Data and profile

DMP

Data Management Platform

A DMP organizes mainly pseudonymous signals and audiences for advertising buying and activation. Its historical model depends on identifiers with a limited lifetime.

When it applies: It applies to advertising use cases that still rely on pseudonymous segmentation, audience taxonomies, and connections to media platforms.
What it is confused with: A DMP is not simply an old CDP. A CDP starts with first-party data and persistent profiles; a DMP grew around advertising signals and cookies.
Architecture consequence: Durable customer identity and consent should not be designed around advertising identifiers. Treat the DMP as a specialized consumer, not the master record.

Related concepts

CDP
Activation
RCS