Data Management Platforms or the DMPs, as they are commonly called are the latest buzzwords in the field of advertising technology. They are being discussed at every technology event among advertisers and publishers with similar curiosity. So what are these DMPs and what all are they capable of? Read on.
A data management platform is a platform service based on the SaaS model which is licensed to organizations. A DMP centralizes the advertising data from various digital touch points that a client might have, combines that data into a common repository, and then creates buckets of data which show a similar behavior. The advertising campaigns can then be targeted to these specialized buckets which eventually result in much improved campaign performances.
An advertiser runs its campaigns on various mediums - both online and offline. From the online medium, campaigns could be running on different platforms,services and inventory types.Campaigns could be running on video, Search, Social, Mobile and Display inventories by different vendors and they could be targeted to multiple products from the same advertiser.
Campaign data from various online mediums can be combined to club users who show particular behaviors, and various permutations of the same can be achieved. For example, some of the interesting use cases for a car manufacturer are - People who visit their website, People who have liked their products on social media networks, people who show interest in the product category, people who are interested in competitors products, people who have shown their like or dislike across multiple mediums, and people who have demonstrated a strong interest in any particular product by committing an action like ordering a test ride for a car. So the possibilities are endless and depends on the campaign's objectives to decide on what kind of users they want to target.
How a DMP achieves this is by letting the advertiser place its tag, on the websites from where they want to collect data, and when a user visits those pages, a cookie is generated for the user. This cookie is unique and user's activity can now be tracked across the internet. This way if a user has shown interest in any particular product of an advertiser across a channel, say brand's website, this user can then be shown an ad when he visits Facebook or Youtube through the use of an ad server with targeting capabilities on these mediums.
These days DMPs have also come up with the abilities to tie an advertiser's online campaign data with offline campaign data as well as with sales CRM. Many vendors are working towards achieving this functionality ahead of others and some have found success as well. Major notable vendors in the field of DMPs are Lotame,Adobe and Turn. A DMP is also known as Audience Manager as the buckets of users created in the system are called Audiences.
A data management platform is a platform service based on the SaaS model which is licensed to organizations. A DMP centralizes the advertising data from various digital touch points that a client might have, combines that data into a common repository, and then creates buckets of data which show a similar behavior. The advertising campaigns can then be targeted to these specialized buckets which eventually result in much improved campaign performances.
An advertiser runs its campaigns on various mediums - both online and offline. From the online medium, campaigns could be running on different platforms,services and inventory types.Campaigns could be running on video, Search, Social, Mobile and Display inventories by different vendors and they could be targeted to multiple products from the same advertiser.
Campaign data from various online mediums can be combined to club users who show particular behaviors, and various permutations of the same can be achieved. For example, some of the interesting use cases for a car manufacturer are - People who visit their website, People who have liked their products on social media networks, people who show interest in the product category, people who are interested in competitors products, people who have shown their like or dislike across multiple mediums, and people who have demonstrated a strong interest in any particular product by committing an action like ordering a test ride for a car. So the possibilities are endless and depends on the campaign's objectives to decide on what kind of users they want to target.
How a DMP achieves this is by letting the advertiser place its tag, on the websites from where they want to collect data, and when a user visits those pages, a cookie is generated for the user. This cookie is unique and user's activity can now be tracked across the internet. This way if a user has shown interest in any particular product of an advertiser across a channel, say brand's website, this user can then be shown an ad when he visits Facebook or Youtube through the use of an ad server with targeting capabilities on these mediums.
These days DMPs have also come up with the abilities to tie an advertiser's online campaign data with offline campaign data as well as with sales CRM. Many vendors are working towards achieving this functionality ahead of others and some have found success as well. Major notable vendors in the field of DMPs are Lotame,Adobe and Turn. A DMP is also known as Audience Manager as the buckets of users created in the system are called Audiences.
