Data Management Platform (DMP)


data management platform definition

At its most simple, a data management platform (DMP) is “a piece of software that sucks up, sorts and houses information, and spits it out in a way that’s useful for marketers, publishers and other businesses.” [1]

iab (Interactive Advertising Bureau) explains: “Publishers and marketers are aggregating more data, from more sources, than ever before. And in order to realize the full value of that information, they require a technology-driven solution—a central hub—to seamlessly (and rapidly) collect, integrate, manage and activate those large volumes of data.” [2]

See also

Programmatic marketing
Demand-side platform


  1. ^ Digiday; WTF is a Data Management Platform?; Jan. 15, 2014.
  2. ^ iab; The Data Management Platform: Foundation for Right-Time Customer Engagement.

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