A DMP or data management platform is a user data management tool , whose objective is to generate segments to correctly identify advertising audiences .The operation of DMPs is based on three steps:Data collection . Data processing . All the information collected is arranged to result Nigerian Email Database in consistent audience segments.Transmission of data to ad servers .

The audience segments created by the DMP are used to make programmatic buying decisions in a matter of tenths of a second.Advantages of DMPs and example of useDMPs can bring multiple benefits to advertisers, such as: The ability to process large amounts of data quickly.A better understanding of your target audience, through behavioral insights obtained from multiple sources.Improvements in the effectiveness of advertising. By targeting exactly the right audience, your ads get more conversions.

For example, let’s imagine that we are an appliance brand. Using a DMP, we can set up an audience segment consisting of people who have just bought houses and who have searched for appliances in the last few weeks. If our brand is high-end, we can refine even more and target only users with a certain level of purchasing .

The GDPR has placed strict limitations on the data that can be used in advertising and how it must be obtained, limiting the sources of data collection that fuel the operation of the DMPs. On the other hand, Google has already announced its intention to prohibit cookies in its browser , Google Chrome, from 2022. This further limits the possibilities of obtaining information about users and can make DMPs permanently obsolete.Faced with this situation, one of the great technological alternatives to DMP is CDP (Customer Data Platforms) . The big difference is that CDPs are based on the company’s own data (first party), which allows to continue obtaining information from users while respecting all privacy regulations.

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