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In the world of digital marketing, data is worth more than gold. But what good is having tons of information if you don't know how to use it intelligently? That's where a DMP comes in—a data management platform that transforms the chaos of disconnected information into highly targeted and profitable strategies.
If you've heard of programmatic media, marketing automation, or large-scale personalized campaigns, know that a DMP is key to ensuring they all work with precision. It collects, organizes, and activates data from multiple sources so your campaigns reach the right audience, at the right time, with the right message.
In this article, you'll understand exactly what a DMP is, how it works, what types of data it uses, and why your company should consider this technology a core part of its marketing strategy. And, of course, we'll also introduce the main tools on the market to help you take the next step.
Ready to turn data into real results? Let's get straight to the point.
What is a DMP (Data Management)
We've already talked here on the blog about what it is programmatic media and how important it is to implement it in your company. In this same context, we have the DMP, or data management platform. The DMP It is a software for managing data from different channels, which interprets, collects and organizes data, providing useful information to the user.
One DMP uses user ID (identification) and cookie management to segment audiences and direct advertisements to the target audience defined by the platform user. This way, you can obtain more targeted data to create more assertive audiences, optimizing campaigns and ads, creating more chances of conversion.
In other words, a DMP works like a big data brain, responsible for gathering disparate information and transforming it into actionable intelligence. For companies working with digital campaigns, this means reaching the right person, at the right time, with the right message—even if that person has never visited your website before. This intelligence is especially powerful when integrated into an inbound marketing strategy, where visitor and lead data can feed back into programmatic media campaigns and maximize funnel efficiency.
“A DMP (Data Management Platform) is a platform that collects, organizes, and activates data from different sources to create targeted audiences and optimize digital media campaigns.”
How a DMP works
The tool collects data from three different sources: 1st party data; 2nd party data and 3rd party data.
First-party data is obtained from owned channels, such as websites, social media, email marketing campaigns, landing pages, CRM and mobile applications and devices. This is information that potential customers provide us spontaneously (work done, for example, in strategies of inbound marketing).
So-called 2nd party data is the same types of data obtained in 1st party data, but is obtained from third-party channels. Likewise, 3rd party data comes from third parties and is generally purchased, but complements the 1st party and 2nd party information, being data such as age, gender, income, geographic location and interests.
For example, imagine a B2B company uses its DMP to group users who visited a quote page but didn't convert. This data, combined with third-party data, shows that most of these users have "marketing manager" positions at mid-sized companies. The company can then create a segmented audience and serve targeted ads with free demo offers, significantly increasing the chances of conversion.
In this way, DMP performs data collection, processes the information and uses it for programmatic media data. This is how segmentation is carried out, with the creation of audiences and the identification of which audience to impact, on which channels and in what way.
“A DMP collects first-party, partner, and third-party data, processes that information, and creates audience segments used in programmatic advertising campaigns.”
Why implement a DMP
The biggest benefit of DMP is targeting the target audience. Transform all that big data in information and using it in the best way to reach your audience is the big business of platforms.
With this, you will be able to target your campaigns, optimize the user experience, improve ROI of your campaigns, structure efficient campaigns and manage several online campaigns at the same time.
In times of data overload and pressure for results, a DMP is like the co-pilot that transforms chaos into strategy. It helps marketing teams prioritize what really matters: impacting those most likely to become customers and generating measurable value with each campaign.
“The main advantage of having a DMP is the intelligent targeting of the target audience, which results in more efficient campaigns, higher conversion rates and better use of the budget.”
What are the main tools
To keep you up to date with the DMP market, we've mentioned some of the best-known data management platforms.
Audience Studio is the Salesforce platform. DMP is very robust and capable of analyzing millions of data quickly. Adobe Audience Manager, from Adobe, is very fast and activates segments in real time.
Mediamath DMP also works with real-time data and has big data tools. Mediamath was chosen, in 2019, as the best DMP platform at the Digiday Awards 2019. Tail is a platform with many features and offers several segmentations.
