What is Data Management Platform (DMP)?

Data Management Platform (DMP)

A Data Management Platform is a software tool that collects, stores, and organizes the data collected from various sources such as websites, mobile apps, and offline data and beyond. A key role of a data management platform is to collect structured and unstructured data from a range of internal and external sources, and to then integrate and store that data for audience targeting. Below are the few type of DMP data.,

• Website data
• Mobile data
• Offline/CRM data
• Social Data
• Point-of-sale data
• Social networks
• Online video
• TV data

Data Management Platform

Types of DMP’s

There are three main types of data in general and they are categorized as below.,

First-party party data

First-party data is the information you collect directly from a user or customer and is considered to be the most valuable form of data as the advertiser or publisher has a direct relationship with the user (e.g. the user has already engaged and interacted with the advertiser). 

• Data collected from your Website and mobile apps
• Subscription data
• Social data
• CRM data

Second-party data

Second-party data is essentially someone else’s first-party data. You purchase second-party data directly from the company that owns it. Second-party data is similar to first-party data, but it comes from a source other than your own audience. The seller collects data straight from their audience where it all comes from one source. So, you can feel confident in its accuracy.

• Activity on websites
• Mobile app usage
• Social media

Third-party data is collected from a range of different sources and sold on to advertisers. A publisher may add a DMP’s pixel to their website, allowing the DMP to collect data about the visitors. These data are organized into categories based on aspects such as industry, audience behaviors and interests and demographic characteristics such as age and gender.