Data Management Platform

A data management platform, or DMP, is the backbone of data-driven marketing and serves as a unifying platform to collect, organize, and activate your audience data from any source, including online, offline, or mobile. A DMP not only collects and organizes your data, but makes it available to other platforms (such as DSPs, SSPs, and ad exchanges) to be used for targeted advertising, content customization, and beyond. Some people describe a data management platform as the “pipes” of ad tech – it connects many platforms in a neutral way so that marketers can use their powerful audience data when and where they want. Read more about what a data management platform is here.

It’s easier to discuss what you can’t do with Lotame’s DMP! While the applications of the DMP are endless, there are several areas where our marketer and publisher clients find immediate value. The use cases typically include behavioral targeting (and retargeting) of consumers across all the devices they engage with, campaign optimization, content personalization, consumer and user engagement analysis and insights, ROI studies, and research.

There is virtually no limit to the types of data Lotame can collect, organize, and activate for your business! With Lotame’s DMP, publishers, marketers, and their agencies are able to collect rich consumer data from any source, including digital web, mobile app, mobile web, connected television and set top box – even offline data like CRM and point-of-sale using Lotame’s proprietary Data Onboarding services – and organize that data to create a complete and unified profile of your target consumers.

As a publisher selling advertising inventory or as a marketer buying it, having the richest, most robust consumer profile is essential to ensuring the right message is delivered to the right consumer in the right context. Gaps in the profile of your consumers can lead to imprecise targeting, jarring user experiences, and inefficient campaign spend.

You’re not alone. Many publishers offer content on a specific subjects like health, politics, weather, business, or other niche topics. While you will likely have deep insights into your content consumers on that subject, you may be wondering what other behavioral affinities and interests your visitors possess.

With Lotame's DMP, the data you collect – whether online or offline – can be analyzed using the wealth of third-party data accessible in Lotame’s DMP, including data from LDX and dozens of other branded data providers, to provide a deeper understanding of who your site visitors really are. Armed with this knowledge, you will be best equipped to develop new content and recommend existing content to customers to improve site engagement, page views, and, ultimately, advertising inventory to sell! Learn more here.

You’re not alone, either! Marketers typically have deep knowledge of the products and services their customers are most interested in, including rich CRM data and online and offline purchase history, but the customer insights often stop there.

With Lotame’s DMP, the consumer data you do have access to – whether online or offline – can be combined with other behavioral insights to provide a deeper understanding of who your customers really are. Armed with this knowledge, you will be best equipped to engage with new and returning customers and promote the products and services they are most likely to purchase! Learn more here.

Very portable! As the leading independent DMP, Lotame maintains dozens of integrations with DSPs, SSPs, ad servers, ad verification platforms, measurement tools, and lots more to ensure the data you collect in Lotame DMP doesn’t just sit in the DMP. Your data is only as good as what you can do with it, and with Lotame, you can do a lot.

We'd love to show you a demo of our DMP! Contact us at info@lotame.com to set up a time to talk!