A platform for ingesting, organizing, and activating audience data from multiple sources. First-party, second-party, third-party. The DMP creates segments and pushes them to DSPs for targeting. It was the backbone of programmatic audience buying for a decade. Cookie deprecation has eroded a significant share of its value, particularly on the third-party data side. Most organizations are now moving that function into a CDP. The distinction matters less than what data you actually have.
Ad tech glossary
DMP (Data Management Platform)
Technical definition
A platform that collects, organizes, and activates first-, second-, and third-party audience data for digital marketing.
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