# Best Data Management Platforms (DMP) for Small Business

*By [Yukta Rustagi](https://research.g2.com/insights/author/yukta-rustagi)*


Products classified in the overall Data Management Platform (DMP) category are similar in many regards and help companies of all sizes solve their business problems. However, small business features, pricing, setup, and installation differ from businesses of other sizes, which is why we match buyers to the right Small Business Data Management Platform (DMP) to fit their needs. Compare product ratings based on reviews from enterprise users or connect with one of G2's buying advisors to find the right solutions within the Small Business Data Management Platform (DMP) category.

In addition to qualifying for inclusion in the Data Management Platforms (DMP) category, to qualify for inclusion in the Small Business Data Management Platforms (DMP) category, a product must have at least 10 reviews left by a reviewer from a small business.






## G2 Grid® for Data Management Platforms (DMP)
![G2 Grid® for Data Management Platforms (DMP) plotting products by satisfaction and market presence](https://www.g2.com/categories/data-management-platform-dmp/grids.png?focus%5B%5D=92223&focus%5B%5D=109733&focus%5B%5D=39440&focus%5B%5D=52001&focus%5B%5D=126174&focus%5B%5D=97996&focus%5B%5D=56358&focus%5B%5D=5010)
Highlighted products: PreciseFP, Versium REACH, Google Audience Center, Oracle Data Cloud, AdLib DSP, Permutive, OnAudience.com - Data Management Platform, and Simpli.fi.
Underlying data: [Grid® JSON](https://www.g2.com/categories/data-management-platform-dmp/grids.json?focus%5B%5D=precisefp&focus%5B%5D=versium-reach&focus%5B%5D=google-audience-center&focus%5B%5D=oracle-data-cloud&focus%5B%5D=adlib-dsp&focus%5B%5D=permutive&focus%5B%5D=onaudience-com-data-management-platform&focus%5B%5D=simpli-fi&segment=small-business)


## How Many Data Management Platforms (DMP) Products Does G2 Track?
**Total Products under this Category:** 159

### Category Stats (Jul 2026)
- **Average Rating**: 4.25/5 (↓0.01 vs Jun 2026) The average rating of products in this category, based on all submitted ratings
- **Top Trending Product**: SurveyCTO (+0.05%) - Among all products in this category, SurveyCTO recorded the largest rating increase compared to last month
*Last updated: July 25, 2026*


## How Does G2 Rank Data Management Platforms (DMP) Products?

**Why You Can Trust G2's Software Rankings:**

- 30 Analysts and Data Experts
- 2,200+ Authentic Reviews
- 159+ Products
- Unbiased Rankings

G2's software rankings are built on verified user reviews, rigorous moderation, and a consistent research methodology maintained by a team of analysts and data experts. Each product is measured using the same transparent criteria, with no paid placement or vendor influence. While reviews reflect real user experiences, which can be subjective, they offer valuable insight into how software performs in the hands of professionals. Together, these inputs power the G2 Score, a standardized way to compare tools within every category.


## What Are the Top-Rated Data Management Platforms (DMP) Products in 2026?
### 1. [PreciseFP](https://www.g2.com/products/precisefp/reviews)
PreciseFP is an automated, customizable data-gathering solution that helps Financial Advisors engage clients and gather critical data with ease.


**Average Rating:** 4.7/5.0
**Total Reviews:** 46
**How Do G2 Users Rate PreciseFP?**

- **Ease of Admin:** 8.4/10 (Category avg: 8.4/10)
- **Internationalization:** 7.5/10 (Category avg: 8.4/10)
- **Performance and Reliability:** 9.0/10 (Category avg: 8.8/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 5.8/10 (Category avg: 10/10)

**Who Is the Company Behind PreciseFP?**

- **Seller:** [PreciseFP](https://www.g2.com/sellers/precisefp)
- **Year Founded:** 2007
- **HQ Location:** Holmdel, New Jersey
- **Twitter:** @precisefp (1,146 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/precisefp---spectrum-input-llc-/?trk=top_nav_home (3 employees on LinkedIn®)

**Who Uses This Product?**
- **Top Industries:** Financial Services, Investment Management
- **Company Size:** 96% Small-Business, 2% Mid-Market



#### What Are Recent G2 Reviews of PreciseFP?

**"[Can't Do Without Precise FP](https://www.g2.com/survey_responses/precisefp-review-10787605)"**

**Rating:** 5.0/5.0 stars
*— Phil B.*

[Read full review](https://www.g2.com/survey_responses/precisefp-review-10787605)

---

**"[Better than our CRM for Client Data](https://www.g2.com/survey_responses/precisefp-review-8169554)"**

**Rating:** 5.0/5.0 stars
*— Verified User in Financial Services*

[Read full review](https://www.g2.com/survey_responses/precisefp-review-8169554)

---


#### What Are G2 Users Discussing About PreciseFP?

- [What is PreciseFP used for?](https://www.g2.com/discussions/what-is-precisefp-used-for) - 1 comment

### 2. [Versium REACH](https://www.g2.com/products/versium-reach/reviews)
Versium REACH is a B2B2C marketing data platform that helps marketers find, enrich, and activate the right audiences — faster and with greater accuracy than traditional data providers. Versium REACH cab append 100+ consumer and business attributes to your contact lists, dramatically improving match rates across paid media and contact rates across email, SMS, direct mail, and more. Customers see up to a 520% improvement in match rates, enabling better targeting, less wasted spend, and more pipeline from every campaign. Built for modern marketing stacks, the Versium REACH MCP Server is AI-compatible, and robust Versium APIs integrate with the tools your team already uses. What Versium REACH helps you do: -Enrich and cleanse contact lists at scale -Improve custom online audience match rates across ad platforms -Activate AI-ready data pipelines for smarter workflows -Connect business and consumer personas with identity resolution


