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Definition

At its most simple, a data-management platform (DMP) 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."[1] MASB member iab (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 article and white paper.[2]

See also


References

  1. ^ Digiday. WTF is a Data Management Platform? <http://digiday.com/platforms/what-is-a-dmp-data-management-platform/>
  2. ^ iab. The Data Management Platform: Foundation for Right-Time Customer Engagement. <http://www.iab.net/DataManagementPlatforms>

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