Glossary
Data Management Platform (DMP)
A DMP is a software platform that gathers data from a range of sources. For internal data, DMPs pull from CRM software or from company-owned channels like websites or email. For external data, DMPs connect to third-party data brokers or corporate partners. Once they’ve gathered the data, they organise it to build a profile of each individual customer (the data in DMPs is usually anonymised). They then share information on audiences with digital ad platforms and in-house marketing channels, so those platforms know who to serve which ads or content. DMPs in turn collect information on ad performance to analyse and improve future ad purchases.
DATA PRIVACY
LEVERAGING DATA PRIVACY TO MAXIMISE BUSINESS VALUE
In today’s increasingly globalised and digitalised world, where a small number of domineering players have all the control, the need for companies to foster trust in their data processing activities has never been stronger. How companies can leverage GDPR-compliant, quality data as an opportunity to create a virtuous cycle based on trust – and drive business value.
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