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Data Management Platform (DMP) reviews by real, verified users. Find unbiased ratings on user satisfaction, features, and price based on the most reviews available anywhere.

Best Data Management Platform (DMP) Software

Data management platforms (DMPs) are central hubs that store and analyze all of a company’s customer, audience, and marketing data. DMPs help companies make best use of the massive amounts of data they collect by analyzing data from multiple sources and presenting it in easily digestible ways. DMPs are used by ad agencies, marketers, and publishers to create rich, custom data sets and more effectively target users for online advertising. DMPs pull in data from multiple sources, including first-party software—such as CRM software, digital analytics software, and advertising technology like advertiser campaign management software and publisher ad management software products, and ad networks —as well as third-party data providers.

To qualify for inclusion in the DMP category, a product must:

Pull in and store data from multiple sources such as first-party websites and software, third-party data providers, and offline sources
Output data into DSPs, SSPs, and other advertising tools to inform ad buying decisions

Top 10 Data Management Platform (DMP) Software

  • Oracle Data Cloud
  • Lotame
  • SAS/ACCESS® 9.4 Interface to PC Files
  • Salesforce Audience Studio
  • - Data Management Platform
  • Permutive DMP
  • Roku OneView (formerly Dataxu)
  • Google Audience Center
  • MediaMath
  • Nielsen DMP

Compare Data Management Platform (DMP) Software

G2 takes pride in showing unbiased reviews on user satisfaction in our ratings and reports. We do not allow paid placements in any of our ratings, rankings, or reports. Learn about our scoring methodologies.
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(28)4.0 out of 5

Oracle Data Cloud helps advertisers connect with the right customer, personalize every interaction, and measure the effectiveness of each engagement. Oracle Data Cloud creates true cross-channel consumer understanding, so you know more about who your customers are, what they do, where they go, and what they buy.

(41)4.2 out of 5

Lotame is the leading provider of data enrichment solutions for global enterprises. Our connected and patented data technologies, curated second- and third-party data exchanges, and high-touch customer service make us the trusted choice for marketers, agencies and media companies that want to build a panoramic view of their customers and activate across the cookieless web, mobile app and OTT environments. Lotame serves its global clients with offices in New York City, Columbia MD, Argentina, L

SAS/ACCESS is a 9.4 Interface to PC Files that is Seamless, transparent data access., Flexible query language support, Wide range of performance, Metadata integration, Optimization, and Push-down processing to the database

(23)4.1 out of 5

Audience Studio captures and activates your data to strengthen consumer relationships across every touchpoint with a powerful data management platform. Data Management Platform is a technology platform that helps you take full control of all users' data you collect. The platform is used for collecting, organizing and activating big data sets from various sources - from your databases or from your partners’ sources. Thanks to the DMP you can build any audience segment basing on such attributes as age, gender, income, interests or online behavior. You can also share your data with partners and use OnAudience database

(16)4.6 out of 5

The Data Management Platform built for publishers, Permutive Publisher DMP allows you to see, analyze and activate your entire audience in real-time. Permutive uses first-party data giving publishers, for the first time, visibility of their entire audience. Built on Edge computing, Permutive Publisher DMP processes data in real-time so passer-by traffic can be targeted in-session on their first visit. This gives publishers the tools to increase audience match rates, inventory scale and data-dri

(85)3.8 out of 5
Optimized for quick response

A single platform for marketers and content owners to reach more cord-cutters of any platform and measure performance using TV identity data from the No. 1 TV streaming platform in the US to manage to advertise. Advertisers can manage their entire campaigns – including OTT, linear TV, omnichannel, and more – all in one place, and can reach four in five homes in America with OneView Ad Platform.

(14)4.1 out of 5

Audience Center 360 is a data management platform designed to offer the capability to unify data from analytics, ads, email, social, and CRM to better understand and reach customers.