**Average Rating:** 4.8/5.0
**Total Reviews:** 38
**How Do G2 Users Rate Versium REACH?**

- **Ease of Admin:** 9.6/10 (Category avg: 8.4/10)
- **Internationalization:** 10.0/10 (Category avg: 8.4/10)
- **Performance and Reliability:** 9.8/10 (Category avg: 8.8/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 10/10 (Category avg: 10/10)

**Who Is the Company Behind Versium REACH?**

- **Seller:** [Versium](https://www.g2.com/sellers/versium)
- **Company Website:** https://versium.com/
- **Year Founded:** 2012
- **HQ Location:** Redmond, WA
- **Twitter:** @versiumsocial (734 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/2913619/ (23 employees on LinkedIn®)

**Who Uses This Product?**
- **Top Industries:** Real Estate, Information Technology and Services
- **Company Size:** 61% Small-Business, 42% Mid-Market


#### What Are Versium REACH's Pros and Cons?

**Pros:**

- Accuracy (1 reviews)
- Accurate Data (1 reviews)
- Affordable (1 reviews)
- Automation (1 reviews)
- Contact Information (1 reviews)



### What Do G2 Reviewers Say About Versium REACH?
*AI-generated summary from verified user reviews*

**Pros:**

- Users commend the **high accuracy** of Versium REACH, appreciating its effective field mapping and ease of use.
- Users commend the **accurate data** provided by Versium REACH, praising its ease of use and high matching rate.
- Users value the **affordability** of Versium REACH, especially for small batch appends and cost-effective pre-buy credits.
- Users value the **automation features** of Versium REACH, enabling efficient data appends and competitive advantages.
- Users value the **accurate contact information** provided by Versium REACH, enhancing their competitive advantage in data appending.


#### What Are Recent G2 Reviews of Versium REACH?

**"[Comprehensive Data Enrichment with Exceptional Support](https://www.g2.com/survey_responses/versium-reach-review-12968299)"**

**Rating:** 4.5/5.0 stars
*— Rob T.*

[Read full review](https://www.g2.com/survey_responses/versium-reach-review-12968299)

---

**"[Effortless Integration with Impressive Data Accuracy](https://www.g2.com/survey_responses/versium-reach-review-12841688)"**

**Rating:** 5.0/5.0 stars
*— Verified User in Real Estate*

[Read full review](https://www.g2.com/survey_responses/versium-reach-review-12841688)

---



### 3. [Google Audience Center](https://www.g2.com/products/google-audience-center/reviews)
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.


**Average Rating:** 4.1/5.0
**Total Reviews:** 16
**How Do G2 Users Rate Google Audience Center?**

- **Ease of Admin:** 8.3/10 (Category avg: 8.4/10)
- **Internationalization:** 8.5/10 (Category avg: 8.4/10)
- **Performance and Reliability:** 8.9/10 (Category avg: 8.8/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 3.3/10 (Category avg: 10/10)

**Who Is the Company Behind Google Audience Center?**

- **Seller:** [Google](https://www.g2.com/sellers/google)
- **Year Founded:** 1998
- **HQ Location:** Mountain View, CA
- **Twitter:** @google (31,899,995 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/1441/ (341,888 employees on LinkedIn®)
- **Ownership:** NASDAQ:GOOG

**Who Uses This Product?**
- **Company Size:** 78% Small-Business, 11% Mid-Market



#### What Are Recent G2 Reviews of Google Audience Center?

**"[Good tool for getting information about users](https://www.g2.com/survey_responses/google-audience-center-review-7682672)"**

**Rating:** 4.0/5.0 stars
*— Ben V.*

[Read full review](https://www.g2.com/survey_responses/google-audience-center-review-7682672)

---

**"[Google Audience Center Review](https://www.g2.com/survey_responses/google-audience-center-review-7702986)"**

**Rating:** 4.5/5.0 stars
*— Rishabh C.*

[Read full review](https://www.g2.com/survey_responses/google-audience-center-review-7702986)

---


#### What Are G2 Users Discussing About Google Audience Center?

- [What is Google Audience Center used for?](https://www.g2.com/discussions/what-is-google-audience-center-used-for)

### 4. [Oracle Data Cloud](https://www.g2.com/products/oracle-data-cloud/reviews)
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.


**Average Rating:** 4.0/5.0
**Total Reviews:** 38
**How Do G2 Users Rate Oracle Data Cloud?**

- **Ease of Admin:** 8.3/10 (Category avg: 8.4/10)
- **Internationalization:** 9.0/10 (Category avg: 8.4/10)
- **Performance and Reliability:** 9.2/10 (Category avg: 8.8/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 10/10 (Category avg: 10/10)

**Who Is the Company Behind Oracle Data Cloud?**

- **Seller:** [Oracle](https://www.g2.com/sellers/oracle)
- **Year Founded:** 1977
- **HQ Location:** Austin, TX
- **Twitter:** @Oracle (827,997 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/1028/ (208,078 employees on LinkedIn®)
- **Ownership:** NYSE:ORCL

**Who Uses This Product?**
- **Top Industries:** Marketing and Advertising, Information Technology and Services
- **Company Size:** 36% Mid-Market, 33% Enterprise


#### What Are Oracle Data Cloud's Pros and Cons?

**Pros:**

- Analytics (1 reviews)
- Ease of Understanding (1 reviews)
- Ease of Use (1 reviews)
- User Interface (1 reviews)

**Cons:**

- Expensive (1 reviews)


### What Do G2 Reviewers Say About Oracle Data Cloud?
*AI-generated summary from verified user reviews*

**Pros:**

- Users find the **data visualization** in Oracle Data Cloud's analytics excellent and easy to understand, enhancing usability.
- Users find the **ease of understanding** in Oracle Data Cloud's analytics and data visualization highly beneficial.
- Users appreciate the **ease of use** of Oracle Data Cloud, particularly enjoying its intuitive analytics and data visualization.
- Users appreciate the **intuitive user interface** of Oracle Data Cloud, making analytics and data visualization easy to understand.

