What is a Data Management Platform?

Big Data has created exciting new ways for publishers, marketers and agencies to buy, sell and manage audience data. There is so much valuable information available that can be unlocked and utilized to make advertising more effective, monetize content and increase customer engagement. However, while more and more behavioral data is created, publishers, marketers and agencies can be overwhelmed by it.

How do you capture all of this valuable audience data, shape it into insights and then activate it to drive outcomes? This is the Power of Lotame — the Power of a Data Management Platform (DMP).

Lotame’s data management platform (DMP) is the backbone of data-driven marketing, and serves as a unifying platform to collect, organize, and activate your first- and third-party audience data from any source, including online, offline, or mobile.

Our Cross-Device Data Management Platform collects unstructured audience data from any source, including:

  • Mobile web
  • Mobile apps
  • Behavioral and demographic data
  • Web analytic tools
  • CRM data sets
  • Point of sale data
  • Social
  • Online video
  • TV data

A data management platform collects audience data based on specific behaviors (such as click, download, upload video, video completion), interests (examples include sports, football, parenting, museums, travel), or demographic information. These data points can be used to better understand your audience, create effective RFP responses, enrich your audience using third-party data and extend your audience reach to address campaign commitments.

Lotame’s data management platform (DMP) enables publishers and marketers to identify and classify audience segments at a significantly deeper level and to gather an extra layer of data about their audience, regardless of the data source. Lotame’s DMP allows users to create custom audience segments using first- and third-party data, learn valuable insights about each audience to inform campaign, content, and creative planning and development. Our cross-device technology means you can reach your audience anywhere, anytime.

Your company already has a mountain of data. Let Lotame’s data management platform help you make sense of this data, to turn that mountain into a goldmine.