What is a DMP?
A DMP is a centralized data management platform that allows you to create target audiences based on a combination of in-depth first-party and third-party audience data; accurately target campaigns to these audiences across third-party ad networks and exchanges; and measure with accuracy which campaigns performed the best across segments and channels to refine media buys and ad creative over time.
- Advertisers and agencies can slice and dice their own online and offline first-party data to create audience segments for display, search, video, and social campaigns; apply it to ad campaigns targeting audience across the purchase funnel; and get visibility into the ROI each campaign delivered for each segment.
- Marketers can pull in and analyze all audience data presenting a 360-degree view of how campaigns perform against specific target audiences.
Do You Need a DMP?
You Need a DMP if:
- You manage multiple online campaigns across different ad networks, exchanges, and publishers
- You want to ensure you have control over your data assets, maximize segmentation, prevent leakage and monitor partners' usage
- You currently run retargeting and would like to enhance your scalability, niche-targeting and messaging capabilities
- You want to better target campaigns to improve response rates, conversion, and brand recognition
- You buy media placements, third-party audience data or bid on ad exchanges on a regular basis
- You want to control advertising costs and improve overall ROI?
It's a big, bold vision, but aren't those the best kind?
