Data Management Platform (DMP) is a unifying platform to collect, organize and activate first-party, second-party, and third-party audience data from any source, including online, offline, mobile, and beyond. It is the backbone of data-driven marketing which allows businesses to gain unique insights into their customers by creating segments based on a variety of criteria.
A DMP collects and organizes data from a variety of data sources and makes it available to other platforms, such as DSPs, SSPs, and ad exchanges, to be used for targeted advertising, personalization, content customization, and beyond.