**Cons:**

- Users find the **cost to be high** compared to alternatives, making it a less attractive option.

#### What Are Recent G2 Reviews of Oracle Data Cloud?

**"[A great versatile platform for data management](https://www.g2.com/survey_responses/oracle-data-cloud-review-7804157)"**

**Rating:** 4.5/5.0 stars
*— Ravi B.*

[Read full review](https://www.g2.com/survey_responses/oracle-data-cloud-review-7804157)

---

**"[Oracle Data Cloud a futuristic cloud space](https://www.g2.com/survey_responses/oracle-data-cloud-review-9833450)"**

**Rating:** 4.5/5.0 stars
*— Neeraj G.*

[Read full review](https://www.g2.com/survey_responses/oracle-data-cloud-review-9833450)

---



### 5. [AdLib DSP](https://www.g2.com/products/adlib-dsp/reviews)
Scale your programmatic media buying smarter, faster, and more profitably Independent agencies and marketers in growth-mode use the AdLib platform to deliver premium programmatic performance without the complexity, cost, or overhead of traditional DSPs. The AdLib platform provides the tools, data, and automation to run enterprise-quality campaigns — from CTV and Audio to Geofencing and YouTube — all under one roof, with zero trafficking headaches. We've helped independent agencies grow their client base five times over while keeping costs steady. Wellness brands have tripled their return on ad spend. Gaming apps have cut their user acquisition costs by 40%. Self-Service Buying Platform An easy to use DSP-agnostic platform where campaigns launch in minutes across every channel, screen stype, and stage of the funnel. Managed Service Buying Fully managed trafficking & optimization allows your team to focus on core business functions rather than the complexities of ad placement, bidding, and optimization. Programmatic APIs Build your own applications, workflows, and products on top of the AdLib platform to save time and make more revenue. White Labeled DSP Instantly launch your own branded programmatic offering without investing in development or specialized resources for support and campaign management. Automated Client Billing Improve cash flow and reduce the risk of nonpayment by automatically invoicing and collecting payments on a daily, weekly, or monthly basis via credit card, wire transfer, or ACH payment. Infinitely Customizable Reduce setup time with customized workflows and automated ad operations at a massive scale TEAM: Early & Long Term MediaMath & HudsonMX Employees. Programmatic marketing pioneers, engineers, and thought leaders with decades of experience New York | London | Los Angeles | San Francisco | Scottsdale | Detroit | Berlin | Bengaluru | São Paulo | Buenos Aires | Querétaro


**Average Rating:** 4.7/5.0
**Total Reviews:** 85
**How Do G2 Users Rate AdLib DSP?**

- **Ease of Admin:** 9.3/10 (Category avg: 8.4/10)
- **Internationalization:** 9.4/10 (Category avg: 8.4/10)
- **Performance and Reliability:** 9.8/10 (Category avg: 8.8/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 3.2/10 (Category avg: 10/10)

**Who Is the Company Behind AdLib DSP?**

- **Seller:** [AdLib Media Group](https://www.g2.com/sellers/adlib-media-group)
- **Company Website:** https://www.getadlib.com
- **Year Founded:** 2016
- **HQ Location:** New York, New York
- **LinkedIn® Page:** https://www.linkedin.com/company/10997713/ (29 employees on LinkedIn®)

**Who Uses This Product?**
- **Top Industries:** Marketing and Advertising, Online Media
- **Company Size:** 85% Small-Business, 15% Mid-Market


#### What Are AdLib DSP's Pros and Cons?

**Pros:**

- Ease of Use (10 reviews)
- Campaign Management (6 reviews)
- Customer Support (5 reviews)
- Easy Setup (5 reviews)
- Features (5 reviews)

**Cons:**

- Audience Targeting (2 reviews)
- Difficult Usability (2 reviews)
- Lack of Clarity (2 reviews)
- Upload Issues (2 reviews)
- Ad Issues (1 reviews)


### What Do G2 Reviewers Say About AdLib DSP?
*AI-generated summary from verified user reviews*

**Pros:**

- Users value the **ease of use** in AdLib DSP, appreciating its simplicity and excellent customer support.
- Users appreciate the **ease of campaign management** in AdLib DSP, enabling seamless integration and real-time performance optimization.
- Users appreciate the **outstanding and attentive customer support** from AdLib DSP, enhancing their campaign management experience.
- Users love the **easy setup** of AdLib DSP, making ad management seamless even for non-tech individuals.
- Users highlight the **user-friendly features** of AdLib DSP, praising its ease of use and integration capabilities.

**Cons:**

- Users find the **lack of clear audience segmentation guidance** challenging, especially for those new to the platform.
- Users find the **difficult usability** of AdLib DSP frustrating, especially with reporting and audience building challenges.
- Users highlight a **lack of clarity** regarding features and audience segmentation, indicating a need for better guidance.
- Users face **upload issues** with bulk assets and custom audience lists, impacting their segmentation capabilities.
- Users face **ad approval delays** that can prolong the creative process and impact campaign timelines.