(118)3.9 out of 5
Optimized for quick response

MediaMath is a global technology company that is leading the movement to revolutionize traditional marketing and drive transformative results for marketers through its TerminalOne Marketing Operating System™. A pioneer in the industry introducing the first Demand-Side Platform (DSP) with the company's founding in 2007, MediaMath is the only company of its kind to empower marketers with an extensible, open platform to unleash the power of goal-based marketing at scale, transparently across the e

(14)3.3 out of 5

Nielsen Data Management Platform (Nielsen DMP) helps you better manage, customize, activate and analyze your audience data. You can now continuously adjust your advertising and content across each channel to improve customer experience and marketing performance. 1. Manage Data: Gain a complete view of customers across devices, from what they watch to what they buy 2. Customize, Model and Adapt Audiences: Choose from 60,000 audience segments; model audiences using Nielsen AI adaptive learning te

(13)4.4 out of 5

Jumpstart lifetime value with 1-to-1 marketing

(20)4.0 out of 5

Adobe Audience Manager is the DMP offering within the Adobe Marketing Cloud, and the leading DMP in the market according to the latest report from Forrester. With Adobe Audience Manager, marketers (publishers and advertisers) can build unique audience profiles and view them holistically (360 customer view) across all business units. Key features include integration of online and offline data from every imaginable source (1st, 2nd, and 3rd party data) to deliver a unified view of audiences to ta

(44)4.6 out of 5
Entry Level Price:$0 for 15 days

Web surveys are great for collecting data from literate, computer-savvy, Internet-connected users. For collecting data from the rest of the world, we’ve built SurveyCTO. SurveyCTO is a professionally supported, cloud hosted data collection software that allows you to conduct surveys on mobile devices, even completely offline and off-the-grid, and is packed with intelligent features relevant for public health, M&E, academic research, humanitarian crises, and clinical research, such as error

Oracle BlueKai Data Management Platform offers its customers a solution for managing and activating all their 1st and 3rd party data for use in their marketing and customer interactions.

(13)4.0 out of 5

Signal's technology empowers brands to create better experiences for their customers and greater business value for their enterprise, starting with the first-party data they already own. We help brands understand the consumer journey and deliver more empathetic, relevant and meaningful messages and experiences.

(43)4.1 out of 5

As an omnichannel data powerhouse, V12 Data combines rich data assets with robust technology to provide brands with a seamless and connected customer view. Our solutions bridge the right data across channels to power right time omnichannel engagement when, where, and how a brands’ customers prefer. Our data and technology platform links customer records with our proprietary blend of online, offline and digital marketing data for highly personalized, one-to-one consumer marketing, regardless of d

(14)4.4 out of 5

The Trade Desk empowers buyers at the campaign level with the most expressive bid capabilities in market, full-funnel attribution, and detailed reporting that illustrates the consumer journey from initial impression to conversion.

(34)3.3 out of 5
Optimized for quick response

IgnitionOne Customer Intelligence enables marketers to identify, value, and engage their customers at scale. IgnitionOne Customer Intelligence provides a single platform to leverage customer data from a range of systems to power effective omnichannel targeting and personalization. IgnitionOne Customer Intelligence accumulates data from systems such as the marketer’s website, CRM, point-of-sale, mobile devices, and more -- in real-time -- to enable a true understanding of each individual custo

(27)3.3 out of 5 is the leader in programmatic advertising built for the precision and scale of CTV, addressable, and mobile advertising. works with the world’s largest buyers of localized advertising, including multi-location brands, agencies, local media groups, networks, and trading desks. With over 130,000 active daily campaigns run by more than 30,000 active advertisers,’s clients are able to deliver performance on high volumes of campaigns and provide deep insights into their

(41)3.6 out of 5

A cloud platform that enables marketers to make smarter decisions and precisely execute cross-channel campaigns.

(10)4.8 out of 5

BidTheatre is a software company based in Stockholm, Sweden. Founded in 2012, the company builds and provides BidTheatre DSP, a powerful platform for data driven advertising. BidTheatre DSP provides effective marketing towards your target audiences, providing a rich set of targeting options and valuable insights. BidTheatre serves media buyers in all industries, and is trusted by agencies, publishers, brands and software companies.

(31)3.9 out of 5

You cannot afford to run your business on questionable data. With SAP® Data Services software, you can access, transform, and connect data to fuel your critical business processes. Together, these enterprise-class solutions enable data integration and data quality, providing the right level of insight across your business so you can make better decisions and operate more effectively.

