• 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
• 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
• 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:
Insights and audience
• 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
• 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
• 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.