Data Management Platforms

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The EDGE Platform

EDGE is a platform that provides flexible and customizable managed solution to efficiently manage consultant database uploads process. The consultants have the expertise to help update databases with high-quality data. Combining e...Read more about The EDGE Platform

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OrbitSoft Ad Server

With over 20 years of software technology experience, Orbitsoft has created a wide range of advertising solutions. OrbitSoft Ad Server allows companies to manage their advertising solutions on websites and in applications. The sca...Read more about OrbitSoft Ad Server

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Hevo is a no-code, bi-directional data pipeline platform specially built for modern ETL, ELT, and Reverse ETL Needs. It helps data teams streamline and automate org-wide data flows that result in a saving of ~10 hours of engineeri...Read more about Hevo

4.63 (54 reviews)

Oracle Data Management Platform

Oracle BlueKai is a cloud-based platform that assists small to large size enterprises with data management. Key features include consumer segmentation, campaign analysis and customer targeting. Marketers can use Oracle BlueKa...Read more about Oracle Data Management Platform

3.67 (3 reviews)

SAS Data Management

SAS Data Management helps businesses create custom rules to manage access, editing, update and deletion of data across cloud platforms, legacy systems and applications. The platform includes a drag-and-drop interface, which allows...Read more about SAS Data Management

4.56 (16 reviews)


MediaMath is a cloud-based solution that helps businesses manage operations related to marketing, audience segmentation, digital advertising and more on a unified portal. The built-in terminalone platform enables organizations to ...Read more about MediaMath

4.64 (11 reviews)


Permutive is powering the future of targeted advertising on the Open Web today. As the only audience platform built on edge computing, we enable premium publishers and advertisers to plan, build and activate cohorts — all while ke...Read more about Permutive

4.00 (1 reviews)


theTradeDesk is a data management platform that helps businesses streamline operations related to native advertisement management, audience mapping, campaign performance tracking and more on a centralized platform. The cross-devic...Read more about theTradeDesk

4.46 (13 reviews)

OnAudience DMP

OnAudience DMP is a cloud-based data management platform, which helps businesses of all sizes collect and analyze data to segment audience groups for targeted ad campaigns. Features include behavioral analytics, data sharing, comp...Read more about OnAudience DMP

5.00 (1 reviews)


Amobee is a cloud-based data management platform (DMP) designed to help broadcasters, agencies and brands discover, plan, activate, optimize and analyze marketing operations across various advertising channels. It includes researc...Read more about Amobee

5.00 (1 reviews)

Salesforce Marketing Cloud

Audience Studio is a data management platform (DMP) designed to help businesses deliver personalized marketing experiences by capturing and storing data signals from multiple sources. Advertisers can utilize machine learning techn...Read more about Salesforce Marketing Cloud

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Nielsen DMP

Nielson DMP is a data management platform designed to help businesses activate, analyze and customize data, deliver personalized advertising content and improve marketing performance. Professionals can gain visibility into clients...Read more about Nielsen DMP

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Admixer.DMP is a data management platform designed to help businesses collect data from multiple sources and analyze, segment and target audiences to improve digital marketing processes. Professionals can gain granular insights in...Read more about Admixer.DMP

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K2View Data Product Platform democratized data access in the enterprise. It continually syncs, transforms, and serves data via data products – delivering a real-time, holistic view of any business entity – customer, order, device...Read more about K2View

4.88 (8 reviews)

Data Graphs

Data Graphs is a cloud-based data management platform (DMP) that helps businesses organize enterprise data and create structured knowledge graphs. Supervisors can organize concepts into multiple datasets, link them using semantica...Read more about Data Graphs

5.00 (1 reviews)

Veeam Backup & Replication

Veeam Backup & Replication is a data loss prevention solution that helps educational institutes, healthcare organizations, and government bodies streamline processes related to data backup, storage, and recovery from within a cent...Read more about Veeam Backup & Replication

4.85 (54 reviews)

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Adobe Audience Manager

Adobe Audience Management is a cloud-based data analysis platform. It provides actionable insights on audience data. It presents all fragmented data from different channels in one place and converts data into meaningful audiences....Read more about Adobe Audience Manager

4.42 (31 reviews)

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Mapp Cloud

Mapp Cloud is an Insight-led Customer Engagement Platform. With Mapp Cloud, marketers can focus on what makes a difference for their business, instead of spending precious time and resources taming the technology behind it. They c...Read more about Mapp Cloud

3.00 (1 reviews)

Cohelion Data Platform

Cohelion is a cloud-based data integration, automation and transformation platform designed to connect with and consolidate on-site and cloud based corporate applications and datasources. The platform is designed for complete ma...Read more about Cohelion Data Platform

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UpMetrics is a data analysis and data management platform that helps foundations, nonprofit organizations and investors streamline operations related to data collection, goal tracking, data visualization and more on a centralized ...Read more about UpMetrics

4.79 (34 reviews)

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Buyers Guide

Last Updated: March 31, 2021

If you’re a marketer who has done any large-scale digital advertising (think programmatic ads or retargeting), chances are you’ve used a data management platform (DMP). These tools essentially take in data from multiple sources and help you analyze it, so you can better target adjacent customers or personalize messages in your marketing campaigns.

