Data management platform
DMPs allow businesses to identify audience segments, which can be used to target specific users and contexts in online advertising campaigns.
[1] Advantages of using DMPs include data organization, increased insight on audiences and markets, and more effective advertisement budgeting.
[2] On the other hand, DMPs often have to deal with privacy concerns due to the integration of third-party software with private data.
[4] However, this article discusses the use such technology platforms used for collecting and managing data for digital marketing purposes specifically.
A DMP is any kind of software that manages the gathering, storage, and organization of data so that useful information can be leveraged from it by marketers, publishers, and other businesses.
The data stored may include customer information, demographics, and mobile identifiers or cookie IDs, which the DMP will analyze to allow businesses to create targeting segments for advertisements.
These languages are known for being easily readable by a human and were important for allowing one to write a generic program that does not depend on the kind of computer used.
In the late 1990s and early 2000s, Salesforce and Amazon popularized the concept of internet-based services, which appealed to customers as it reduced in-house maintenance costs and increased flexibility in changing the needs of a business.
It is in this era that DMPs have experienced their rise to prominence as the astronomical amount of user data in the world can now be processed and presented to companies for marketing purposes.
From a technical standpoint, JavaScript trackers and APIs are used to inform the server when the user is performing an action that should be recorded and stored.
User profiles are segments of specific customer demographics that are intended to help visualize patterns and tendencies across an industry.
Going forward, this means that collecting third-party data will become harder for companies, and DMPs will have greater legal obligations.
