DMPs are used to collect, store, and segment data from various sources, such as website interactions, CRM systems, and offline data. They are mainly used for advertising and marketing purposes, to help target users with relevant ads and content.
While DMPs are still widely used, the trend of data centralization and increasing focus on customer data privacy has resulted in the emergence of new technologies like CDPs (Customer Data Platforms) which combine the functionality of a DMP with additional capabilities such as data unification and activation. Some companies may choose to use CDPs instead of DMPs, or they may use both in conjunction to take advantage of their different capabilities.
It's important to note that DMPs and CDPs are not mutually exclusive, and the choice to use one or the other is based on the specific needs of a company. DMPs are still widely used, and have a specific role in data management for advertising and marketing and for companies that have a large amount of data from different sources and want to use it specifically for advertising/marketing purpose, DMPs are still a good solution.
Having said this, your DMP is being sunset, what is next?
Steps to go from DMP to CDP
If your DMP (Data Management Platform) is deprecated, you will need to take some steps to move your audience data to a CDP (Customer Data Platform).
Here are some general steps you can take:
- Export your audience data from your DMP: This will typically involve creating segments or lists of users that you want to export, and then downloading the data in a format that can be imported into your CDP.
- Prepare your CDP for import: This will involve setting up any necessary fields and mappings in your CDP, so that the data can be properly imported and organized.
- Import the audience data: Use the exported data to import it into your CDP. This can be done through the CDP's API or through a file import.
- Verify the import: Once the data is imported, you will want to verify that the data is accurate and complete, and that all necessary fields have been imported correctly.
- Configure your CDP to use the imported audience data: You will need to configure your CDP to use the imported audience data for targeting and personalization.
- Test the audience segments in your CDP and ensure that everything is working correctly before taking it live.
Please note that the process may differ depending on the specific DMP and CDP you are using, and it's always best to reach out to their respective vendor's support team for guidance.