Marketing Calendar 2025
Data Management Platform (DMP)
If you’ve ever tried to wrangle customer data from a dozen different places, you’ll know how quickly it can turn into more chaos than clarity. That’s where a Data Management Platform, or DMP, steps in. At its simplest, a DMP is a tool that collects, stores, and organises data about your audiences so that you can better target them with advertising and content.
Characteristics of a Data Management Platform:
- Broad audience segmentation when personal identity isn’t needed
- Campaign targeting across multiple ad networks
- Combining data from different systems into one usable format
- Making use of third-party data partnerships
A DMP is most commonly used in digital advertising. It helps marketers build audience segments using data from various sources: first-party data (like cookies from your website), second-party data (from partnerships), and third-party data (from external providers). So if you’re running a series of display ad campaigns and want to make sure your holiday offers only target returning customers in London who’ve visited your pricing page, a DMP helps you define and reach that specific group.
Importantly, a DMP is not the same as a Customer Data Platform (CDP), though the terms often overlap. A CDP focuses more on long-term identity resolution and personalisation, tracking individuals across sessions and channels for a complete “customer view”. DMPs, by contrast, are mainly used for temporary campaign targeting. They work with anonymised data (like cookies or device IDs). They are often used in programmatic advertising, where real-time bidding relies on fast, data-driven decisions about which ad to show to whom.