Definition: a Data Management Platform (DMP) allows the pooling of data, their use and their analysis in order to help brands better understand their environment. Different categories of data are listed. The first, called “First Party”, are all the browsing data collected on the company's website, web journey data, exposure to online advertisements or emails tracked thanks to Adservers, data mobile applications, data relating to social networks and data stored in the CRM. The second are additional data provided by third parties through partnerships between two or more companies. The DMP analyzes all these various data, brings them together, determines their relevance to help companies deploy targeted communication campaigns and script both its actions to win new customers and to build customer loyalty.
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