Why we care about data management platforms

Consumers buying products and services across various online channels leave a trail of every digital marketer’s most important asset — data. But this data is worthless if it can’t be collected, organized and put to use. 

That’s where data management platforms (DMPs) come in. DMPs allow marketers to understand customers and their purchasing behaviors better. This leads to more effective marketing campaigns that drive higher engagement and sales. With DMPs, marketers can glean insights into which campaigns drive the best results among target audiences.

This article looks at data management platforms in depth — what they are, why they are important, what they are used for and their future in a privacy-focused landscape.