Data Management platform: Best 15 major DMP platforms in 2022

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Last updated on December 17th, 2022 at 02:01 pm

‘Data management platform’ (DMP) refers to a group of tools designed to collect and manage data from a wide variety of sources and to provide information about what is happening in various data streams.

Data Management platform:

In fact, the name ‘data management platform’ can be a bit confusing. Because it gives the impression of being a general-purpose product for data scientists that is compatible with all types of data. However, this term is used frequently in the marketing field, so many DMPs on the market have specialized functions in the marketing field. Examples include the ability to manage data feeds generated by various advertising channels and help marketers spend their money.


This shift is happening because modern data-driven marketing teams must explore multiple interconnected data sources and multiple data formats. Key sources of data include advertising marketplaces that distribute statistics on audience interactions and user click-through rates, sales software systems that contain information about customer purchases, and websites that track communications. All of this data can reach terabytes in capacity, and data management platforms (DMPs) can help marketers get their job done.

DMP can also be beneficial in areas other than marketing. It excels at interacting with a wide range of databases, data lakes, data warehouses, etc., collecting and organizing data streams, and integrating multiple pieces of information. In fact, some DMP tools are used to collect and manage data in laboratories, manufacturing plants, government agencies, etc.

15 major DMP platforms

Some DMPs specialize in generating reports with sophisticated infographics. However, there are many more DMPs that are solely for the purpose of data collection and integration. Analysis and presentation tasks are structured around data science and other tools specialized in analytics.

Meanwhile, a cousin of the DMP called CDP is developing recently. CDPs are usually designed to track each customer. They often use third-party data sources to determine who sees ads or visits websites.

Although it is not an official definition, there are opinions that try to distinguish between CDP and DMP. Whereas DMPs provide generic, anonymous answers about a market segment or a large audience, CDPs are a platform focused on each individual. In the end, however, some view that a platform that can answer both types of questions is more useful.

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15 major (DMPs) Data Management platforms

Let’s look at some of the data management platforms on the market today in alphabetical order. There are many more focused on the marketing team, but some are more general tools that can handle all sorts of data science tasks.

15 major (DMPs) Data Management platforms

Adobe Audience Manager

Businesses that use Adobe’s tools or various advertising platforms such as Experience Cloud can use Adobe’s Audience Management software to gain insight into the performance of various advertisements or promotions. Deep integration starts with first-party sources such as Storefront, CMS-based web channels, and email campaigns, and moves to second-party or third-party sources such as Adobe.


Advertisers and agencies can use what BidTheatre calls a ‘demand side platform’. The system allows organizations to configure and distribute banners, videos and native advertisements via their own CDN. Reports generated by Bid Theater compare multiple channels to provide data-driven performance insights. It is an integrated platform that can be used for both advertisement creation and performance monitoring.

Google Audience Center (GAC)

If targeting Google, YouTube, or other ad networks, the GAC to track the performance of different ads across all channels. When using this reporting feature, users can use Analytics 360 to analyze individual figures for greater insight. Additionally, the tool and Studio, a portal for creating new advertising campaigns, are integrated with each other.


The Lotame data management platform aims to track marketing performance amid growing concerns about privacy and the use of cookies. Rotame’s platform may collect first-party data and fuse it with other background information from second and third parties. There is also the Panorama identity management system, which tags and tracks locations and activities around the world. 

Rotame also operates its own marketplace, connecting buyers and sellers of its digital audience. 

Microsoft Customer Insights and Marketing

Dynamics 365 is Microsoft’s largest collection of business intelligence products. Two parts, Customer Insights and Marketing , are responsible for providing marketing information across CDP and DMP.

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According to the company, customer insights and marketing connects with a wide range of first-party, second- and third-party data sources, including major advertising platforms, to track potential customers and fuse this information to tailor individual buyers. provide experience. Microsoft is also leveraging its many AI in-depth experiences to improve the targeting and classification of these tools.

OnAudience (OA ) Advertisers using

OnAudience build an understanding of their audience through data gathered from multiple sources. GDPR and CCPA compliant tools create custom segments based on shared demographics, interests, proven intents or purchasing plans. This precise process opens up opportunities to market directly to people with similar needs

OA, meanwhile, also helps early users by presenting audience segments such as ‘design lovers’ or ‘summer report fans‘.

Oracle Advertising and Customer Experience (OACE)

Oracle has been merging technologies from BlueKai, Moat, AddThis, and other Oracle products. A relatively simple data management tool has grown into a portal that tracks the performance of digital advertising across multiple channels. Oracle is OACEThis is the background for suggesting a new name. Integrate data from a wide range of sources to help optimize the value of your ad spend.

Pega Pega

has built a low-code platform for designing and executing digital marketing campaigns. Cloud-hosted tools let you manage customer interactions and deliver the right message at the right time. 

The platform will allow teams to customize their sales workflows and analyze which steps deliver the best results. There are also RPA tools that simplify background tasks such as order management.


Permutive ‘s DMP is a platform designed to prepare for increasingly stringent privacy-related regulations. It also helps publishers and advertisers measure performance. This allows publishers to pass primary data to advertisers without privacy concerns. Advertisers have access to performance-tracking information across multiple public platforms on the web.

Roku OneView (Roku OneView)

Roku is familiar as a maker of streaming video devices, but also runs an advertising business. The company acquired Dataxu ,It was named (OV). Modern advertisers can use this data management platform to track the performance of their campaigns. It provides streaming service identity and has a single, coordinated reporting mechanism that can track multiple devices.

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SAS Data Management (DM)

SAS’ data management (DM) tools are designed to integrate deeply with multiple data sources, including data lakes, data pipes like Hadoop, data fabrics, and simple databases. Integrated Process Designer (IPD) is a visualization tool for creating data flows for report generation. In the process, it collects, organizes, and maintains metadata to help debugging and ensure data integrity. is a tool used by large corporations and advertising buyers to manage workflows that integrate purchasing and tracking of multiple media . The platform is integrated across digital venues such as search and social media and multiple legacy markets such as print, cable TV, radio and broadcast.  The goal is to make it easier for large advertisers to run and coordinate large-scale campaigns across multiple media channels. The platform also has built-in functionality to process billing and payments.  Snowflake

This universal platform serves as a data warehouse and data lake for all common data streams. The company currently serves a wide range of companies from the financial sector to manufacturing and retail. Of course, marketing is also included. Snowflake also operates a large data marketplace where third parties sell data to populate reports .

Survey CTO

One common way to test market sentiment is to gather information directly from customers. Survey CTO is a platform that organizes and automates many details to distribute questionnaires and collect responses. It can be done online or offline via a device such as a tablet or smartphone. Once the data is collected, the system can generate reports and infographics or share the data with other tools such as Zapier, Stata and SPSS.


Credit rating company TransUnion also has TruAudience (TruAudience; formerly known as Signal) helps marketing teams reveal their ‘identity resolution capabilities’. This product fuses this data with information collected from third parties, such as streaming audio or video providers. The goal is to create a diverse ‘audience’ defined by traits or habits, and then target them across multiple platforms.

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