Data Management Platform (DMP)

A Data Management Platform (DMP) is software that collects, organizes, and activates third-party audience data for use in advertising campaigns. DMPs aggregate data from multiple sources (data providers, publishers, first-party CRM), segment audiences based on behavior and demographics, and push these segments to DSPs and other activation channels. However, DMPs have been declining due to third-party cookie deprecation, with many advertisers shifting to Customer Data Platforms (CDPs) that focus on first-party data.