Data Management Platform (DMP) is a software able to aggregate and organize different kinds of data (first, second and third party data) form online, offline and mobile sources.
Similar to a traditional data warehouse, DMP stands out to be super-partes regarding different kinds of data that must be aggregated.
In other words a DMP is a technological platform collecting huge quantity of data and sorts them in profiled segments that are connected to online users’ behaviour and to their peculiarities. In this way a DMP allows to enhance these data in actions, which are addressed to users and that can be planned, delivered and measured in real time.
Often integrated in automated platforms to buy and sell advertising spaces (DSP), DMPs are used first to optimize buying and selling of online advertising spaces, in particular within media planning in programmatic buying and Real Time Bidding (RTB).
Our Group has internally developed a data management platform (today owned by Bango – DigiTouch is a reseller of Audiens’ technology in Italy) that allows to:
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