What is a Data Management Platform?
In a nutshell, a DMP is the backbone of any data-driven marketing operation today. It serves as a centralized platform that collects, organizes and activates first, second, and third party data from a wide range of sources. The modern DMP helps organize the massive amounts of raw data that is amassed in today’s complex cyberspace.
Just like head-pipes are crucial to propelling motorcycles, DMPs propel web analytics tools, social networks, and other third party services. Furthermore, it also makes it possible to export data to platforms such as Demand-Side Platforms (DSPs), Supply-Side Platforms (SSPs), and Ad Exchanges.
Once the data is collected, it can be organized into a series of segments (i.e. – hierarchy) as per your pre-defined business model. A large publisher network can create buckets based on the websites they own, while agencies can have separate accounts for their advertiser clients. Marketers could manage different brands’ data separately.
Top 10 Data Management Platforms
1 – Oracle BlueKai
The Oracle BlueKai DMP empowers marketers with tools to understand the entire customer journey, target more precisely, create and deliver more targetable media campaigns, and generate higher ROI’s. This solution specializes in understanding audience composition by device to understand engagement effectiveness.
2 – Adobe Audience Manager
Also known as Adobe Audience Manager, this Data Management Platform that helps you build unique audience profiles so you can identify your most valuable segments and use them across any digital channel. With Audience Manager for publishers, online publishers can sell advertisers their unique and targeted audiences.
3 – Lotame
Lotame’s independent Data Management Platform (DMP) was built to deliver measurable value for marketers, agencies and publishers. Their DMP enables you to collect first-party data from sources such as websites, apps, social, email, CRM, search, campaign data, and more for one holistic view of your consumers.
4 – Simpli.fi
Simpli.fi helps online advertisers and publishers to drive campaign performance with deeper audience insights. Audiences are custom built using individual data elements, ensuring that you are targeting the precise audience that is providing the maximum performance for your campaign. This helps campaigns learn and improve with time.
5 – Salesforce DMP
The Salesforce DMP helps you capture, unify, and activate your data to strengthen consumer relationships across every touchpoint with a powerful data management platform. As a result, you can combine all of your data from any source
learn how to build better customer experiences across all channels.
6 – Synthio
Power the right connections through the right channels at the right time with the Synthio Data Management Platform. From merging non-standard or free-form data into a single usable dataset, to deduplication, standardization, strategic augmentation, or simply understanding more about data through a data health analysis, the vendor does it all.
7 – ClicData
The ClicData DMP is a business intelligence solution that enables users to view, manipulate, analyze and distribute dashboards. The vendor’s value proposition is that their solution allows users to quickly turn business data into a competitive advantage to increase market share, revenue and profit.
8 – MediaMath (TerminalOne OS)
MediaMath’s TerminalOne DMP empowers marketers to control their data seamlessly, giving them the tools to onboard, segment, and understand their data in real time. It possesses the capability to operate in omni-channel environments. Onboard and match audience data sets from data sources and target interactions in and across devices.
9 – Mapp
The Mapp Data Management Platform brings all your data together so you can target your audience more accurately and effectively, potentially helping you to turn prospects into customers. A unique feature is the look-alike model identifies new users who share the same characteristics as your most loyal and profitable customers.
10 – The Trade Desk
The Trade Desk’s fully integrated DMP helps you make informed, real-time decisions, and maximize the power of cross-device insights. This solution enables audience segmentation, lookalike modeling and third party data partnerships. This Data Management Platform is also capable of offline to online audience mapping.
All Ratings Are Based on Approved User Reviews on TrustRadius (***** – Maximum Score, * – Minimum Score)
Customer Data Platforms (CDPs) vs Data Management Platforms (DMPs)
A CDP is a marketer-based management system that creates a unified customer database which is accessible to other systems. Data is pulled from multiple sources to create a single customer profile. This structured data is then made available to other marketing systems. They provide real-time segmentation for personalized marketing.
The biggest difference is that the CDPs are limited to first party data. In other words, they can collect data only from unique users only. On the other hand, DMPs are third party oriented. Their operation is based on based on millions of cookies from across the web and matched with non-PII attributes (demographics, online behaviour, etc).
Final Thoughts
In most cases today, the modern publisher will have a DMP in place along with a CDP. This will give him the flexibility to handle both unique user data, while also mining and processing cookies to create meaningful insights into the latest market trends. By using both platforms in tandem, you can plan your business strategy for optimal success.
