Types of DMPs

A pure-play DMP is focused on secure data collection and management. These data management platforms are created from the ground up to ingest, aggregate and analyze large data sets. Pure-play DMPs provide three core offerings: a core platform for storage and retrieval of data; analytics technology for obtaining insights from the data with a reporting interface; and applications, that enable marketers to take action against that data, such as audience segment creation or lookalike modeling functionality. Interactive marketers with extremely large data sets of structured and unstructured data that go beyond ad serving and audience data, and may include CRM and transactional data, would want to work with a pure-play DMP.

A mixed model DMP collects and manages data securely as well as allows data owners to monetize data through an ad exchange or data marketplace. Among the most popular types of data management platforms, mixed model DMPs make third party data accessible from a single user interface. Some mixed model DMP vendors take an ad exchange approach that enables data buyers to bid for cookies in a real-time environment, and offer a wide variety of providers to choose from. Other mixed model DMPs offer a variation on the ad exchange approach by enabling access to multiple third party sources and data sets, but not on a bidded model.

A display-focused DMP is a centralized data management platform that allows advertisers to create target audiences based on a combination of in-depth first-party and third-party audience data. A display-focused DMP relies on cookies, and enables advertisers to consolidate online and offline customer data from various sources into a single location, then use it to create demographic and behavioral segments that be used to target online advertising. Performance data from each campaign is then fed back into the display-focused DMP, creating a closed loop that improves optimization efforts and can be used for related reporting and analysis.

An enterprise DMP is a purpose-built data management platform designed for the needs of major brands with multiple customer and prospect touchpoints. The key features of an enterprise DMP are:

• Ingests and normalizes data from a wide variety of sources
• Automates the way data is organized and segmented
• Provides configuration options that synchronize with an organization's unique approach to audience identification and data match key models
• Enables the enterprise's unique data to be actionable across all touch points in real-time
• Delivers consistent messages and enforces offer eligibility across all channels including and not limited to display, email, click-to-chat, SMS

Overall, the core of any enterprise DMP is the ability to centralize, normalize and make data actionable through any touchpoint. The DMP should cross the gap by ingesting campaign data from all channels and vendors, as well as offline activities such as in-store sales and call center interaction. Once the data is collected, it needs to be surfaced in a way that is meaningful to an interactive marketer. By defining custom attribution models to reflect their companies' unique sales funnel, interactive marketers can measure ROI and inform future strategies.

Courtesy of: Imedia Connection

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