A data management platform (DMP) is used in advertising to provide more behaviorally targeted content. DMP software lets uers see demographic, behavioral and context-based data about customers so that they can then create more effective advertising speaking to these specifics and targeted potential buyers in a very narrow way.
Data management platforms like marketers and businesses compare their own customer data and buying information against third-party data to have a more comprehensive view of campaign performance.
DMP provides a centralized way to collect and manage said data and then make more impactful and efficient advertising decisions.
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