DMP(Data Management Platform) is used by digital advertising buyers and publishers to store and manage audience data, often from multiple sources.
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Before we start digging DMP, we should know about three components that requires implementing AdTech - targeted Ads based on personal interest and behaviors
Followings are common data driven marketing process - it shows why we need DMP(Data Management Platform) as a total solution for programmatic advertising.
The value of DMP is "Understanding Customer based on Data"
DMP(Data Management Platform) is making additional values based on input data like below:
You may want to know more about real-time bidding system composed of DSP, SSP, DMP, ATD and ITD. Please refer following associated information for more information: