Data Management Platform

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(DMP) A centralized system for gathering first-party data, integrating with third-party data and applying this data to an advertising strategy. Advertisers use DMPs to analyze clicks and impressions and gain insights while planning media buys to build data segments for targeting. Publishers use DMPs to gain audience insights, target more precisely (to add value and attract higher CPMs on impressions) and sell data, among other reasons. (Interactive Advertising Bureau of Canada)

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September 26, 2017
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