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Salesforce Marketing Cloud

Audience Studio is a data management platform (DMP) designed to help businesses deliver personalized marketing experiences by capturing and storing data signals from multiple sources. Advertisers can utilize machine learning techn...Read more about Salesforce Marketing Cloud


RapidMiner is a cloud-based and on-premise data science solution, which helps small to large organizations access, load and analyze structured and unstructured data. Key features include process automation, model validation, data ...Read more about RapidMiner


Cohesity is a leader in AI-powered data security and management. Cohesity makes it easy to secure, protect, manage, and get value from data—across the data center, edge, and cloud. Cohesity helps organizations defend against cyber...Read more about Cohesity

EBS Toolbox

More4apps is committed to providing market-leading support. From assisting you during the trial period to the ongoing use of our products, we are readily available to help. Help is only a click away, so check out our product sup...Read more about EBS Toolbox


CloverDX Data Management Platform helps businesses get timely, accurate and reliable data whenever and wherever they need it. CloverDX replaces manual data processing typically carried out by workers in Excel with automation, del...Read more about CloverDX

UpKeep DataHub

UpKeep DataHub is a data management software that helps businesses collect asset data, such as maintenance schedules, performance metrics, and work order history. It enables teams to standardize data into a common model in order t...Read more about UpKeep DataHub

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The EDGE Platform

EDGE is a platform that provides flexible and customizable managed solution to efficiently manage consultant database uploads process. The consultants have the expertise to help update databases with high-quality data. Combining e...Read more about The EDGE Platform

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Get the data you need for your critical business initiatives: The Unified Data Platform fully covers the diversity, scale, and complexity of enterprise data assets through intelligent automation and technology in a centralized pl...Read more about RayVentory

OnAudience DMP

OnAudience DMP is a cloud-based data management platform, which helps businesses of all sizes collect and analyze data to segment audience groups for targeted ad campaigns. Features include behavioral analytics, data sharing, comp...Read more about OnAudience DMP

5.0 (1 reviews)


MediaMath is a cloud-based solution that helps businesses manage operations related to marketing, audience segmentation, digital advertising and more on a unified portal. The built-in terminalone platform enables organizations to ...Read more about MediaMath


The Permutive Audience platform offers more than traditional DMPs. It empowers publishers and advertisers to address their full audience, in-the-moment, whilst protecting user privacy and respecting customer consent. Our audience...Read more about Permutive

4.0 (1 reviews)


PLATFORM3 is a consumer engagement solution that unlocks the power of first-party data to supercharge marketing strategies. The platform connects the dots from acquisition to engagement with proven solutions to stay top-of-mind an...Read more about PLATFORM³

5.0 (3 reviews)


B-Line is a flexible workplace management and security platform that helps employers and asset managers manage their hybrid workplace with flex management, digital access, and ongoing capacity monitoring. The interior positionin...Read more about B-Line

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Amobee is a cloud-based data management platform (DMP) designed to help broadcasters, agencies and brands discover, plan, activate, optimize and analyze marketing operations across various advertising channels. It includes researc...Read more about Amobee

5.0 (1 reviews)

Nielsen DMP

Nielson DMP is a data management platform designed to help businesses activate, analyze and customize data, deliver personalized advertising content and improve marketing performance. Professionals can gain visibility into clients...Read more about Nielsen DMP

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Admixer.DMP is a data management platform designed to help businesses collect data from multiple sources and analyze, segment and target audiences to improve digital marketing processes. Professionals can gain granular insights in...Read more about Admixer.DMP

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K2View Data Product Platform democratized data access in the enterprise. It continually syncs, transforms, and serves data via data products – delivering a real-time, holistic view of any business entity – customer, order, device...Read more about K2View

4.9 (8 reviews)

Data Graphs

Data Graphs is a cloud-based data management platform (DMP) that helps businesses organize enterprise data and create structured knowledge graphs. Supervisors can organize concepts into multiple datasets, link them using semantica...Read more about Data Graphs

5.0 (2 reviews)

Veeam Data Platform

Veeam Backup & Replication is a data loss prevention solution that helps educational institutes, healthcare organizations, and government bodies streamline processes related to data backup, storage, and recovery from within a cent...Read more about Veeam Data Platform

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Mapp Cloud

Mapp Cloud is an Insight-led Customer Engagement Platform. With Mapp Cloud, marketers can focus on what makes a difference for their business, instead of spending precious time and resources taming the technology behind it. They c...Read more about Mapp Cloud

3.0 (1 reviews)

Buyers Guide

Last Updated: September 07, 2023

If you’re a marketer who has done any large-scale digital advertising (think programmatic ads or retargeting), chances are you’ve used a data management platform (DMP). These tools essentially take in data from multiple sources and help you analyze it, so you can better target adjacent customers or personalize messages in your marketing campaigns.

