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What Is A Data Management Platform?

What Is A Data Management Platform?

Many business brands are looking to make their work simple, just as automation. In such cases, the Data Management Platform is the software, which fulfills the user requirements.

Data Management Platform

Data Management Platform, the name itself, defines that it is a technology. Which helps to collect and manage the data, especially in digital marketing. It splits the audience data into segments of unique insights. However, it helps to target individual users through online advertising campaigns.

Mostly, we can use Artificial Intelligence and Bigdata to analyze the user’s data. On the other hand, marketers, and publishers organize and monetize data. Hence, it uses DMP by making real-time bidding. Moreover, it is also licensed to selling platforms like DSPs.

What is DSP?

The advertisers who use the software named the demand-side platform. It also involves purchasing search, video, and mobile ads. Especially from a market where the publishers list the advertising.

Firstly, the agencies and advertisers buy ads using DSPs. Therefore, when the ad exchange takes place. As a result, real-time bidding for online advertising occurs.

Meanwhile, digital marketers can manage ad bids and pricing. Mostly, for the data that they deliver to target the audience.


DMPs and DSPs are playing different roles in the same digital ad marketing. However, the collection, segmentation, and activation of data are done by using DMPs. Secondly, the DSPs are responsible for buying the media.


Collection and usage of data:

Meanwhile, the functionality of collecting data includes in it along with media buying. They also collect the data of the audience and performance of the ad campaigns. Where it uses valuable first-party data importantly, and they have limits in data collection.

In the same way to improve it. Connect the third-party data management platforms and data suppliers to DSPs. Perhaps, this helps in enhancing the audience reach and audience target.

Connecting with other platforms:

DSPs connect with multiple platforms. Indeed where media buying, ad exchanges, data suppliers, SSPs, and selling occurs. The DSPs are most beneficial for those who are willing to buy the media.

Use cases:

The automation and optimization of media purchasing are possible only through DSPs. Hence, the DSPs won’t involve in other activities other than optimizing, reporting, and buying media.


Collection and usage of data:

The critical role of DMPs is a collection of data. Most of the marketers and advertisers are making use of DMPs.

Connecting with other platforms:

As the DMPs benefits the companies on selling and buying media; hence, they can be termed as neutral platforms.

By connecting different DSPs to DMPs, advertisers can improve the performance of media campaigns. Enrich the audience segments by using DMPs and then increase the cost of the inventory.

Many platforms like media agencies, DSPs, networks, SSPs, publishers, and trade desks, etc. use DMPs.

Use Cases:

DMPs are mostly used in marketing and advertising activities. When the collection and also the activation of data, organization involved, then DMPs adds value to that.

The DMPs are used to enhance the media campaign.

What is a Hybrid DMP or DSP?

Most of the vendors are suggesting standalone DMPs and DSPs. Many are stepping to offer Hybrid DMPs and DSPs.

A hybrid DMP-DSP is where the DMP has the capability of media buying. Which has the skills of data management termed as DSPs?

The hybrid DMPs and DSPs are the best choice for brands, agencies, and advertisers. Especially, to have both functionalities on one platform than using two separate platforms.

The advertisers should care about finding the pros and cons of using hybrid DMPs and DSPs.

It is setting goals and understanding the features necessary before picking the hybrid DSP-DMP or standalone DSP-DMP. And then choose the one that adds value.

What does DSP stand for in advertising?

The DSP is handling the auction-based bidding. Also, purchasing of online media advertising as a service in advertising. It makes all these on behalf of another company.

As we already discussed that DSPs are neutral. As a result, they are enabling clients to access multiple ad networks at one time.

Most of the giant ad networks like Google and Yahoo launch DSPs on their own.

You provide all the information like the banner ads, required the target audience, and the budget in DSPs.

Then DSPs find the opportunities of advertising on multiple ad networks. Depending on your budget, it starts purchasing advertising spaces for you.

How do DMPS and DSPs work together?

What to do when your DSPs are not working effectively? DSP alone is not enough to launch a highly successful mobile ad campaign. It needs to integrate other software like DMPs to do the best.

If you are not yet integrating the Data Management Platform to your mobile ad campaigns, then you are behind the competition. Moreover, many brands are in the use of integrating DMPs with DSPs.

In the same way, the combination of DSPs and DMPs helps to gain significant missed opportunities. Mostly by reaching the targeted mobile audience.

Top 10 Data Management Platforms

Google Audience Center:

The collection of data from ads, social, email, CRM, and analytics is offered through the use of the Google Audience Center 360 data management platform. For example, by using this platform, the advertisers can reach the targeted audience with the launch of active ad campaigns.


It supports flexible query language, accessibility of transparent data, data optimization, integration of metadata, and also providing a wide range of performance.



It offers many advanced tools for analytics, sales orders, data management, process tracking, and reporting. Moreover, it is easy to use with an excellent interface.


By using Lotame, the segmentation of variable ad campaigns can be carried out. Importantly, brands can build a strong relationship with their customers. The data exchange in the industry takes place in a trusted way.


Each tab provides in this platform will let the clients find its goal indeed. Similarly, the audience insights can easily understandable by the brands through information boxes.


Consequently, Datalogix uses the data science that helps the business brands to engage their buyers over media by collecting the buyer insights, measurement, and target. This the platform where it is connecting marketing to sales.

Adobe Audience Manager:


IT helps the brands to focus on marketing efforts that build a secure customer connection. The clients can also merely integrate it into digital platforms, and also, they can optimize the data depending on customer behavior.

Mapp Digital:


This platform can be used to manage the campaign, strategy consulting, and email deliverability.


Here the marketers can make use of data in improving the performance of advertising. The brands can connect with the audience over all channels along with a TV. After that, it helps to capture the attention of the audience from most engaging channels.

Oracle Data Cloud:

By coping with Oracle Data Cloud, the advertisers can connect with real customers. It also helps in personalizing each interaction and in measuring the effectiveness of advertising finally.


To overcome the competition in the digital marketing world, the advertisers and marketers should make use of the software Data Management Platform along with the Demand Side Platform.

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