(4)4.9 out of 5

GS1 US is a standards organization that facilitates industry collaboration to improve supply chain visibility and efficiency through the adoption of GS1 Standards.

(4)4.9 out of 5
Entry Level Price:$0/mo

Export your Intercom Conversations to CSV format in one-click. Analyse in Microsoft Excel, Google Sheets or Numbers

(4)4.2 out of 5

Adform’s Data Management Platform (DMP) helps you coordinate and utilize your buckets of siloed data. With our DMP you can confidently capture, categorize, combine and convert their data for real-time decision making with direct top and bottom line growth through effective digital advertising. Ideal for medium to large enterprises in local or global markets.

(3)4.7 out of 5

JetPack Data is a platform which transforms instantly and automatically any data file into analysis.

(3)4.0 out of 5

Neustar PlatformOne is an integrated marketing solution that gives marketers a complete, real-time portrait of their customers and prospects based on accurate data, enabling a personalized dialogue across all marketing channels.

(2)4.5 out of 5

CommCare is a mobile data collection platform

(2)4.0 out of 5

Core Audience is the first software-as-a-service audience management platform built for brands.

(2)3.3 out of 5

Custora is a retail marketing platform that makes it easy to learn about your customers and automatically leverage those insights across marketing touchpoints. Simply put, our software powers sustainable growth by driving revenue from repeat customers. Custora is the only software that identifies, prioritizes, and automates repeatable programs to increase ROI - all with a focus on enabling marketers to more effectively collaborate with their merchandising, finance, CRM, and creative teams.

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High Performers
V12 Data
Roku OneView (formerly Dataxu)
Oracle BlueKai Data Management Platform
Nielsen DMP
SAS/ACCESS® 9.4 Interface to PC Files
Google Audience Center
Oracle Data Cloud
Salesforce Audience Studio - Data Management Platform
Permutive DMP
Pega Marketing
Market Presence

Learn More About Data Management Platform (DMP) Software

What are Data Management Platforms (DMP)?

For companies that collect large amounts of data regarding the impact of marketing and advertising campaigns, data management and analysis is key. Data management platforms (DMPs) help companies store and analyze data that can come from multiple sources. Since advertising and marketing campaigns, as well as customer and audience sentiment and reactions, are ever-changing, DMPs are crucial to companies for quick and easy analysis.

DMPs are used for customer insight development, targeted media buying, CRM software optimization, and marketing content optimization, just to name a few. Due to the breadth of DMP functionality, businesses across industries must make sure to align their goals with what a DMP can offer. Specific companies have different reasons for managing data, and must make sure their DMP organizes, analyzes, and presents customer data in an effective way. Depending on a company’s particular industry, the type of data gathered and the way it is used will vary. As you consider adopting this technology, be aware of what data you need to gather and access, as well as what works well for your particular industry.

Key Benefits of DMPs

  • Improve audience data collection, organization, and utilization
  • More effectively market and prospect potential customers
  • Customize content gathered from a CRM or other data sources
  • Improve channel and campaign flexibility
  • Generate unique audience insights

Why Use DMP Software?

Cross-referencing first- and third-party data can lead to extremely positive results for marketers. Examining both types of data provides opportunity to hyper-target and hyper-personalize marketing toward customers, helping deliver the right message at the right time. That being said, it’s important to note that DMPs integrate first- and third-party data differently from one another. Integration of data is such a priority for businesses because it helps create rich, well-rounded customer profiles, allowing marketers to create more thoughtful, targeted messages. When shopping around for a customer data platform, understand how data can be input and exacted from the platform.

Benefits that users said they received from implementing and using DMPs include a unified data hub and a higher accuracy in audience targeting and segmentation.

Data hub — DMPs are, by definition, centralized storage hubs for behavioral data. Many reviews left for the products in this category discuss the effectiveness of those hubs. As your business scales, you are likely to cull marketing data, user data, and audience data from various channels using a diverse stack of software. Just as master data management software is designed to centralize and manage internal operations data, these tools help to manage consumer insights in one convenient place. DMPs will often integrate with CRM platforms so that valuable marketing-based information can be exported as CRM data.

