The data management platform (DMP) is the brain of programmatic advertising and real-time bidding, as it is gathered and segments anonymous user browsing data for advertiser campaigns. In this video, learn the purpose of the data management platform and how it enables better targeting of audiences for advertisers.
- [Narrator] The Data Management Platform. … The data management platform or DMP is the crucial player … as it is the brains of the programmatic system. … Some of the data management platform names … may be familiar to you, Salesforce, SAS, Nielsen, … Adobe's Audience Manager, … and Google Audience Center 360. … Imagine a database that constantly updates … based on what people are browsing. … Every device, as it visits a website records … when a website was requested, … how many pages were viewed and the location of the device. … Data management platforms are constantly receiving streams … of anonymous browsing data. … This happens through ad servers, advertising relationships, … business websites, advertising systems, … and many other sources. … Not only is the data gathered into a central database, … but then it is processed into segments. … The data isn't helpful to anyone … simply being in the database, … so the DMP organizes the information into understandable … and valuable segments for advertisers. …
- Data and behavioral targeting
- Managing programmatic and third-party data
- Reaching the right audience
- Targeting audiences
- Dealing with ad fraud