Modern DPMs can process billions of different events in a short period. The mere thought seems unrealistic, as such operations require a potent computational capacity and flexible scalability. But before diving deeper, let’s have a look at some definitions.
What Is a Data Management Platform, and What Does It Do?
A DMP is a software platform used for collecting, organizing, managing, and activating data gathered from all the possible sources: online, offline, mobile, and so on. The power of a DMP is to turn raw information into an understandable structure with sorted elements. It allows companies to segment their audiences into groups based on different parameters and show each of the targeted advertising, customized and personalized content. This process is an essential part of data-driven marketing that grants access to unique insights into customer behavior.