What is a data management platform (DMP) and what is it for?
A DMP is a data management platform is a technology that collects data about your target audience from different sources all into one central platform. Having a unified source of data helps advertisers and agencies to gain insights into the specific attributes of your target audience for targeting. This allows you to create audience segmentation for more effectively targeted campaigns. The DMP also allows advertisers and agencies visibility into cross platform performance metrics so that campaign parameters can be adjusted in real-time.