#### What Are Recent G2 Reviews of AdLib DSP?

**"[Fantastic Platform](https://www.g2.com/survey_responses/adlib-dsp-review-12962263)"**

**Rating:** 5.0/5.0 stars
*— Verified User in Marketing and Advertising*

[Read full review](https://www.g2.com/survey_responses/adlib-dsp-review-12962263)

---

**"[Straightforward UI, Unmatched Inventory, and Excellent Support](https://www.g2.com/survey_responses/adlib-dsp-review-12948795)"**

**Rating:** 4.5/5.0 stars
*— Jesse B.*

[Read full review](https://www.g2.com/survey_responses/adlib-dsp-review-12948795)

---


#### What Are G2 Users Discussing About AdLib DSP?

- [What is AdLib DSP used for?](https://www.g2.com/discussions/what-is-adlib-dsp-used-for) - 1 comment

### 6. [Permutive](https://www.g2.com/products/permutive/reviews)
Permutive is a predictive data collaboration platform designed to facilitate the secure collaboration among publishers, advertisers, agencies, and retail media leaders. This innovative solution integrates clean room capabilities, curation, and first-party data activation into a single, privacy-first framework. By focusing on data security and compliance, Permutive allows users to leverage their data effectively while adhering to privacy regulations. The platform is particularly beneficial for organizations looking to enhance their advertising strategies through better data utilization. Publishers can optimize their audience signals, while advertisers gain access to valuable insights that drive campaign performance. The ability to collaborate across multiple channels without compromising data integrity makes Permutive an essential tool for businesses aiming to maximize their advertising impact in a privacy-conscious environment. Key features of Permutive include its advanced Data Clean Room, which enables advertisers to work securely with over 150 publishers on the open internet. This feature eliminates the need to share personally identifiable information (PII), move data, or engage in complex coding processes, thereby simplifying the collaboration process. Additionally, the platform’s reimagined Data Management Platform (DMP) harnesses artificial intelligence to enhance workflow efficiency, provide actionable insights, and recommend proactive opportunities for users. Permutive stands out in the market with its proprietary taxonomy and AI-driven modeling, which together create curated packages that emphasize contextual relevance and real-time publisher insights. This unique approach allows for stronger targeting and access to brand-safe inventory, ultimately leading to measurable outcomes for advertisers. By combining first-party affinity data with publisher signals, Permutive empowers media-buying agencies to make informed decisions that drive successful advertising campaigns. Overall, Permutive offers a robust solution for organizations seeking to navigate the complexities of identity and data collaboration in the digital advertising landscape. Its focus on privacy, security, and collaboration positions it as a valuable resource for those looking to enhance their advertising efforts while maintaining compliance with data protection regulations.


**Average Rating:** 4.5/5.0
**Total Reviews:** 83
**How Do G2 Users Rate Permutive?**

- **Ease of Admin:** 8.9/10 (Category avg: 8.4/10)
- **Internationalization:** 7.7/10 (Category avg: 8.4/10)
- **Performance and Reliability:** 8.6/10 (Category avg: 8.8/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 10/10 (Category avg: 10/10)

**Who Is the Company Behind Permutive?**

- **Seller:** [Permutive](https://www.g2.com/sellers/permutive)
- **Company Website:** https://permutive.com
- **Year Founded:** 2016
- **HQ Location:** London
- **Twitter:** @permutive (1,215 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/9314455/ (108 employees on LinkedIn®)

**Who Uses This Product?**
- **Top Industries:** Publishing, Marketing and Advertising
- **Company Size:** 46% Mid-Market, 36% Enterprise


#### What Are Permutive's Pros and Cons?

**Pros:**

- Ease of Use (5 reviews)
- Easy Integrations (5 reviews)
- Features (5 reviews)
- Integrations (4 reviews)
- Customer Support (3 reviews)

**Cons:**

- Data Inaccuracy (3 reviews)
- Complex Setup (1 reviews)
- Data Accessibility (1 reviews)
- Expensive (1 reviews)
- Limited Features (1 reviews)


### What Do G2 Reviewers Say About Permutive?
*AI-generated summary from verified user reviews*

**Pros:**

- Users praise the **user-friendly interface** of Permutive, highlighting its simplicity and effective audience creation process.
- Users value the **easy integrations** with major platforms, making audience creation and data import seamless and efficient.
- Users appreciate the **user-friendly interface and easy event collection** , simplifying audience creation and enhancing data insights.
- Users appreciate the **wide range of integrations** offered by Permutive, enhancing data capabilities and audience segmentation.
- Users commend Permutive for its **excellent customer support** , which enhances overall experience and satisfaction with the platform.

**Cons:**

- Users experience **data inaccuracy** with Permutive, particularly when integrating with Facebook Ads due to audience discrepancies.
- Users find the **complex setup** challenging, particularly with advanced configurations and lack of publisher-specific guidance.
- Users find the **restricted access to data** and additional charges for add-ons frustrating and limiting.
- Users find Permutive to be an **expensive product** , which may limit accessibility for some companies.
- Users note **limited features** such as slow information loading and lack of clicktracker options, suggesting room for improvement.

#### What Are Recent G2 Reviews of Permutive?

**"[User-Friendly Dashboard, Valuable Insights](https://www.g2.com/survey_responses/permutive-review-13131499)"**

**Rating:** 4.5/5.0 stars
*— Jon P.*

[Read full review](https://www.g2.com/survey_responses/permutive-review-13131499)

---

**"[Feature-Rich but Communication Needs Improvement](https://www.g2.com/survey_responses/permutive-review-12634325)"**

**Rating:** 4.0/5.0 stars
*— Nadeem Q.*

[Read full review](https://www.g2.com/survey_responses/permutive-review-12634325)

---


#### What Are G2 Users Discussing About Permutive?

- [What does Permutive mean?](https://www.g2.com/discussions/what-does-permutive-mean)
- [What is EDGE Permutive app?](https://www.g2.com/discussions/what-is-edge-permutive-app)
- [What is Hello amp Permutive?](https://www.g2.com/discussions/what-is-hello-amp-permutive) - 1 comment
- [What does Permutive do?](https://www.g2.com/discussions/what-does-permutive-do) - 1 comment

### 7. [OnAudience.com - Data Management Platform](https://www.g2.com/products/onaudience-com-data-management-platform/reviews)
OnAudience.com 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 OnAudience.com 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 with billions of profiles. Created segments allow you to analyse who your clients really are and it makes it possible to create audience segments that are crucial for your online advertising activities and for expanding your business.


