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DMP(Data Management Platform) is used by digital advertising buyers and publishers to store and manage audience data, often from multiple sources. - Adobe identified DMP as "Data Management Platform is a tool to build customer profile for marketing activity"
- DMP is "Data-Driven-Marketing Tool based on big-data systems"
- DMP requires some sort of external sources like location information(Geo IP), social media, transaction, purchase and etc to build integrated data infrastructure. Its target goal will be personalized marketing.
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Before we start digging DMP, we should know about three components that requires implementing AdTech - targeted Ads based on personal interest and behaviors
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