DMPs are a big thing today. A DMP is basically a platform that turns Big Data defining your target audience into actions that you can plan, deliver and measure in real time.
This is Forrester Research definition of DMP:
“A unified technology platform that intakes disparate first-, second- and third-party data sets, provides normalization and segmentation on that data, and allows a user to push the resulting segmentation into live interactive channel environments.”
To cut a long story short, a DMP is a software that centralizes the management of online audience data.
DMPs are deployed mostly to optimize online advertising trading, especially for programmatic buying and Real Time Bidding (RTB), as they allow to:
In Programmatic Buying the DMP represents the point of contact between Advertisers, who ask for impressions to buy through Demand Side Platforms (DSP) and Publishers, who offer impressions for purchase/bidding via Supply Side Platforms (SSP).
Usually DSPs contact Data Management Platforms (DMP) to check the segments of the users who are visiting publishers’ sites to help determine where to buy impressions in-target with their campaigns.
DMPs combine all the data they have at disposal to profile users and identify in-target segments, then bids / orders will be computed accordingly.
Although today’s primary application of DMPs is advertising optimization, the value of owning a DMP goes way beyond that: the task of a DMP is to process data, group users into segments according to their similarity and make segments available for whatever purpose.
The more information you put into the DMP, the broader, deeper and meaningful the analysis can be. For instance, you can look for correlations between acquisition channels, loyalty and customer service costs, ultimately generating insights that drive your business strategy.
A DMP is an analysis engine that enables you to collect, combine and exploit a universe of data coming from different sources that you don’t leverage normally.
Brands look for audience segments to target based on their likelihood to buy, and they want to target them in the right place at the best price. They also want to know where conversion is more efficient and they prefer to keep this piece of information to themselves.
Every time brands let external DMPs collect and process info on their audience behaviour, they:
Publishers want to identify the segments brands wish to reach as they are on their properties. They want to maintain control over this key piece of information so as to sell impressions at the best price.
Every time publishers let external DMPs collect and process info on their audience behaviour, they:
Agencies have the mission to help clients plan their marketing spend efficiently, and reduce marketing waste. They must be able to optimize planning continuously and show measurable results to their clients.
Every time agencies let external DMPs collect and process info on the behaviour of the audience consuming the campaigns they manage, they:
If you’re looking into adopting a DMP:
Neodata has a ten-year experience in Data Mining applied to audience analysis, advertising optimization and readers’ engagement. We work with major Italian brands and have now established an international presence.
Our strength is our capability to tailor our solutions to your demand:
We like to help you think forward and make every cent you spend worth. To know more visit www.exaudidmp.com.
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