| A data management platform (DMP), also referred to as a unified data management platform (UDMP), is a centralized system for collecting and analyzing large sets of data originating from disparate sources. A DMP creates a combined development and delivery environment that provides users with consistent, accurate and timely data. At its simplest, a data management platform could be a NoSQL database management system that imports data from many systems and enables marketers and publishers to view the data in a consistent manner. A high-end DMP might combine data management technologies and data analytics tools into a single software suite with an intuitive and easy-to-navigate executive dashboard. A key role of a data management platform is to collect structured and unstructured data from a range of internal and external sources, and to then integrate and store that data. These platforms also analyze and organize data to provide insight to data-driven parts of the business, such as marketing and advertising campaigns. Data incorporated into a data management platform can be first-party data -- coming from an organization's own applications, systems, websites and products -- as well as second-party data from partners and other associates. In addition, DMPs use third-party data to fill in holes in a company's own data and partner data. The roster of data management platform vendors focused on marketing and publisher clients is long, with some bigger name vendors getting into the technology more recently through acquisitions. These offerings include Adform DMP, Adobe Audience Manager, KBM Group's Zipline, Lotame, MediaMath DMP, Neustar Identity DMP, Nielsen eXelate, Oracle BlueKai, Salesforce DMP (formerly Krux) and Turn Digital Hub for Marketers. Read more...
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