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Data Management Platform
At its most simple, a
) is "a piece of software that sucks up, sorts and houses information, and spits it out in a way that’s useful for marketers, publishers and other businesses."
Interactive Advertising Bureau
) explains: "Publishers and marketers are aggregating more data, from more sources, than ever before. And in order to realize the full value of that information, they require a technology-driven solution—a central hub—to seamlessly (and rapidly) collect, integrate, manage and activate those large volumes of data." For more information, see the iab
WTF is a Data Management Platform?
The Data Management Platform: Foundation for Right-Time Customer Engagement.
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