Do You Need a Data Management Platform (DMP)?

By John Davis

Tuesday, July 23, 2024 at 10.08 a.m.

Today, most agencies and large advertisers have access to a Data Management Platform. Sometimes, these DMPs are integrated with media-buying platforms to maintain audience segments for website retargeting or calculating audience reach metrics.

However, a more feature-rich DMP will allow businesses to develop insights about the audiences visiting the advertiser’s website or prospects reached with advertising. Many of the capabilities of the DMP are made possible when data brokers such as MasterCard or Experian allow DMP users to utilize their anonymous user data for analysis and ad targeting.

A DMP collects and stores anonymous data from online and offline sources, including cookies, Internet Protocol/IP addresses, device IDs, and other digital identifiers, beacons, and tokens.

Fortunately, leveraging a DMP for your campaign is as easy as updating your website(s). To enable the features of our DMP for your next campaign, we’ll provide an unobtrusive snippet of JavaScript code to add to your website. If you prefer, we can add it to your website for you. When we leverage the DMP to execute your campaign, we absorb the cost. If you’d prefer to log in and use your own DMP, we can recommend several affordable options. 

Using the DMP will enable your campaign with several powerful new marketing capabilities:

• Audience Insights: We’ll compare the characteristics of your site visitors to Internet users as a whole to understand your customers’ interests and preferences. These insights are typically powered by access to third-party data brokers such as comScore or Nielsen.
• Audience Targeting: We can find your target audience based on Web usage and shopping interests accessible from data partners via the DMP. We can target these audiences across the Web, streaming platforms, and mobile devices.
• Customer Matchback: We can securely on-board your offline customer data to the DMP and then anonymously advertise to online users who match your customers’ street addresses, emails, or phone numbers. At the end of the campaign, we can compare your list of customers who converted to the audiences exposed to advertising.
• Lookalikes: Based on anonymous audience profiling, we can find additional Internet users who have the same characteristics as your customer even though they have never done business with you before.
• Retargeting: After customers visit your site, you’ll be able to show your ads to them across the Internet. 

Pro Tip: A Customer Data Platform (CDP) is a technology similar to a DMP but a CDP usually contains personally identifiable information (PII) about your customers and prospects. These contacts can be pushed to advertising platforms for anonymous ad targeting. It is less common for these platforms to incorporate third-party data providers like Bombora for audience profiling and lookalike targeting. If needed, we can recommend some affordable CDP options.

Use the form below to start a conversation about using a DMP with your future advertising.