Data Management Platform (DMP)

Definition of Data Management Platform (DMP)

A software platform used to collect, organize, and analyze large sets of data for marketing purposes.

Explanation of Data Management Platform (DMP)

A Data Management Platform (DMP) is a software solution used to collect, organize, and manage data from various sources to create detailed customer profiles and drive targeted marketing campaigns. DMPs aggregate data from first-party (own), second-party (partner), and third-party (external) sources, providing a comprehensive view of customer behavior and preferences. This data is used to segment audiences, personalize marketing efforts, and optimize advertising strategies. DMPs play a crucial role in programmatic advertising, enabling real-time bidding and audience targeting. By leveraging a DMP, businesses can enhance their marketing effectiveness, improve customer engagement, and achieve better ROI on their campaigns.

This dictionary entry was written by

Per-Gulbrand Peter Braathen

With a foundation in doctoral-level research, Per-Gulbrand Peter Braathen is a seasoned expert in the areas of marketing, branding and communication. His proficiency extends to marketing management, branding and communication strategy. Braathen's experience is underscored by his rich background from various industries, including entertainment. A distinguished alumnus of the USC Marshall School of Business, Braathen boasts a Master of Science in Marketing, complemented by a Graduate Certificate in the Business of Entertainment from the USC School of Cinematic Arts as well as two undergraduate Bachelor degrees from the esteemed University of Southern California.