Digital advertising plays a key role in the marketing strategy for most businesses. It allows them to target their audiences more directly and effectively to help grow brand awareness in a market. Most digital advertising also has some kind of call to action from the business, encouraging customers to click on the digital ad to learn more. Whether they’re guided to a content marketing piece like a blog, a business whitepaper or testimonial about the business’s solution, or a product page, the role of digital marketing is to share content with audiences and ultimately drive engagement that leads to better customer relationships and or increased revenue.
Data management platform, or DMP, is integral in the management and execution of digital advertising. Digital management platforms are used by digital advertising buyers and publishers to house and manage data about the business’s audience. One DMP can handle data from multiple sources, making it an important part of business marketing and technology solutions.
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What is a DMP- Data management platform?
A data management platform is software that essential works as a database for digital marketers. It has all data related to an audience and campaign, found from many different information sources. This digital advertising information comes from advertising publisher websites or apps where advertisers buy ad space. DMPs provide centralized store and access for marketers to access and use data to target their audiences with the message, including mobile device identifying a central location for marketers to access and manage data like mobile device identifiers and website cookie IDs that enable businesses to create targeted segments for their digital campaigns.
Companies can also use digital management platforms to house information about their users which they can then sell to digital advertisers. Publishers also often use DMPs to house data about their users.
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