WHAT IS DMP?

DMP (Data Management Platform) is a platform that allows collecting, storing, processing, and using your users’ and clients’ data to optimize marketing campaigns.

DMP is usually used to collect and manage large amounts of data, including information on user online behavior, demographic data, location, devices, etc. It can also integrate with other ad management and analytics systems for more precise targeting and campaign efficiency monitoring.

Data used by DMP

First-party data

This is the information collected during the interaction with the clients. It includes:

• Behavioral factors;
• Browsing history;
• Purchase history;
• Contact details;
• Social and demographic data;
• Interests.

This information is often collected via registration forms, cookie files embedded into links or pictures, CRM, and analytics tools.

Second-party data

Such data are collected similarly and contain the same types of information; however, a partner organization collects them. These data are used to research users outside your target audience but similar to them. Partner data purchased from other companies can help you expand your brand or company audience.

Third-party data

This information is more extensive than partner data. The latter may include third-party data; however, they contain details obtained from all external sources, whereas partner data are only accepted from agreed-upon partners. Third-party data can be bought at trading platforms or received from open sources.

How it works

The process looks like this:

1. The platform collects data from different sources;
2. The data are stored in a unified database under unique identifiers;
3. The information is then processed for trend detection, user interests, behavior identification, creation of user profiles, etc.;
4. The data are segmented – e.g., by age or interests;
5. DMP integrates with ad networks and provides them with data on the ad target audience.

It means that if a user shows interest in the “Company 2023” service or product by, for example, visiting their website, they will see the same product or service advertised on other websites or apps.

Main functions of DMP:

• Searching for your campaign audience;
• Showing ads to your target audience (precise targeting);
• Establishing connections with the audience;
• Database updates with new leads.

Advantages of DMP

DMP can benefit any business, as precise targeting is one of the marketing strongholds. This leads to other significant benefits:

• Advertising budget optimization;
• Exclusive use of efficient ad channels;
• Flexible ad campaign management;
• The attraction of new users.

Your ads become more efficient, increasing your revenues and brand awareness. By using DMP, your client database is always at your fingertips, you see your target audience portrait, and your database is constantly updated with new leads with a look-alike audience.

Conclusion

DMP helps companies get valuable information about their audience, create segments, and use them for more efficient ad campaign targeting.

The platform also allows companies to optimize advertising budgets, monitor campaign outcomes, and determine which audience segments work better. This leads to more efficient use of resources and better efficiency rates of their marketing campaigns.