Data management platforms have grown over the last decade, and marketing demand for their capabilities is still strong. However, this type of software has traditionally depended on cookies, meaning increasing cookie regulations could affect data management platform functionality.

Many ad-buying platforms like Facebook and Amazon already have data management platform capabilities built in, so you’ll need to assess whether your company needs a standalone tool or if the available built-in targeting capabilities will suffice.

Here's what we'll cover:

What is a data management platform?

DMP software analyzes customer data across multiple channels and enables users to enhance audience engagement with marketing campaigns. DMPs analyze targeted marketing strategies from online and offline sources and present the data in graphs, charts, and other data visualization methods. This helps advertising agencies, marketers, and online publishers better learn about their audiences.

Here’s how DMPs work:

Source: Gartner (full content available to clients)

Common features of data management platforms

While features vary from product to product, data management platforms typically offer some or all of the following functionality:

Audience segmentation

Group people based on shared characteristics so you can better target and reach your customers.

Campaign management

Create a collection of marketing actions to complete specific goals so you can better track your progress.

Data capture

Import, collect, and capture data from multiple sources so you can keep everything organized in one place.

Competitor analysis

Evaluate strengths and weaknesses of companies with the same target audience so you can stay ahead of the competition.

Behavioral analytics

Track and analyze user behavior within a system or network so you can better optimize your campaigns.

Customer journey mapping

Visualize and analyze the customer experience across all touchpoints and channels. That way, you can better reach your customers at the right place and time, and improve your chances of closing a sale or them completing a desired action.

What type of buyer are you?

Digital marketing leaders: Data management platforms are primarily used by marketers across many organization sizes and industries, especially those that use a large, diverse amount of customer data. These buyers are typically looking for ways to do the following:

  • Target ads: Build and find adjacent audiences for programmatic ad campaigns and multichannel retargeting.
  • Expand audiences: Use known customer and prospective customer attributes to find similar audiences and build on programmatic ad reach.
  • Measure campaigns: Create reports and visualizations, and share analysis with external audiences (such as an outside agency).

Benefits and potential issues

Here are a few benefits of data management platforms:

  • Identify customer attributes: Learn about customer attributes such as browsers, devices, households, and other characteristics so you can reach your target audience with an ad or personalized message.
  • Import and collect data: Take in data from multiple sources (such as your CRM, marketing analytics, point of sale (POS) system, and publishing partners) as well as your website, mobile app, and other channels using native tags and other integrations.
  • Set up triggers and rules: Personalize messages and inform marketing decisions. For instance, you could set a rule to not display an ad to someone if a user visited a website and made a purchase, since they already completed the desired action.
  • Measure and report on data: Collect performance data from marketing and media channels. Organize and analyze that data to explore trends and create visualizations.

Here are a few potential issues with data management platforms:

  • Cookie considerations: Most data management platforms use cookies, which Apple Safari and Firefox have announced they will no longer support. Chrome also announced that it won’t support cookies after January 2022. Because of this, you’ll want to explore alternate approaches to retargeting and lookalike modeling that don't use cookie data.
  • Privacy regulations: Traditionally, data management platforms do not use personally identifying information. Rather, these platforms use anonymized, unique identifiers such as cookie IDs or user IDs based on certain characteristics (e.g., browser or device). However, regulations like the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) encompass things like fingerprinting using an IP address. Since these regulations still lack many legal interpretations, there remains uncertainty around how they could affect DMPs.

Key considerations for purchasing data management platform software

Data management platforms have been vital to digital advertising for the past 10 years, but there are still some key considerations to keep in mind

  • Cloud vendor embedded functionality: Programmatic ad tech platforms—like those from Facebook, Amazon, or Google—often already have embedded DMP-esque capabilities. However, these functions typically provide aggregated data about audience segments, rather than user-level data.

Market trends to understand

Because data management platforms may be going through some changes, these market trends are important to note:

  • Cookie data dying out: DMPs may be undergoing a necessary evolution due to the fact that most browsers already don't support or will soon cease support for cookies.
  • Built-in ad tech functionality: Many ad tech platforms now include built-in DMP capabilities. If you already use ad tech platforms like Facebook, Amazon, and Google that offer similar audience data, it's worth investigating whether the included functionality meets your needs before investing in a standalone platform.
  • Beware of workarounds: Some ad tech platforms are exploring options to get around cookie data restrictions. Certain platforms are looking at IP address or link decorating (which means adding extra strings to URLs to identify certain behaviors), but these may not be good long-term solutions. Some browsers may also try to prevent these types of loopholes.