Data management platforms have grown over the last decade, and marketing demand for their capabilities is still strong. However, this type of software has traditionally depended on cookies, meaning increasing cookie regulations could affect data management platform functionality.

Many ad-buying platforms like Facebook and Amazon already have data management platform capabilities built in, so you’ll need to assess whether your company needs a standalone tool or if the available built-in targeting capabilities will suffice.

Here's what we'll cover:

What is a data management platform?

DMP software analyzes customer data across multiple channels and enables users to enhance audience engagement with marketing campaigns. DMPs analyze targeted marketing strategies from online and offline sources and present the data in graphs, charts, and other data visualization methods. This helps advertising agencies, marketers, and online publishers better learn about their audiences.

Here’s how DMPs work:


Source: Gartner (full content available to clients)

Common features of data management platforms

While features vary from product to product, data management platforms typically offer some or all of the following functionality:

Audience segmentation

Group people based on shared characteristics so you can better target and reach your customers.

Campaign management

Create a collection of marketing actions to complete specific goals so you can better track your progress.

Data capture

Import, collect, and capture data from multiple sources so you can keep everything organized in one place.

Competitor analysis

Evaluate strengths and weaknesses of companies with the same target audience so you can stay ahead of the competition.

Behavioral analytics

Track and analyze user behavior within a system or network so you can better optimize your campaigns.

Customer journey mapping

Visualize and analyze the customer experience across all touchpoints and channels. That way, you can better reach your customers at the right place and time, and improve your chances of closing a sale or them completing a desired action.

What type of buyer are you?

Digital marketing leaders: Data management platforms are primarily used by marketers across many organization sizes and industries, especially those that use a large, diverse amount of customer data. These buyers are typically looking for ways to do the following:

  • Target ads: Build and find adjacent audiences for programmatic ad campaigns and multichannel retargeting.

  • Expand audiences: Use known customer and prospective customer attributes to find similar audiences and build on programmatic ad reach.

  • Measure campaigns: Create reports and visualizations, and share analysis with external audiences (such as an outside agency).

Benefits and potential issues

Here are a few benefits of data management platforms:

  • Identify customer attributes: Learn about customer attributes such as browsers, devices, households, and other characteristics so you can reach your target audience with an ad or personalized message.

  • Import and collect data: Take in data from multiple sources (such as your CRM, marketing analytics, point of sale (POS) system, and publishing partners) as well as your website, mobile app, and other channels using native tags and other integrations.

  • Set up triggers and rules: Personalize messages and inform marketing decisions. For instance, you could set a rule to not display an ad to someone if a user visited a website and made a purchase, since they already completed the desired action.

  • Measure and report on data: Collect performance data from marketing and media channels. Organize and analyze that data to explore trends and create visualizations.

Here are a few potential issues with data management platforms:

  • Cookie considerations: Most data management platforms use cookies, which Apple Safari and Firefox have announced they will no longer support. Chrome also announced that it won’t support cookies after January 2022. Because of this, you’ll want to explore alternate approaches to retargeting and lookalike modeling that don't use cookie data.

  • Privacy regulations: Traditionally, data management platforms do not use personally identifying information. Rather, these platforms use anonymized, unique identifiers such as cookie IDs or user IDs based on certain characteristics (e.g., browser or device). However, regulations like the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) encompass things like fingerprinting using an IP address. Since these regulations still lack many legal interpretations, there remains uncertainty around how they could affect DMPs.

Key considerations for purchasing data management platform software

Data management platforms have been vital to digital advertising for the past 10 years, but there are still some key considerations to keep in mind

  • Cloud vendor embedded functionality: Programmatic ad tech platforms—like those from Facebook, Amazon, or Google—often already have embedded DMP-esque capabilities. However, these functions typically provide aggregated data about audience segments, rather than user-level data.

Market trends to understand

Because data management platforms may be going through some changes, these market trends are important to note:

  • Cookie data dying out: DMPs may be undergoing a necessary evolution due to the fact that most browsers already don't support or will soon cease support for cookies.

  • Built-in ad tech functionality: Many ad tech platforms now include built-in DMP capabilities. If you already use ad tech platforms like Facebook, Amazon, and Google that offer similar audience data, it's worth investigating whether the included functionality meets your needs before investing in a standalone platform.

  • Beware of workarounds: Some ad tech platforms are exploring options to get around cookie data restrictions. Certain platforms are looking at IP address or link decorating (which means adding extra strings to URLs to identify certain behaviors), but these may not be good long-term solutions. Some browsers may also try to prevent these types of loopholes.