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Advertising: Data Management Platform

Advertising: Data Management Platform

A data management platform (DMP) is a centralized platform that aggregates first-party (owned) data, second-party (borrowed) data, and third-party (aggregated) data across channels. The available information is commonly used to hyper-target individuals within their advertising programs. DMPs can collect demographic, psychographic and behavioral information from multiple digital channels (e.g. Web site, pay-per-click, email, social) with the use of cookie IDs, as well as offline data. Advertisers can then choose specific criteria and target ads against their key segments. Using targeted ads against hyper-targeted segments has been proven to have a higher level of engagement and conversion than generic, broadly served ads. Marketing automation platforms and other technologies are beginning to integrate with DMPs to deliver a unified multi-channel experience across the buyer’s journey. Show less...

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