DMP

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Data management platform. Not to be confused with a CRM or CDP, a DMP is typically used in conjunction with an advertising demand side platform (DSP). Put simply, a DMP is a key-value store used to associate anonymous IDs with audiences. If we assume CNN.COM has a DSP and DMP, you may be known as user_3012012as21l_3 to CNN’s DMP. From there, that user ID may be associated with the audience “young_working_males-21-30.” Given this demographic, CNN may decide to show you a Tequila advertisement, a Ford F150 truck ad, or some other product they feel has affinity to your demographic / psychographic profile.

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