Data management platform

A data management platform (DMP) is a software platform used for collecting and managing data. DMPs allow businesses to identify audience segments, which can be used to target specific users and contexts in online advertising campaigns. They may use big data and artificial intelligence algorithms to process and analyze large data sets about users from various sources.^[1] Advantages of using DMPs include data organization, increased insight on audiences and markets, and more effective advertisement budgeting.^[2] On the other hand, DMPs often have to deal with privacy concerns due to the integration of third-party software with private data. This technology is continuously being developed by global entities such as Nielsen and Oracle.^[3]

More generally, the term data platform can refer to any software platform used for collecting and managing data. It is an integrated solution which as of the 2010s can combine functionalities of for example a data lake, data warehouse or data hub for business intelligence purposes.^[4] However, this article discusses the use such technology platforms used for collecting and managing data for digital marketing purposes specifically.