Data in Digital Advertising: Understand the Data Landscape and Design a Winning Strategy by Kosorin Dominik
Author:Kosorin, Dominik [Kosorin, Dominik]
Language: eng
Format: epub
Publisher: Dominik Kosorin
Published: 2018-03-12T16:00:00+00:00
Chapter 5 – Introduction to data management platforms
D ata management platform (DMP) is a complex piece of software used to collect, store, classify, analyze, and distribute large quantities of data. It is a cornerstone technology for larger organizations when it comes to advertising data management, with rapidly increasing adoption. Given both their importance and complexity, full two chapters of this book are dedicated to DMPs. This chapter will give a general overview of the most important aspects and capabilities, broadly grouped into data collection, data classification, analysis & reporting, data modeling, data distribution, implementation & user rights management, cross-device, and privacy regulation compliance. Chapter 6 will then follow up with profiles of top DMP vendors.
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