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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.


Before we start digging DMP, we should know about three components that requires implementing AdTech - targeted Ads based on personal interest and behaviors

  • Data - which can be collected from customers as a type of structured/unstructured format
  • Management - all sort of process to collect, classify, store, filter, update and etc.
  • Platform - a market place designed for advertiser, media and digital agency


Followings are common data driven marketing process - it shows why we need DMP(Data Management Platform) as a total solution for programmatic advertising.

Data Driven Marketing by DMP


The value of DMP is "Understanding Customer based on Data"


DMP(Data Management Platform) is making additional values based on input data like below:

DMP architecture and its benefits


You may want to know more about real-time bidding system composed of DSP, SSP, DMP, ATD and ITD.  Please refer following associated information for more information:

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    ATD(Agency Trading Desk) Architecture — ATD(Agency Trading Desk) is a kind of Advertiser solutions that uses DSP(Demand-Side Platform) as a tool. Trading desks are media buyers and re-sellers within an ad agency that help advertisers execute programmatic media buys.
    • They use either proprietary technology or a demand side platform to buy and optimize media campaigns on ad exchanges, ad networks and other inventory sources.
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    DSP(Demand-Side Platform) Architecture — A Demand-Side Platform (DSP) is a real-time bidding system that connects media buyers with data exchanges and Supply-Side Platforms(SSPs) through a single interface.
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    SSP(Supply-Side Platform) Architecture — SSP(Supply-Side Platform) is a kind of publisher solutions as a centralized platform to sell/manage inventory, access many advertisers, DSPs, etc.
    • SSP provides an environment for RTB(Real-Time Bidding).
    • SSP exchanges information with DSP, Ad Exchanges
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    ITD(Independent Trading Desk) Architecture — ITD(IndependentTrading Desk) is a kind of Advertiser solutions that uses DSP(Demand-Side Platform) as a tool.
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    False Positive Error — A false positive error, or in short a false positive, commonly called a "false alarm", is a result that indicates a given condition exists, when it does not.
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    AVOD AVOD stands for Advertising-based Video On Demand. Unlike SVOD(Subscription VOD) and TVOD(Transactional VOD), AVOD is free to consumers. However, much like broadcast television, consumers need to sit thorugh advertisements. You can see AVOD in action when watching DailyMotion, YouTube and 4OD, where ad revenue is to offset production and hosting costs.
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    DMP(Data Management Platform) Architecture — 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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    Advertisement serving in AWS — Internet advertising services need to serve targeted advertising and must do so under limited time. These are just two of multiple technical challenges they face.
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