From the course: Programmatic Advertising Foundations
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The data management platform - Adwords Tutorial
From the course: Programmatic Advertising Foundations
The data management platform
- [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…
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