# Best Data Management Platforms (DMP) - Page 7 *By [Yukta Rustagi](https://research.g2.com/insights/author/yukta-rustagi)* Data management platforms (DMPs) serve as central hubs that store and analyze customer, audience, and marketing data from multiple sources, enabling ad agencies, marketers, and publishers to create rich, custom data sets and more effectively target users for online advertising through unified first-party and third-party data. ### Core Capabilities of DMP Software 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](https://www.g2.com/categories/demand-side-platform-dsp), [SSPs](https://www.g2.com/categories/supply-side-platform-ssp), and other advertising tools to inform ad buying decisions ### Common Use Cases for DMP Software Marketing, advertising, and publisher teams use DMPs to centralize audience data and activate it across digital advertising channels. Common use cases include: - Aggregating first-party data from CRM, website analytics, and ad technology alongside third-party data to build rich audience segments - Feeding audience segments into DSPs and SSPs to improve ad targeting precision and campaign performance - Analyzing audience behavior across channels to refine targeting strategies and reduce wasted ad spend ### How DMP Software Differs from Other Tools DMPs pull data from multiple first-party sources, including [CRM software](https://www.g2.com/categories/crm), [digital analytics software](https://www.g2.com/categories/digital-analytics), and advertising technology, alongside third-party data providers to create a unified audience data layer. Unlike customer data platforms (CDPs), which focus on creating persistent individual customer profiles for personalized marketing, DMPs are primarily built for anonymous audience segmentation and programmatic advertising activation. ### Insights from G2 on DMP Software Based on category trends on G2, audience segmentation depth and seamless integration with DSPs and SSPs stand out as the most valued capabilities. These platforms deliver improvements in targeting accuracy and campaign ROI as primary outcomes of adoption. ## Category Overview **Total Products under this Category:** 160 ## Trust & Credibility Stats **Why You Can Trust G2's Software Rankings:** - 30 Analysts and Data Experts - 2,100+ Authentic Reviews - 160+ 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. ## Best Data Management Platforms (DMP) At A Glance - **Leader:** [Salesforce Data 360 (formerly Data Cloud)](https://www.g2.com/products/salesforce-data-360-formerly-data-cloud/reviews) - **Highest Performer:** [Simpli.fi](https://www.g2.com/products/simpli-fi/reviews) - **Easiest to Use:** [PreciseFP](https://www.g2.com/products/precisefp/reviews) - **Top Trending:** [Salesforce Data 360 (formerly Data Cloud)](https://www.g2.com/products/salesforce-data-360-formerly-data-cloud/reviews) - **Best Free Software:** [PreciseFP](https://www.g2.com/products/precisefp/reviews) --- **Sponsored** ### AdLib DSP 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 [Book a Demo](https://www.g2.com/external_clickthroughs/record?secure%5Bad_program%5D=ppc&secure%5Bad_slot%5D=category_product_list&secure%5Bcategory_id%5D=287&secure%5Bdisplayable_resource_id%5D=281&secure%5Bdisplayable_resource_type%5D=Category&secure%5Bmedium%5D=sponsored&secure%5Bplacement_reason%5D=neighbor_category&secure%5Bplacement_resource_ids%5D%5B%5D=281&secure%5Bplacement_resource_ids%5D%5B%5D=289&secure%5Bplacement_resource_ids%5D%5B%5D=280&secure%5Bprioritized%5D=false&secure%5Bproduct_id%5D=126174&secure%5Bresource_id%5D=287&secure%5Bresource_type%5D=Category&secure%5Bsource_type%5D=category_page&secure%5Bsource_url%5D=https%3A%2F%2Fwww.g2.com%2Fcategories%2Fdata-management-platform-dmp%3Fpage%3D7&secure%5Btoken%5D=5d3f4c12c456b6b42534d1b715fe5f0d58b62fad955e3bbd7e8a8815b1501d70&secure%5Burl%5D=https%3A%2F%2Fgetadlib.com%2Fdemo&secure%5Burl_type%5D=book_demo) --- ## Top-Rated Products (Ranked by G2 Score) ### 1. [Relay42](https://www.g2.com/products/relay42/reviews) Relay42’s Intelligent Journey Orchestration empowers businesses to create meaningful customer relationships by utilizing smart technology to transform fragmented interactions into seamless journeys. **Seller Details:** - **Seller:** [Relay42](https://www.g2.com/sellers/relay42) - **Year Founded:** 2011 - **HQ Location:** Amsterdam, NL - **Twitter:** @Relay42 (693 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/relay42/ (50 employees on LinkedIn®) ### 2. [Skyfii IO Connect](https://www.g2.com/products/skyfii-io-connect/reviews) IO Connect