all you need to know about data management platform


DMP is a data driven marketing which serves as a unifying platform to collect, organize and activate all type of audience data from any source which may be from online, offline, mobile and beyond.

• More users have been created and collected on a daily basis since

digital media grows in a more complex way.

• Marketers, publishers and agencies require a better way to buy,

sell and manage the audience data beyond the standard suit of

analytics tools.

• A big question here is, how to capture all these valuable audience

data, shape it into insights and then activate that to drive outcomes?

• DMP is a data driven marketing which serves as a unifying

platform to collect, organize and activate all type of audience data

from any source which may be from online, offline, mobile and


• Big data is being an instrument to effective data driven marketing

campaigns. You cannot do much with the raw information.

• We need to sort and convert that into an usable form, this will helps

to understand what you’re looking at. This is the power of DMP.

What does a DMP do?

• The main work of DMP is to collect and organize the data from a

variety of sources and makes it available to other platforms such as

SSPs, DSPs and ad exchanges to be used for targeted advertising,

content optimization, and personalization and beyond.

• DMP refers as the pipes of ad tech by some people since it

connects many platforms in a neutral way so that the marketers can

use their powerful audience data when and where they want.



How does a DMP work?

• DMP can collect unstructured audience data from any source which may

includes the mobile web, desktop, CRM, web analytic tools, online video, mobile

app, offline and from TV.

• The good DMP is the one which should collect the audience data on more

than a surface level which should go far beyond things like URL and keyword


First Party Data:

• This is the data where you collect directly from your own customers. It can be

collected based on some behaviours such as downloads, clicks, video uploads,

video compilations, showing the interests on sports, museums, travel or other

demographic information.

• It also includes the socio economic data, demographic data, and influencer

and action data

What happens once the data got collected?

• Once the first party data is collected, it will be organised into a series of

segments which is referred as hierarchy that can be changed based on each end

user’s business models.

• A large publisher network may have their hierarchy which has been divided

up into different buckets based on each of the individual websites they own.

• An agency may have separate accounts for each of their advertiser clients.

Marketers can manage different brand’s data separately by having an overall

holistic view of the data at the top level.


• These data helps to understand your audience in a better way. By creating

effective RFP responses, will enrich your audience to learn more about them and

extend your audience to next level.

• By keeping all your audience data collectively will helps for quick

understanding of who your best customers are, what content they interact with

and how best to reach them effectively.

There are four basic steps to getting started with DMP, let’s review that:



Segmenting and

audience building:

Insights and audience

profile reports:


• A Data Management Platform will organize your first party audience data

into taxonomies and categories which can be specified by those using the


• You have to define how the data been organised which means you need to

understand and define what you need out of your data before deploying a


Segmenting and audience building:

• Once the data have been organised in the platform into segments, you can

use the information to build the audiences for specific marketing campaigns.

• For instance, a retailer may want to target one particular ad to females in the

range 18-34 while another may focus on men who frequently buy shoes online.

• Publishers, marketers and advertisers rely on the audience segmenting to

power their data driven campaigns and reach the right consumers at the right


Insights and audience profile reports:

• After the data been organized and classified, you can take the chunks and

analyse it to discern the customer patterns, trends and intent.

• The profile reports of the audience give an in-depth view of the

characteristics and interests of each audience.

• This information will be used to inform your future creative and


Activation of data:

• The last step is to activate the data by putting that into work.

• This activation step relies on the DMP having the integration and open

APIs with other platforms.

• The audiences you build in the DMP seamlessly transported to SSPs, DSPs

and beyond.

• The most common DMP use case is running a targeted campaign to a

specific audience via DSP or you can connect the DMP to your CMS (Content

Management System) to adjust the content of your website for certain

audience groups.

• The use cases and possibilities for data activation with a DMP are limitless.

How to build an audience in DMP?

• After you collect and organise the data, you can start to build the audiences.

• For any particular targeted campaign, a marketer can predefine a target

audience for that campaign.

• Instead of choosing to spend the advertising dollars on a particular financial

website to reach the audience who are interested in finance, you can build a

financial audience based on the actual behaviours across the wider internet.

• Audiences can be building inside the DMP by using the combination of firstsecond

and third party data sources, which further combines using Boolean

logic that breaks down all the values into either true or false.

What data points can be used to build an audience?

• You might have already known the audience demographics and targets

that will be very good to build the audiences.

• Some data points you can use to build your audience that will be listed

here as follows:

• Age, location, gender, interests, household income, browsing history, and

social networks etc

• If you don’t have the sufficient first party data to build the audiences you

need, the DMP need to provide the access to 2 nd and 3 rd party data to help

scale your campaigns in order to reach the audience goals.

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