What is a Data Management Platform or DMP

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TABLE OF CONTENTS
What is a Data Management Platform or DMP
How CRM Systems Work: Customer Relationship Management
What is a Customer Data Platform?
How can these tools be combined?

Do you ever wonder why, as soon as you malaysia telegram number database search for a certain product on one platform, you see advertisements for similar products elsewhere? This phenomenon is partly due to Data Management Platforms, which collect and classify data from different sources.

Typically this information is obtained from third-party web analytics, such as cookies and IP addresses, which track visits to your pages or the contents of your shopping cart. Data from a DMP can then be fed into a Demand Side Platform (DSP), to allow the company to show customers ads based on their online behavior.

In recent years, legislation regarding user privacy has become more stringent (see GDPR), so it is necessary that this information is completely anonymous and short-lived.

Data Management Platforms are great for targeted advertising campaigns, but they don’t have the breadth and depth of standalone analytics tools, and online ads are notoriously easy to ignore. DMPs also can’t create a complete view of the customer, which is where CRMs and CDPs come in.