Data management platform

<p>A data management platform (DMP) is a software platform used for collecting and managing <a href="/facts/Data/AUBFN97o">data</a>. DMPs allow businesses to identify <a href="/facts/Audience_segmentation/EhlXxE1N">audience segments</a>, which can be used to target specific users and contexts in online <a href="/facts/Advertising/Hgz271hW">advertising</a> campaigns. They may use <a href="/facts/Big_data/XGtrVg4z">big data</a> and <a href="/facts/Artificial_intelligence/lJGauQwX">artificial intelligence</a> algorithms to process and analyze large data sets about users from various sources. Advantages of using DMPs include data organization, increased insight on audiences and markets, and more effective advertisement budgeting. On the other hand, DMPs often have to deal with <a href="/facts/Privacy/C269YalS">privacy</a> concerns due to the integration of third-party software with private data. This technology is continuously being developed by global entities such as <a href="/facts/Nielsen_Corporation/SatUcnFz">Nielsen</a> and <a href="/facts/Oracle_Corporation/0z14FygH">Oracle</a>.
</p><p>More generally, the term data platform can refer to any <a href="/facts/Software/RP79lVSW">software</a> platform used for collecting and managing <a href="/facts/Data/AUBFN97o">data</a>. It is an integrated solution which as of the 2010s can combine functionalities of for example a <a href="/facts/Data_lake/0CA7G5k0">data lake</a>, <a href="/facts/Data_warehouse/we5rblq9">data warehouse</a> or <a href="/facts/Data_hub/V9a08NTg">data hub</a> for <a href="/facts/Business_intelligence/ftThn7Wf">business intelligence</a> purposes. However, this article discusses the use such technology platforms used for collecting and managing data for digital marketing purposes specifically.
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Data management platform open-in-new

Data management platform