People are often asked: ” What is the difference between CDP and DMP?” In this post, they’ll discuss how the data management platform (DMP) is better than customer data platforms (CDP) because it offers so many different benefits.
What is DMP and CDP?
A DMP is an online advertising platform that collects, stores, and analyzes data. It is used to target ads to users based on their data profiles. For example, if you have a DMP and the advertiser knows your age range and interests, they can target you with ads for clothes or other products related to your age group.
A CDP also collects data about its users’ preferences—but this information is usually collected offline. For instance, if you bought a product at an electronics store once, that store may be able to use your name in their marketing database along with information like what type of device you purchased and how much money you spent on it (if any).
They might even send out emails asking whether or not you would like more discounts on similar devices in the future. Adobe Real-Time CDP professionals, “A customer data platform (CDP) builds a robust, varied picture of clients by collecting data from a wide variety of sources.”
When it comes to data collection, DMPs have an advantage over CDPs. DMPs collect data from more sources and use more types of data than CDPs.
For example, a DMP can collect behavioral and location data from your website, device ID information from mobile applications, and email addresses from online newsletters or marketing campaigns. By collecting these different types of information (as well as other sources of information like CRM systems), a DMP is better able to target consumers with relevant ads based on their interests.
- Customer profiles are more accurate.
- You can use them to target customers individually or create segments (groups) of similar customers based on their profile data, which allows you to deliver content specifically tailored to each segment’s needs and interests.
- Customer profiles also help to personalize content so that it’s more relevant to each individual reader who comes across your blog post or newsletter.
DMP is better than CDP for several reasons, including the following:
- Data accuracy. Data is more accurate and comprehensive in DMPs because they have access to a wider variety of sources, which means less chance that important data will be missing or inaccurate.
- Customer data security. The way that customer profiles are stored and accessed makes them less vulnerable to hackers or other attacks on your information security practices—a greater concern with CDNs because they hold more customer data than DMPs do.
- Easy access to customer insights. With a CDP, you may not even know who your best customers are if they haven’t been identified as such by you (or others). With a DMP, however—and especially when it’s combined with AI—you can easily see which customers are most valuable and what kind of content they like most, so you can tailor offers accordingly!
The fact is, DMPs are a better solution for brands than CDPs. They offer valuable customer insights, but they do so much more. With the right data management platform (DMP), marketers can leverage all kinds of data points in order to make smarter decisions about their marketing strategies and get better results from those efforts.