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.
Thereā€™s never been more data, tools and service providers available to evaluate the business return from marketing investments
Weā€™re starting to see the rise of new types of scale. Agencies need to focus less on buying clout and more on data, talent and ideas.