Programmatic Advertising: DSP vs. DMP

The future is within programmatic communication. The systems we use today for  programmatic advertising can used for it. But what does all these acronyms means and do I need both, a DSP (Demand Side platform) and a DMP (Data Management platform)?

See also Performance Advertising Simplified

A question which is raising up more and more. Many marketers say yes… but it is a yes and no. If you want to do programmatic advertising you need a DSP to interact with the data exchange (ad-exchange and / or ad-networks).

A DMP was original only to collect data into one single platform. Meanwhile a DMP is also doing analytics, so having a DMP makes much sense. You can use your own or the DMP of your agency if there is a need for one. Maybe you have already centralized data and do not need them so much to steer your campaigns because you are doing more branding than hardly performance driven campaigns for example. Then you don’t need a DMP and can work only with a DSP. It depends at the end of the day on the amount of data and what data you need.

There is another aspect against an own DMP… maybe your DSP is offering (partly) what a DMP is doing and this is enough for your.

If you are working with more than one DSP, I would highly recommend a DMP to make sure the data exchange is working and you will not end in loosing data.

A DMP makes much sense, have a look what you need today and what tomorrow. Think about your business and marketing strategy as well as if you can use shared resources instead of using an own DMP.

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Customer Experience & Digital Transformation