DMPs can help marketers make better programmatic media buys and improve marketing communications across multiple channels. DMPs make advertising more targeted and more relevant by combining customer data from multiple sources.

Let’s start from the beginning: A data management platform, or DMP, is a technology platform that intakes disparate first-, second-, and third-party data sets, provides normalization and segmentation on that data, and allows a user to push the resulting segmentation into live interactive environments. It was my time to learn more about how data-specific technologies automate the mundane tasks that I had to do years ago, and with new, quickly changing data sources. So when I was asked to take over data management platform coverage, I geeked out in excitement. It took a lot of time (this was before the ad- and martech boom), but it was fun spending hours programming and running models to understand customer behaviors. It was like mining for gold we wanted to discover something unique about our customers, a nugget that our marketing counterparts could use to craft customized messages or target more effectively. When I started my career in marketing analytics almost 20 years ago, the biggest challenge was wrangling first- and third-party data, joining them together, and analyzing customer patterns.

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