Otherwise known as a DMP, a data management platform is employed to analyze and activate first and third party data for smarter on-site and off-site experiences and campaign planning. Using web browser cookies carrying information like user interests, demographics, and behaviors from various channels including display advertising, sponsored search ads, video engagement, email engagement, on-site behavior, and social media interactions, a DMP can create more holistic audience segments for improved targeting. The primary use cases are to drive efficiency for marketers and to produce higher yielding results.
Specific to its application within the sphere of advertising, DMPs succeed at providing a 360-degree view of how campaigns perform against specific target audiences but fail at powering other areas of the customer journey through activities such as CRM, marketing automation, email, etc.
For a truly orchestrated and cohesive experience, brands should instead consider a more robust solution for delivery of true omnichannel customer experiences. In the case of Dynamic Yield, a DMP is a subset of the capabilities supported by a unified platform, allowing users to not only integrate with advertising systems but also personalize interactions seamlessly across all customer channels.
By onboarding data from multiple sources on day one, marketers and publishers can bridge the gap between online and offline marketing, easily collect, store, and categorize robust data sets from their CRM, APIs, and more – using a single customer segmentation and experience management platform.