What is the DMP

The DMP, also known as a data management platform, è is a tool used to enhance the data that a company acquires through advertising channels.

In practice, it is a platform that allows for the management of large quantities of data coming from various sources in real-time.

It is very important because it is capable of generating information concerning audiences that are divided among different advertisers.

How does the DMP work?

A DMP platform not only collects data from various sources but also organizes it to obtain valuable information through a process based on algorithms. Moreover, it performs three fundamental actions:

• Generates data to obtain audience segments: within DMP platforms it is important to correlate the acquired data to be able to identify different segments of interest;

Submit data to proceed with the purchase: these are data that contain: the target, messages, channels, and devices;

Work on a dual channel: Install a code in the web pages, from which information is collected, processed, and sent directly to the server that manages the ads.

The generated codes insert cookies into the navigation when users visit the site. Thanks to cookies, it is possible to collect information about users which can later be used to show ads for products or services that may be of interest to consumers, thus making them potential customers.

Types of data in a DMP

A DMP platform can only function correctly if it collects and manages all the necessary data to generate an effective marketing strategy; there are three types of data:

1st party data

These data may include information that users have voluntarily provided, even by filling out a simple contact form, regarding interests they have shown on any web page.

The types of 1st party data are:

• Web page;
• Social channels;
• Email marketing campaigns;
• Landing pages;
• Mobile apps.

2nd party data

These are someone else's 1st party data, essentially, it refers to data not related to a brand but to a concrete source that is obtained when an advertiser makes direct contact with a support and acquires its data.

For example: a bike helmet brand can sell its own 1st party data to a company that manufactures bicycles;

3rd party data

These are usually purchased data that come from sources external to advertisers, and the collected data take into account various aspects such as:

• Age;
• Gender;
• Marital status;
• Educational level;
• Socio-professional category;
• Number of children;
• Interests;
• Geographical location.

This data is less valuable compared to the aforementioned, but it is essential for obtaining audience segments. 

This platform is important for helping a company to have access to a unique database concerning the enterprise, ensuring users a unique experience through the different marketing channels used, in fact, DMPs are employed to optimize advertising buying and selling.

The text you provided does not contain any translatable content; it consists solely of empty HTML paragraph and div tags. However, if these tags were to enclose text that needed translation, the English translation would be placed within the tags while keeping the structure intact. Here is an example: Original:

Questo è un esempio di testo.