In the ad tech world, there are a lot of acronyms. In this series, we’ll discuss the DMP – or Data Management Platform. In the digital landscape, DMPs are fairly established and standardized, but in the television world, they operate differently, simply because television and digital media are different.
A DMP is a centralized computing system for collecting, integrating, and managing large sets of structured and unstructured data from disparate sources. First, data goes in, then it gets manipulated, normalized, and prepared in an easy to use manner that makes it actionable. In television, the design, functionality, and utility of a DMP are different than in other environments.