DATA MANAGEMENT PLATFORM (DMP)
DMP (от английского Data Management Platform) или платформа управления данными — программное обеспечение, которое позволяет собирать, обрабатывать и хранить любые типы аудиторных данных (1st, 2nd, 3rd), а также обладает возможностью их активации (использования) через привычные медиа-каналы (DSP, Trading desk, адсерверы сайтов), CRM (обогащение), CMS (динамическая адаптация контента сайта), DCO (динамическая адаптация креативов), а также на сайтах прямого размещения за счет прямых интеграций с адсерверами. Платформа управления данными создается в целях рекламного маркетинга, как инструмент определения необходимой целевой аудитории.
A data management platform (DMP) is a technology platform used for collecting and managing data, mainly for digital marketing purposes. It allows to generate audience segments, which are used to target specific users in online advertising campaigns. The DMP may use Big Data and Artificial Intelligence algorithms to process big data sets about users from various sources. DMP is used for organizing and monetizing data in Real-Time Bidding system by licensing it to global selling platforms (DSPs).
A data management platform (DMP) is a technology platform used for collecting and managing data, mainly for digital marketing purposes. It allows to generate audience segments, which are used to target specific users in online advertising campaigns. The DMP may use Big Data and Artificial Intelligence algorithms to process big data sets about users from various sources. DMP is used for organizing and monetizing data in Real-Time Bidding system by licensing it to global selling platforms (DSPs).
Some people describe a data management platform as the “pipes” of ad tech — connecting many platforms in a neutral way so marketers can use their powerful audience data when and where they want.
Marketers and agencies use data management platforms to identify and classify audiences at a significantly deeper level and to gather an extra layer of data about their audience, regardless of the data source.
A DMP essentially collects all your data from any touch point you have with your customer. This can be a digital touch point – your website, mobile app, marketing campaigns, social media etc. as well as offline – store information, call center inquires. It also collects third party data. The DMP then creates audiences and uses data to push the audiences into buying /execution points.
Marketers and agencies use data management platforms to identify and classify audiences at a significantly deeper level and to gather an extra layer of data about their audience, regardless of the data source.
A DMP essentially collects all your data from any touch point you have with your customer. This can be a digital touch point – your website, mobile app, marketing campaigns, social media etc. as well as offline – store information, call center inquires. It also collects third party data. The DMP then creates audiences and uses data to push the audiences into buying /execution points.
