Published: 01.28.2022



A DMP is a second-and-third-party data platform that is able to classify anonymous audiences from multiple external sources. It also houses first-party data that is not visible to any of the other second-and-third-party data providers. These are short-term, affordable solutions than a CDP because they provide a top-line view of customers via probabilistic identifiers. Cookie IDs, programmatic ad buying, and other digital signals optimize campaign performance over shorter periods of time by targeting top-of-funnel audience segments. Think of these as the middleman between the data source and the content delivery mechanism.