**Average Rating:** 4.8/5.0
**Total Reviews:** 25
**How Do G2 Users Rate OnAudience.com - Data Management Platform?**

- **Ease of Admin:** 9.1/10 (Category avg: 8.4/10)
- **Internationalization:** 6.7/10 (Category avg: 8.4/10)
- **Performance and Reliability:** 9.7/10 (Category avg: 8.8/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 3.3/10 (Category avg: 10/10)

**Who Is the Company Behind OnAudience.com - Data Management Platform?**

- **Seller:** [OnAudience](https://www.g2.com/sellers/onaudience)
- **Year Founded:** 2016
- **HQ Location:** London, GB
- **LinkedIn® Page:** https://www.linkedin.com/company/onaudience/ (22 employees on LinkedIn®)

**Who Uses This Product?**
- **Top Industries:** Marketing and Advertising
- **Company Size:** 87% Small-Business, 13% Mid-Market



#### What Are Recent G2 Reviews of OnAudience.com - Data Management Platform?

**"[On :)](https://www.g2.com/survey_responses/onaudience-com-data-management-platform-review-3531700)"**

**Rating:** 4.5/5.0 stars
*— Jakub M.*

[Read full review](https://www.g2.com/survey_responses/onaudience-com-data-management-platform-review-3531700)

---

**"[A useful and effective platform for companies who run programmatic campaigns.](https://www.g2.com/survey_responses/onaudience-com-data-management-platform-review-3799566)"**

**Rating:** 4.5/5.0 stars
*— Marek C.*

[Read full review](https://www.g2.com/survey_responses/onaudience-com-data-management-platform-review-3799566)

---


#### What Are G2 Users Discussing About OnAudience.com - Data Management Platform?

- [What is OnAudience.com - Data Management Platform used for?](https://www.g2.com/discussions/what-is-onaudience-com-data-management-platform-used-for)

### 8. [Simpli.fi](https://www.g2.com/products/simpli-fi/reviews)
Simpli.fi provides marketing technology, solutions, and workflow automation that help advertisers and agencies plan, activate, and measure highly targeted advertising campaigns. Our platform powers omnichannel campaigns across environments including CTV, native, mobile, display, and social. We specialize in helping organizations that operate across many locations, jurisdictions, or local markets—where location matters and incrementality counts—by uniting data, automation, and intelligence to drive measurable growth. Simpli.fi enables marketers to activate locally relevant messaging, measure real-world impact, and generate clear, actionable insights. Designed for multi-location brands, independent agencies, and political, advocacy, and public-affairs organizations, Simpli.fi delivers transparent performance with local precision at national scale.


**Average Rating:** 4.5/5.0
**Total Reviews:** 153
**How Do G2 Users Rate Simpli.fi?**

- **Ease of Admin:** 8.8/10 (Category avg: 8.4/10)
- **Internationalization:** 6.9/10 (Category avg: 8.4/10)
- **Performance and Reliability:** 7.7/10 (Category avg: 8.8/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 10/10 (Category avg: 10/10)

**Who Is the Company Behind Simpli.fi?**

- **Seller:** [Simpli.fi](https://www.g2.com/sellers/simpli-fi)
- **Company Website:** https://www.simpli.fi/
- **Year Founded:** 2010
- **HQ Location:** Fort Worth, TX
- **Twitter:** @simpli_fi (1,808 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/801567/ (618 employees on LinkedIn®)

**Who Uses This Product?**
- **Who Uses This:** Account Manager
- **Top Industries:** Marketing and Advertising, Broadcast Media
- **Company Size:** 56% Small-Business, 36% Mid-Market


#### What Are Simpli.fi's Pros and Cons?

**Pros:**

- Customer Support (10 reviews)
- Ease of Use (8 reviews)
- Helpful (7 reviews)
- Team Helpfulness (6 reviews)
- Campaigns (5 reviews)

**Cons:**

- Expensive (4 reviews)
- Extra Fees (3 reviews)
- Lack of Clarity (3 reviews)
- Ad Management Issues (2 reviews)
- Complex Onboarding (2 reviews)


### What Do G2 Reviewers Say About Simpli.fi?
*AI-generated summary from verified user reviews*

**Pros:**

- Users commend the **accessible and helpful customer support** of Simpli.fi, enhancing the overall user experience.
- Users value the **ease of use** of Simpli.fi, appreciating its helpful staff and seamless integration for campaign management.
- Users appreciate the **helpful support team** at Simpli.fi, providing assistance and enhancing overall campaign experiences.
- Users value the **exceptional support** from Simpli.fi, highlighting helpful staff and quick assistance throughout their journey.
- Users commend Simpli.fi for its **hyperlocal targeting and seamless integration** , greatly enhancing campaign effectiveness for their agencies.

**Cons:**

- Users express concerns about **high costs** and a need for better pricing transparency with Simpli.fi's offerings.
- Users express frustration over **extra fees** and lack of pricing transparency, complicating the onboarding and campaign management process.
- Users express concerns about a **lack of clarity** in onboarding and pricing, leading to confusion and distrust.
- Users face **ad management issues** due to confusing onboarding, hidden fees, and unreliable campaign reporting.
- Users find the **complex onboarding process** of Simpli.fi frustrating, hindering their ability to use the platform effectively.

