Audience Segmentation

What is a data management platform (DMP)? A Data Management Platform (DMP) is a centralized system that gathers, organizes, and activates large datasets from multiple sources to support audience targeting and measurement. As third-party cookies fade, DMPs help brands get more value from first-party data and compliant cookie tracking practices.

Audience segmentation is the process of dividing a broad audience into groups that share traits you can act on. Those traits may be demographic, behavioral, psychographic, or geographic. The point is not more labels. The point is a different message, bid, offer, or exclusion. Segmentation pairs with audience targeting and