Glossary | D | Data Management Platforms (DMPs)
What are DMPs?
A data management platform (DMP) is a platform to collect, organize and activate 1st, 2nd, and 3rd party audience data from any source, including online and offline. A DMP collects and organizes data from a variety of data sources and makes it available to other platforms such as DSPs and SSPs to be used for targeted advertising and content personalization. DMPs allow marketer to identify audience segments, which can be used to target specific users and contexts in online advertising campaigns. DMPs may use big data and artificial intelligence algorithms to process and analyze large data sets about users from various sources.