#### What Are Recent G2 Reviews of Simpli.fi?

**"[User-Friendly with Prompt Support](https://www.g2.com/survey_responses/simpli-fi-review-12756098)"**

**Rating:** 4.0/5.0 stars
*— Jacob D.*

[Read full review](https://www.g2.com/survey_responses/simpli-fi-review-12756098)

---

**"[Easy Campaign Creation and Responsive Support from Simpli.fi](https://www.g2.com/survey_responses/simpli-fi-review-11852332)"**

**Rating:** 5.0/5.0 stars
*— Verified User in Marketing and Advertising*

[Read full review](https://www.g2.com/survey_responses/simpli-fi-review-11852332)

---


#### What Are G2 Users Discussing About Simpli.fi?

- [What is Simpli.fi used for?](https://www.g2.com/discussions/what-is-simpli-fi-used-for)
- [What is Bidtellect used for?](https://www.g2.com/discussions/what-is-bidtellect-used-for)
- [How much is Simplifi by Quicken?](https://www.g2.com/discussions/how-much-is-simplifi-by-quicken)
- [Who owns Simpli fi?](https://www.g2.com/discussions/who-owns-simpli-fi) - 1 comment
- [What is TAG Simpli fi?](https://www.g2.com/discussions/what-is-tag-simpli-fi) - 1 comment

### 9. [MediaMath by Infillion](https://www.g2.com/products/mediamath-by-infillion/reviews)
MediaMath is a global omnichannel demand-side platform (DSP) that opens up the limitless possibilities of programmatic to meet brands' and agencies' unique goals. A pioneer in the industry introducing the first DSP with the company's founding in 2007, MediaMath was acquired by Infillion in 2023, an advertising technology company that owns and markets premium advertising products, to provide advertisers with an end-to-end solution including attention-guaranteed video and unique first-party data for future-proofed programmatic and creative solutions. MediaMath's programmatic platform offers a customizable tech stack with a modular, API-first approach for flexibility and customization, future-proofed identity solutions to expand addressability, curated inventory optimized towards specific KPIs for powerful results, and transparency into performance for improved efficiency. 


**Average Rating:** 3.9/5.0
**Total Reviews:** 118
**How Do G2 Users Rate MediaMath by Infillion?**

- **Ease of Admin:** 7.7/10 (Category avg: 8.4/10)
- **Internationalization:** 8.0/10 (Category avg: 8.4/10)
- **Performance and Reliability:** 8.0/10 (Category avg: 8.8/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 10/10 (Category avg: 10/10)

**Who Is the Company Behind MediaMath by Infillion?**

- **Seller:** [Infillion](https://www.g2.com/sellers/infillion)
- **Company Website:** https://infillion.com/
- **Year Founded:** 2008
- **HQ Location:** New York, US
- **Twitter:** @infilliontech (300 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/infilliontech/ (186 employees on LinkedIn®)

**Who Uses This Product?**
- **Who Uses This:** Account Manager
- **Top Industries:** Marketing and Advertising, Internet
- **Company Size:** 51% Mid-Market, 25% Small-Business


#### What Are MediaMath by Infillion's Pros and Cons?

**Pros:**

- Ad Management (1 reviews)
- Advertising Management (1 reviews)
- Budget Management (1 reviews)
- Campaign Management (1 reviews)
- Campaigns (1 reviews)

**Cons:**

- Complexity (1 reviews)
- Complex Setup (1 reviews)
- Complex User Interface (1 reviews)
- Dashboard Issues (1 reviews)
- Difficult Navigation (1 reviews)


### What Do G2 Reviewers Say About MediaMath by Infillion?
*AI-generated summary from verified user reviews*

**Pros:**

- Users value the **unique campaign categories** offered by MediaMath and appreciate the responsive customer support.
- Users appreciate the **transparency and control over spending** offered by MediaMath, enhancing their advertising management experience.
- Users appreciate the **transparency and control over spending** that MediaMath by Infillion offers for effective budget management.
- Users value the **unique campaign category options** and exceptional customer support offered by MediaMath.
- Users value the **diverse campaign options** offered by MediaMath, along with exceptional customer support.

**Cons:**

- Users find the **complexity** of MediaMath challenging due to its outdated UI and awkward navigation.
- Users find the **complex setup** of MediaMath cumbersome and time-consuming, impacting their initial experience with the product.
- Users find the **complex user interface** challenging, with outdated design, nested menus, and slow reporting updates.
- Users find the **dashboard issues** frustrating, including outdated UI, complex navigation, and slow report updates.
- Users find the **difficult navigation** due to outdated UI and nested menus frustrating and time-consuming.

#### What Are Recent G2 Reviews of MediaMath by Infillion?

**"[Powerful Control, Needs UI Overhaul](https://www.g2.com/survey_responses/mediamath-by-infillion-review-12049561)"**

**Rating:** 4.0/5.0 stars
*— David C.*

[Read full review](https://www.g2.com/survey_responses/mediamath-by-infillion-review-12049561)

---

**"[Media Math is very attentive and prompt to delivery for all of your business solutions needs.](https://www.g2.com/survey_responses/mediamath-by-infillion-review-11376957)"**

**Rating:** 5.0/5.0 stars
*— Verified User in Marketing and Advertising*

[Read full review](https://www.g2.com/survey_responses/mediamath-by-infillion-review-11376957)

---


#### What Are G2 Users Discussing About MediaMath by Infillion?

- [What is MediaMath TerminalOne Marketing OS™ used for?](https://www.g2.com/discussions/what-is-mediamath-terminalone-marketing-os-used-for)
- [How many employees does MediaMath have?](https://www.g2.com/discussions/how-many-employees-does-mediamath-have)
- [Is MediaMath a DSP?](https://www.g2.com/discussions/is-mediamath-a-dsp)
- [What is MediaMath?](https://www.g2.com/discussions/what-is-mediamath)

### 10. [Lotame Spherical Platform](https://www.g2.com/products/lotame-spherical-platform/reviews)
Spherical data collaboration platform (DCP) makes it smarter, faster, and easier to enrich customer data, get deep consumer insights, and create data-empowered audiences that beat advertising KPIs. Propel your business beyond the competition with operational efficiencies and benchmark-beating outcomes. • Unlock first-party data with powerful unification • Scale first-party data for greater reach and performance • Enrich your data to understand & close customers • Reach the right people in all the right places • Fill in data gaps with preferred partners without moving data About Lotame Lotame is a technology company that makes data smarter, faster, and easier to use for digital marketers. Our end-to-end data collaboration platform Spherical empowers thousands of marketers, agencies, and media owners to onboard, access, analyze, and activate the data they need to understand and engage consumers. Our proven commitment to industry interoperability, connectivity, and privacy help drive successful business outcomes for companies on their terms. Lotame is headquartered in the United States and serves global clients in North America, Latin America, Europe, Middle East, Africa, and Asia Pacific. Contact Us today at lotame.com