More accurate targeting — Segmentation and targeting of customers needs to be accurate, or companies face losing customers. Tracking audience data in response to advertising and marketing campaigns significantly helps retargeting efforts, especially if a company wants to expand their audience. Collecting data from a variety of sources helps businesses create robust customer profiles, enabling them to better understand who they are targeting. Also, when determining the direction of a campaign, a larger data set typically leads to better results, and assists greatly in advertising efforts and placements.

Who Uses DMPs?

The high-level insights made possible with these tools are especially useful for certain departments within an organization. The following are the ideal users of this technology.

Marketers — For a digital marketing team involved with programmatic ad buying and campaign development, there is no limit to the amount of consumer insights that are worth collecting. Marketers can leverage the audience data within these platforms to make educated choices in the messaging, timing, and placement of advertisements on digital channels. From content marketing to location-based mobile ads, each decision needs to be carefully thought out, due to the resources and effort involved. Having this far-reaching consumer data in one convenient location is a boon for marketers seeking to make the most of every campaign.

Sales — There is a plethora of sales software designed to give these teams a leg up on the competition and perform at the highest level. Data management platforms can complement these solutions by giving sales teams a deeper understanding of target customers and the channels they frequent. While marketing teams leverage this centralized data for digital advertising campaigns, sales leaders can use it to refine outreach tactics and assemble the best possible list of leads. The sales and marketing departments should work in tandem to ensure that messaging is aligned and the needs of customers met. Sharing the insights that are gathered on DMPs can go a long way in unifying these efforts.

Product — A product strategy should never stop evolving. When a product team has a firm grasp on brand reputation, customer behaviors, and audience demographics, they can deliver the right offerings at the optimal time, and shape these products and services around the consumers who stand to benefit. This also goes for executive teams and others involved with plotting the direction of a brand’s offerings or marketing. Having easy access to audience data from a wide array of sources helps decision-makers keep a finger on the pulse of their most valuable assets: the consumers.

DMP Features

Marketing is the first step in the customer journey. The powerful software in this category can help light the way for successful marketing by giving brands a complete view of their target market, from social media to their favorite mobile apps. It also provides a window into the successes and failures of ongoing marketing efforts. The following are some common features of DMPs that enable a business to understand the customer experience so that they can communicate their message more clearly than ever.

Audience data and insights — Analytics are a key piece in the DMP puzzle, allowing you to contrast your audience against first- and third-party data sources. This helps you learn more about who they are and how they engage with your content. Each platform offers different insights on audience behavior, demographics, and interests in relation to your branding and marketing. It is important to determine which system aligns with your goals to build a well-informed target audience. Depending on your reach and active marketing channels, your audience will vary in size and complexity, and so will the analytics you collect.

Data integration — Tools in this category provide first-party data integration with ad servers, DSPs, and SSPs, and other data sources for inbound and outbound data transfer. They may also offer second- and third-party integration. Second-party integration allows the user to combine first-party data with additional first-party unstructured data of strategic partners. Third-party integration involves integrations with external data providers, and the real-time import of their structured and unstructured data. Examples of these are businesses such as ad agencies and companies with similar clients, as well as open source databases on the web.

As DMP solutions collect this disparate data, they will unify the information into a single customer view, so users can manage the analytics without the need for multiple windows or separate tools. Users can program these tools to standardize second- and third-party data from different sources and agencies so it enters the system in the company’s preferred format. Administrators can also create filters to weed out unnecessary data points during the transfer.

Data cleansing — A number of apps in this category include technology for cleaning and enriching data as it enters the system. This can include processes like fixing typos, deduping/merging leads, and autocorrecting the formatting of data to fit your company’s preferences. The cleansing features in some cases will automatically normalize the field values in your data. Some products offer exception management tools, which scan your databases and correct anomalies that found their way into the system.

Account and lead scoring — Analytics tools within DMP products have a variety of benefits to the user. Among these is the creation of customer segments for future marketing. With a thorough data analysis, you can create unique user profiles and prioritize certain groups that are most likely to respond positively to your marketing. This allows for not only advanced targeting in your marketing strategy but also an increased focus on personalization for these high-ROI clients. Furthermore, agencies can streamline their pipeline with lead routing and account assignment features in some platforms. Some platforms take advantage of modern machine learning software to help companies define and reach their optimal audience.