DMP (Data Management Platform) – What is a DMP?

DMP or Data Management Platform is a platform that serves to manage data centrally, allowing you to create target audiences to which you can direct a marketing campaign or advertisements.  

These platforms help obtain and manage a large amount of data of different types, which helps advertisers identify the buyer persona they want to target and design a campaign accordingly.  

This metric allows you to know the performance of your website and thanks to Google Analytics you can access all the information and interpret it.

Differences between a DMP and a CRM


The main difference between a DMP and a CRM is in the target audience, since the CRM is exclusively associated with users who are already customers, while the DMP covers all users. This makes the DMP a fundamental tool to understand the behavior of users who are not yet our clients to later use them in online advertising or marketing campaigns.   

A good DMP can be synchronized with a CRM to use its data in online campaigns and adapt them.

How a DMP or Data Management Platform works

DMPs are a Big Data system, so their main function is to accumulate large volumes of data to be able to work with them and process them through algorithms that allow them to be used for a specific purpose.

For a Data Management Platform to work, a fragment of code needs to be incorporated, usually in JavaScript language, into all the pages of a website. This will enable the well-known cookies, which will identify user behavior on this site.

The DMP is responsible for obtaining the information provided by these cookies, which is used to create metrics and is sent directly to the ad servers, which adapt the content to users according to their behavior.

Types of cookies that DMP analyze

DMPs recognize two types of cookies:

  • Cookies without the need for user consent:  these cookies are those related to basic navigation and device configuration. Some of them are the font size or the language.

  • Cookies requiring user consent:  these cookies will have to be accepted prior to browsing the site. They are responsible for measuring visitor activity and managing the advertising content of the website, adapting it to the personalized interests of the user who visits us. They are essential for the functioning of a DMP.

DMP data sources

If you classify data according to its origin, there are two main sources from which a DMP platform obtains the data it needs to function:

  • Data that comes from own sources:  data related to web browsing, social networks and media that are managed.

  • Data that comes from external sources:  usually data such as age, interests, location and many more.

  • Data that comes from collaborators:  this data is obtained when there are agreements with partners, and is normally from other companies’ own sources.

Main DMPs

Some of the most popular DMP platforms on the market are:

  • Oracle Bluekai

  • Adobe Audience Manager

  • MediaMath