**Average Rating:** 4.3/5.0
**Total Reviews:** 113
**How Do G2 Users Rate Lotame Spherical Platform?**

- **Ease of Admin:** 8.5/10 (Category avg: 8.4/10)
- **Internationalization:** 8.3/10 (Category avg: 8.4/10)
- **Performance and Reliability:** 8.7/10 (Category avg: 8.8/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 10/10 (Category avg: 10/10)

**Who Is the Company Behind Lotame Spherical Platform?**

- **Seller:** [Lotame](https://www.g2.com/sellers/lotame)
- **Year Founded:** 2006
- **HQ Location:** Columbia, MD
- **Twitter:** @Lotame (7,049 Twitter followers)
- **LinkedIn® Page:** https://www.linkedin.com/company/64620/ (125 employees on LinkedIn®)

**Who Uses This Product?**
- **Top Industries:** Marketing and Advertising, Online Media
- **Company Size:** 56% Mid-Market, 30% Small-Business



#### What Are Recent G2 Reviews of Lotame Spherical Platform?

**"[Continuous Partnership](https://www.g2.com/survey_responses/lotame-spherical-platform-review-5138532)"**

**Rating:** 4.5/5.0 stars
*— Verified User in Marketing and Advertising*

[Read full review](https://www.g2.com/survey_responses/lotame-spherical-platform-review-5138532)

---

**"[Lotame, the perfect companion for your company's digital marketing strategies](https://www.g2.com/survey_responses/lotame-spherical-platform-review-6687250)"**

**Rating:** 5.0/5.0 stars
*— Gloria Imelda  I.*

[Read full review](https://www.g2.com/survey_responses/lotame-spherical-platform-review-6687250)

---


#### What Are G2 Users Discussing About Lotame Spherical Platform?

- [What is a DMP in digital marketing?](https://www.g2.com/discussions/what-is-a-dmp-in-digital-marketing)
- [What can a DMP do?](https://www.g2.com/discussions/what-can-a-dmp-do)
- [How does lotame collect data?](https://www.g2.com/discussions/how-does-lotame-collect-data) - 1 comment
- [What is lotame?](https://www.g2.com/discussions/what-is-lotame) - 2 comments

### 11. [SurveyCTO](https://www.g2.com/products/surveycto/reviews)
We are a secure, flexible data collection software platform built for high-quality data capture—wherever and however you work. Our history: Developed in 2012, SurveyCTO was designed to address the challenges associated with collecting high-quality data in the field: lack of data quality controls, unreliable internet, an inability to scale, and poor data security. Today, SurveyCTO is one of the world’s most powerful data collection software platforms. Our user base spans across 165 countries and comprises over 15,000 organizations across industries who trust us to power data collection and management, both on and offline. What we provide: SurveyCTO is a professionally supported, cloud hosted data collection software that allows you to build forms and collect data on desktop and mobile devices, even completely offline and off-the-grid. Our platform is packed with intelligent features relevant for any organization with data collection and data quality needs. Our use cases span public health, monitoring & evaluation, academic and market research, humanitarian crises, customer feedback, and clinical research. Our features, such as error and fraud detection to monitor surveyors in the field, case management to easily manage long-term data collection, automated data quality checks to ensure high-quality data, and end-to-end encryption for securely collecting sensitive, identifying data. Intuitive enough for anyone, and powerful enough for the most complex projects, our tools help teams collect, manage, and integrate data seamlessly across systems. We know that better data leads to smarter decisions—and smarter decisions create real-world impact. Visit our website to learn more the industries and use cases we support: https://www.surveycto.com/


**Average Rating:** 4.4/5.0
**Total Reviews:** 67
**How Do G2 Users Rate SurveyCTO?**

- **Ease of Admin:** 9.0/10 (Category avg: 8.4/10)
- **Internationalization:** 8.9/10 (Category avg: 8.4/10)
- **Performance and Reliability:** 9.5/10 (Category avg: 8.8/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 10/10 (Category avg: 10/10)

**Who Is the Company Behind SurveyCTO?**

- **Seller:** [Dobility](https://www.g2.com/sellers/dobility)
- **Year Founded:** 2012
- **HQ Location:** Cambridge, MA
- **LinkedIn® Page:** https://www.linkedin.com/company/5197743/ (23 employees on LinkedIn®)

**Who Uses This Product?**
- **Top Industries:** Research
- **Company Size:** 44% Small-Business, 40% Mid-Market


#### What Are SurveyCTO's Pros and Cons?

**Pros:**

- Customer Support (1 reviews)
- Ease of Creation (1 reviews)
- Ease of Use (1 reviews)
- Flexibility (1 reviews)
- Integrations (1 reviews)

**Cons:**

- Expensive (2 reviews)
- Learning Curve (2 reviews)
- Complexity (1 reviews)
- Difficult Setup (1 reviews)
- Limited Customization (1 reviews)


### What Do G2 Reviewers Say About SurveyCTO?
*AI-generated summary from verified user reviews*

**Pros:**

- Users appreciate the **excellent customer support** of SurveyCTO, enhancing their overall experience and setup process.
- Users love the **ease of creating surveys** with SurveyCTO, ensuring simple and efficient data collection.
- Users value the **ease of use** in SurveyCTO, finding survey design and offline data capture straightforward and reliable.
- Users value the **flexibility in form design** that allows easy adaptation to various data collection needs.
- Users value the **seamless integrations** of SurveyCTO, enhancing usability and fitting perfectly into their workflows.

