The Programmatic Glossary
A practical glossary designed to help marketers, advertisers and ad-tech professionals understand the terminology that powers programmatic advertising
Identity & Data
Data Management Platform (DMP)
A centralised technology platform that collects, organises and activates data about audiences, from websites, apps, CRM (Customer Relationship Management) systems and third-party sources, to improve the accuracy of ad targeting.
HOW IT WORKS
A DMP (Data Management Platform) ingests data from multiple sources and builds audience segments, for example homeowners aged 35 to 50 interested in gardening. These segments are then pushed to DSPs (Demand-Side Platforms) and ad networks for targeting. DMPs historically relied heavily on third-party cookies, which has reduced their effectiveness as cookies are deprecated.
EXAMPLE
A car manufacturer collects data from their website (people who viewed SUV pages), their CRM (Customer Relationship Management) system (existing customers due for renewal) and third-party data providers. Their DMP (Data Management Platform) combines these into a high-intent SUV buyers segment, which is activated across their programmatic campaigns.
RELATED TERMS
First-party data | Third-Party Cookie | Identity Solution | Universal ID | Contextual Targeting
