Market Research on Data Management Platforms Market 2016 and Analysis Data Management Platforms Market Forecast and Segm | Page 3

Report
Description
Report Description
Data Management Platform is a data warehouse that collects large amount of data, sorts
it according to various verticals and stores it and finally releases information in a way
which is useful for marketers, publishers and other businesses. They harbor and manage
any form of information. For a marketer, DMP’s usually manage cookie IDs which are
used to generate various audience segments, which are in turn used to target online ads
to specific set of users.
Due to the rise of ad technology, advertisers now buy media across a vast array of sites
and through various middlemen. The advantage of a Data Management Platform is that it
can link all the advertiser’s activity with audience data and resulting campaign into one
consolidated location and use that data to optimize future media buys and ad creative.
Hence Data Management Platform is the most beneficial to marketers, agencies and
publishers. But one of the drawback of a DMP is without being linked to another
technology, it single-handedly cannot do much. Therefore usually the information of a
DMP is fed into a Demand Side Platform (DSP) which helps to inform ad buying decisions.
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The work of a DMP can be divided into a three step process:
• Import data: Collects data through various sources and organizes it at customer level
• Find segments/cluster: Consumers whom to target the messages. The segments can
be manually made by the user or the DMP can make it automatically make it for you.