Data management platforms (DMPs) are software tools that help companies collect, arrange, manage, and analyze data from various sources. Thus, businesses can gain insights into their customers, markets, and operations and optimize their marketing, sales, and product strategies.
But how do you choose the best DMP for your needs? In this article, we will share some platforms that many data management experts will appreciate in 2024.
About Data Management Platforms (DMPs)
A data management platform is a software technology that helps businesses store, organize, and understand data about customers and ad campaigns from different places. It's super helpful for business professionals because it not only helps sort and analyze data but also gives tips on using the best marketing strategies.
Thanks to DMPs, organizations can manage their data and understand customer demographics and psychographics better. They can also use these tools to identify and segment data related to customers or inside their company.
To learn more about DMPs, you can see detailed information in this post: Understanding Data Management Platforms (DMPs)
The top Data Management Platform (DMP) technologies in 2024
If you are looking for a good platform for data management, you can consider the top DMP technologies in 2024 as follows:
1. Audience Studio
Audience Studio is a DMP solution from Salesforce. This software allows businesses to unify and segment their data from many sources, such as CRM, web analytics, social media, and third-party data providers. Audience Studio also integrates with other Salesforce products to enhance management performance. For example, Marketing Cloud and Advertising Studio. Thus, companies can deliver relevant and consistent messages to their customers across different platforms.
Focus: an enterprise-level solution with deep integration into the Salesforce ecosystem.
Strengths: scalability, robust data governance features, and seamless campaign activation across Salesforce Marketing Cloud products.
Good for: large companies already committed to the Salesforce ecosystem who need a powerful, integrated DMP solution.
2. Lotame
Lotame is a DMP that focuses on providing data enrichment and audience insights. Lotame collects data from various sources, such as websites, apps, OTT devices, and smart TVs, and enriches it with third-party data from its global data exchange. Lotame also offers analytics and reporting tools that help you understand your audience's behavior, preferences, and interests.
Focus: identity resolution and audience building across diverse data sources.
Strengths: advanced identity resolution capabilities, flexible data partnerships, and global reach.
Ideal for: marketers seeking a comprehensive DMP with strong identity resolution and data partnership options.
>>> Read more: Building A Data-Driven Marketing Plan
3. Adobe Audience Manager
Adobe Audience Manager is a DMP, but it is part of the Adobe Experience Platform. It helps marketers create and manage customer profiles from first-party, second-party, and third-party data sources.
This tool also leverages Adobe Sensei, an artificial intelligence and machine learning engine, to provide predictive modeling and segmentation capabilities. It integrates with other Adobe products, such as Adobe Analytics, Adobe Campaign, Adobe Advertising Cloud, etc., to deliver personalized experiences across different channels.
Focus: integration with the Adobe Experience Cloud suite and robust analytics capabilities.
Strengths: seamless integration with Adobe marketing tools, rich data visualization and segmentation features, and strong analytics functionalities.
Good for: Adobe Experience Cloud users who value tight integration and comprehensive data analysis within their existing ecosystem.
4. Oracle Bluekai
Oracle Bluekai is a platform that develops from the Oracle Data Cloud. Thanks to Oracle, companies can collect and organize data from online and offline sources, such as web, mobile, social, email, CRM, and point-of-sale systems.
This software provides access to third-party data from its data marketplace, which includes over 200 data providers. Oracle Bluekai enables you to create and activate audience segments across many platforms, such as display, mobile, email, video, social, and search.
Focus: enterprise-grade data management with a focus on privacy and compliance.
Strengths: robust data security and privacy features, compliance with global regulations, and advanced audience activation capabilities.
The best choice is for large enterprises with strict data privacy requirements and complex campaign activation needs.
5. Permutive
Permutive is a data management platform that specializes in edge computing. It processes data on the user's device rather than on a server, which reduces latency and increases privacy. Permutive allows you to collect and segment data from web and mobile sources without relying on third-party cookies or identifiers.
Besides, it also integrates with leading ad platforms, such as Google Ad Manager, Prebid, Xandr, Magnite, and Index Exchange, etc., to enable real-time bidding and targeting.
Focus: A privacy-centric DMP built with cookieless tracking in mind.
Strengths: Focus on privacy-compliant identity solutions, cookieless targeting options, and integration with various advertising platforms.
Ideal for: forward-thinking marketers preparing for a cookieless future who want privacy-compliant data practices.
6. Onaudience.com
This is a DMP that offers data monetization and audience analytics services. Onaudience.com collects data from over 20 billion monthly users across 200 countries and regions. It also provides access to its own data segments, which cover various categories, such as demographics, interests, behaviors, intents, and sales history.
Onaudience.com helps you optimize your campaigns and increase your revenue by providing insights into your audience's characteristics and preferences.
Focus: a cost-effective DMP solution with self-service options.
Strengths: affordable pricing, self-service UI, and access to diverse data sources.
Good for: small and medium-sized businesses (SMBs) seeking a user-friendly and cost-effective DMP solution.
Summarize Data Management Platforms
In conclusion, a data management platform is the best software technology for companies to store their data. It is the backbone of digital marketing, allowing companies to understand their customers better and optimize advertising strategies. Each data-marketing tool has its own advantages and disadvantages. Thus, you need to consider carefully and use these platforms to manage your data and enhance efficiency and performance.
