Digiday Awards 2019 in 2019. Tail is a feature-rich platform with several segmentations.

How about we talk about programmatic media strategies? Vero Contenidos, in partnership with Publicar , will help you achieve your business goals and achieve high conversion rates. Get in touch with a Vero Content Expert .