Difference between DMP, CDP and CRM
When talking about data platforms, it's common to confuse DMP, CDP, and CRM. After all, they all handle information about user behavior. On the other hand, each one plays a different role within a digital marketing strategy, and understanding these differences is crucial for making assertive decisions.
A DMP (Data Management Platform) works with anonymous data—such as cookies, device IDs, and behavioral data collected from media campaigns. Therefore, its main function is to fuel programmatic media strategies, helping to segment audiences and optimize ads on a large scale.
Already the CDP (Customer Data Platform) collects and unifies identifiable customer data, such as name, email, browsing history, and purchase history. This allows you to build individualized views of users and create highly personalized experiences, including for email campaigns, automation, and remarketing.
Finally, the CRM (Customer Relationship Management) It's a platform focused on building relationships with leads and customers, organizing sales interactions, proposals, follow-ups, and sales funnels. It's essential for sales teams, but it doesn't replace the segmentation intelligence of a DMP or CDP.
In summary:
DMP = programmatic media with anonymous data
CDP = personalization with identifiable data
CRM = relationship and sales management
Each has its role, and together, they form a robust and efficient data ecosystem.
“The difference between DMP, CDP, and CRM is that DMP works with anonymous data for programmatic advertising; CDP centralizes identifiable customer data; and CRM focuses on managing relationships with leads and customers.”
How to start using a DMP in your company
If you're convinced you need to use data more intelligently, the next step is to understand how to apply a DMP to your business—without complicating operations or generating unnecessary investments.
First, map your current data sources: website traffic, leads generated, emails captured, CRM, social media campaigns, paid media data, and, if possible, even offline data. After all, having clarity about where the data resides and how it's collected is the starting point.
Then, set the strategic objectives implementation. Do you want to improve campaign targeting? Reduce CAC? Increase programmatic media ROI? Optimize the lead journey? Knowing what you expect from your DMP will help you choose the right tool.
The next step is to find a platform that fits your needs. There are robust DMPs on the market, such as Adobe Audience Manager, Salesforce Audience Studio, and Mediamath, but there are also more affordable and modular options, such as Tail and Publya. Ideally, start with a pilot, integrating the DMP with your website and a programmatic advertising tool.
And if all this seems complex, count on a partner agency that understands data, programmatic advertising, and performance. At Vero Contents, we've helped companies integrate their DMPs with CRM, automation tools, and programmatic advertising—creating a data-driven marketing ecosystem.
So, how about we talk about programmatic media strategies? Vero Contents, in partnership with Publish, it will help you achieve your business goals and achieve high conversion rates. Get in touch with a Vero Contents expert.
FAQ – Questions and Answers about DMP
1. Is DMP only suitable for large companies?
No. Small and medium-sized businesses can also benefit, especially if they run digital campaigns focused on segmentation and personalization.
2. Is it mandatory to have an automation tool integrated with the DMP?
It's not mandatory, but highly recommended. Integration allows for smarter data usage and automatic campaign nurturing.
3. Does DMP replace a CRM?
No. DMPs primarily handle anonymous data for programmatic advertising, while CRMs handle identifiable data from direct customer relationships.
4. Is it possible to use a DMP without programmatic media?
Yes, but its potential will be limited. A DMP's greatest effectiveness occurs when it's connected to programmatic media platforms like DV360, The Trade Desk, or Meta Ads.
5. What is the first step to implementing a DMP?
The first step is to map the available data sources (website, CRM, automation, social media) and define clear objectives for using the data for segmentation and campaign activation.
Article originally published on 02/08/2021 and updated on that date.
Marcel Castilho is a specialist in digital marketing, neuromarketing, neuroscience, mindfulness and positive psychology. In addition to being an advertiser, he also has a Master's degree in Neurolinguistic Programming. He is the founder, owner and CEO of Vero Contentes and the offline agency VeroCom.
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