In the world of programmable advertising the main driver is technology. And as new technology channels facilitating life of digital-marketers, are constantly developed, the industry in a whole is moving towards completely new and most successful practices.

One of the recent changes occurred in the field of mobile advertising. Since smartphones have become extremely popular, and most people use predominantly mobile devices such as iPhone, for surfing the Internet, marketing and programmatic industry are focused on mobile devices.

Another shift in the chain of programmatic values is associated with the emergence of data management platforms. Let's try to understand why role of DMP in programmatic is so important.


Digital data management platforms are effective and thorough means for gathering information about users and publishers, which marketers use to benefit their campaigns. That is what makes data management platforms such an important element. DMP can be used, for example, to control the anonymous identifiers (cookies) that provide a huge amount of useful information about the different types of users who visit certain websites. On the basis of these IDs, purchase history, browsing habits, etc. marketers can create a complete database, not just of men aged 30-60 years, but those who are interested in electronics.

Data Management Platform also allows marketers to connect several different services together. For example, DMP owned by the company Auditorius, is able to compile information and data on users activity from advertising networks, ad exchanges, DSP and other sources. By combining the information about the target audience obtained from the data, it is possible to draw a clear picture of effective and ineffective techniques.


Armed with the right information, the marketer knows exactly to which direction he should move in order to achieve his goals. Do you have a product that might interest young women aged from 15 to 30 years old? DMP assures you that you will know exactly what to do in order to make contact with your target audiences.

In essence, DMP provides marketers with a kind of a road map, they need to make sure that the advertising budget is spent correctly. All this is very closely linked with programmable marketing, which helps to find new and increase the loyalty of existing customers, and to ensure repeat sales. Publishers can use the data provided by DMP, to learn, for example, which advertiser is better, or to determine which users will view the ads on their phones, rather than on the traditional desktop.

DMP advantages are obvious. This is control and safety of data, competent segmentation of information and analysis, as well as a deep understanding of the target audience. All market players can use data management platform for various purposes. Publishers can store their own data and monetize it, advertisers - to buy "media advertising" on the basis of their data, analyze the audience and carry look-alike-modeling, and agencies - to store data of users in one place and create transparent accounting.

"Big data" have always existed, but we are able to manage it globally only just now. DMP realizes this opportunity. The amount of data is constantly growing, and platforms, the use of which in the coming years will be a decisive advantage on the market of programmable advertising, need to evolve. After all, only by mastering the large amounts of data, it is possible to succeed in the rapidly developing world of advertising.