**Cons:**

- Users find the **high cost** of SurveyCTO challenging for small projects and sporadic data collection needs.
- Users find the **learning curve for advanced features** challenging, particularly during setup and customization processes.
- Users find the **complexity** of SurveyCTO challenging, especially given its high cost for small projects.
- Users find the **difficult setup** of SurveyCTO to be challenging, requiring time to learn advanced features.
- Users find the **limited customization** options challenging, requiring a steep learning curve for advanced features.

#### What Are Recent G2 Reviews of SurveyCTO?

**"[SurveyCTO Makes Survey Data Collection and Management Simple and Reliable](https://www.g2.com/survey_responses/surveycto-review-12778909)"**

**Rating:** 4.0/5.0 stars
*— Muhammad O.*

[Read full review](https://www.g2.com/survey_responses/surveycto-review-12778909)

---

**"[Secure, Mobile-Friendly Data Collection with Easy Drag-and-Drop Form Building](https://www.g2.com/survey_responses/surveycto-review-12857494)"**

**Rating:** 4.5/5.0 stars
*— Konjengbam  M.*

[Read full review](https://www.g2.com/survey_responses/surveycto-review-12857494)

---


#### What Are G2 Users Discussing About SurveyCTO?

- [How do you use SurveyCTO collect?](https://www.g2.com/discussions/how-do-you-use-surveycto-collect)
- [What is the meaning of SurveyCTO?](https://www.g2.com/discussions/what-is-the-meaning-of-surveycto)
- [How does SurveyCTO work?](https://www.g2.com/discussions/how-does-surveycto-work)
- [What is SurveyCTO used for?](https://www.g2.com/discussions/what-is-surveycto-used-for)

### 12. [V12 Data](https://www.g2.com/products/v12-data/reviews)
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 device or channel.


**Average Rating:** 4.1/5.0
**Total Reviews:** 40
**How Do G2 Users Rate V12 Data?**

- **Ease of Admin:** 6.7/10 (Category avg: 8.4/10)
- **Internationalization:** 6.7/10 (Category avg: 8.4/10)
- **Performance and Reliability:** 6.7/10 (Category avg: 8.8/10)
- **What is your organization's estimated ROI on the product (payback period in months)?:** 10/10 (Category avg: 10/10)

**Who Is the Company Behind V12 Data?**

- **Seller:** [V12 Data](https://www.g2.com/sellers/v12-data)
- **Year Founded:** 1999
- **HQ Location:** Matawan, NJ
- **LinkedIn® Page:** https://www.linkedin.com/company/v12data/ (100 employees on LinkedIn®)
- **Phone:** +1 (732) 842-1001

**Who Uses This Product?**
- **Top Industries:** Marketing and Advertising
- **Company Size:** 60% Small-Business, 23% Mid-Market



#### What Are Recent G2 Reviews of V12 Data?

**"[Launchpad was the answer to our unique needs](https://www.g2.com/survey_responses/v12-data-review-29169)"**

**Rating:** 5.0/5.0 stars
*— Kelley B.*

[Read full review](https://www.g2.com/survey_responses/v12-data-review-29169)

---

**"[We were early adopters of V12 and have appreciated the service they provided along the way.](https://www.g2.com/survey_responses/v12-data-review-48550)"**

**Rating:** 4.0/5.0 stars
*— Verified User in Marketing and Advertising*

[Read full review](https://www.g2.com/survey_responses/v12-data-review-48550)

---




## What Is Data Management Platforms (DMP)?

[Digital Advertising Tech](https://www.g2.com/categories/digital-advertising-tech)

## What Software Categories Are Similar to Data Management Platforms (DMP)?

- [Display Advertising Software](https://www.g2.com/categories/display-advertising)
- [Mobile Advertising Software](https://www.g2.com/categories/mobile-advertising)
- [Video Advertising Software](https://www.g2.com/categories/video-advertising)
- [Demand Side Platform (DSP)](https://www.g2.com/categories/demand-side-platform-dsp)
- [Cross-Channel Advertising Software](https://www.g2.com/categories/cross-channel-advertising)


---

## How Do You Choose the Right Data Management Platforms (DMP)?

### What You Should Know About Data Management Platforms (DMP)

### 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](https://www.g2.com/categories/crm) 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](https://www.g2.com/categories/master-data-management-mdm) 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](https://www.g2.com/categories/sales) 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](https://www.g2.com/categories/machine-learning) to help companies define and reach their optimal audience.

### Software and Services Related to DMPs

The following solutions are worth being considered alongside data management platforms and can help elevate and automate your company’s marketing initiatives.

[**Demand side platforms (DSPs)**](https://www.g2.com/categories/demand-side-platform-dsp) **—** Demand side platforms enable the real-time purchasing of digital ad space at pivotal moments in a customer’s buying journey. A focused digital advertising effort might capitalize on the consumer data provided by DMPs to make these timely decisions and place relevant ads on websites while the target audience is browsing. Web administrators use a similar software, [supply side platforms (SSPs)](https://www.g2.com/categories/supply-side-platform-ssp), to promote and sell these valuable ad spaces when the ideal opportunities arise. As online advertising becomes more and more competitive, the ability to make these in-the-moment marketing decisions are increasingly valuable for brands hoping to reach people as they go about their online routines. DSPs are a natural complement to DMPs for enabling well-informed ad buying decisions.

[**Retargeting software**](https://www.g2.com/categories/retargeting) **—** The people who visit your brand’s website are often the ideal audience for ads, as they have shown a direct interest in your product or service. Retargeting software tracks this visitor behavior with help from cookies and automates the deployment of display ads across this network of visitors. While storing your various forms of marketing data on DMPs and using it to shape your campaigns, retargeting tools help to keep your brand fresh in the minds of your past visitors. These ads can be easy wins for a brand, and retargeting is a common marketing strategy for thousands of companies with an established online presence.