What is a DMP?

A DMP is a platform that allows advertisers, agencies and publishers to control their own first-party audience and campaign data and compare it to third-party audience data. A DMP lets you make more informed media buying and campaign planning decisions via behavioural targeting or extending audiences via lookalike modelling. Advertisers and agencies generally use DMPs to buy more effectively while publishers typically use them to segment their audiences and sell more effectively.

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Media glossary

A guide to help you understand the most commonly used terms in the media and marketing.

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The Paradox Report

A research report on media and marketing in Ireland. It includes data, insights and advice for Irish marketers on navigating a market in flux.