provides you with a single system of record that helps you more quickly access the insights you need. **Seller Details:** - **Seller:** [Skyfii](https://www.g2.com/sellers/skyfii) - **Year Founded:** 2014 - **HQ Location:** Sydney, AU - **Twitter:** @skyfii_io (364 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/skyfii/ (82 employees on LinkedIn®) - **Ownership:** ASX: SKF ### 3. [SML E-Platform](https://www.g2.com/products/sml-e-platform/reviews) E-Platform is our end-to-end data management system that facilitates the complete ordering fulfillment process between brands and manufacturers and provides a single source of truth to our customers for data integrity and order visibility. E-Platform’s centralized validation and control capabilities ensure global standardization of production layouts and quality consistency while making it easier for you to manage data and order changes, achieve version control, and validate data. **Seller Details:** - **Seller:** [Sml](https://www.g2.com/sellers/sml) - **Year Founded:** 2002 - **HQ Location:** Plano, US - **LinkedIn® Page:** https://www.linkedin.com/company/sml-rfid/ (131 employees on LinkedIn®) ### 4. [Switchboard](https://www.g2.com/products/switchboard-2023-08-16/reviews) Most businesses today depend on digital platforms — and the data they generate — for their growth and competitive edge. With timely, accessible, trustworthy data, you always know how you’re doing in digital and are ready to explore new ideas and business opportunities. Yet that data ecosystem is getting harder to manage.Without automating your data workflows, your data team will quickly be overwhelmed and your business teams will be left waiting for answers. Few companies can hire data engineers at the pace at which their digital strategies must evolve.Our mission is to do the complex integration and data engineering work that create trustworthy data so our customers can stay focused on growing their revenue. **Seller Details:** - **Seller:** [Switchboard](https://www.g2.com/sellers/switchboard) - **Year Founded:** 2020 - **HQ Location:** Remote first, Work from anywhere, US - **LinkedIn® Page:** https://www.linkedin.com/company/switchboard-app/ (4 employees on LinkedIn®) ### 5. [Teavaro](https://www.g2.com/products/teavaro/reviews) We provide you with a proprietary Universal Marketing ID (UMID) to identify users and activate customer data in real-time. **Seller Details:** - **Seller:** [Teavaro](https://www.g2.com/sellers/teavaro) - **Year Founded:** 2014 - **HQ Location:** Teddington, GB - **LinkedIn® Page:** https://www.linkedin.com/company/teavaro-limited (36 employees on LinkedIn®) ### 6. [TEKwave Data Collection and Management](https://www.g2.com/products/tekwave-data-collection-and-management/reviews) Data Collection and Management through our custom rules engine and IoT environment enables a robust notifications and KPI analytic platform. **Seller Details:** - **Seller:** [TEKWave Solutions](https://www.g2.com/sellers/tekwave-solutions) - **Year Founded:** 2010 - **HQ Location:** Alpharetta, US - **LinkedIn® Page:** https://www.linkedin.com/company/tekwave-solutions-llc/ (24 employees on LinkedIn®) ### 7. [Universal Gage Interface](https://www.g2.com/products/universal-gage-interface/reviews) Universal Gage Interface (UGI) Software **Seller Details:** - **Seller:** [Universal Gage Interface](https://www.g2.com/sellers/universal-gage-interface) - **Year Founded:** 1988 - **HQ Location:** Fenton, US - **Twitter:** @LMICorporation (15 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/lmi-corporation (36 employees on LinkedIn®) ### 8. [Vizion OE](https://www.g2.com/products/vizion-oe/reviews) Vizion OE is an easy to manage operational excellence tool with an intuitive interface. Have all your performance metrics, indicators, limit sets and targets intelligently organized and ready to track. Note: Offered as a STAND-ALONE PRODUCT or INTEGRATED WITH YOUR Operational Intelligence SOFTWARE. Concise Scorecards to show business health and help drive continuous improvement / HTML5 Web based forms to manually enter / update indicators, limits and target definitions / My Indicators dashboard mode – list of your indicators, status indication, link to detail view and analytics view. https://itvizion.com/operational-excellence-tool-vizion-oe/ **Seller Details:** - **Seller:** [IT Vizion](https://www.g2.com/sellers/it-vizion-b00afe1d-47e8-45a0-ad76-fd6ccd1e993d) - **Year Founded:** 2009 - **HQ Location:** Corona, US - **LinkedIn® Page:** https://www.linkedin.com/company/itvizion (138 employees on LinkedIn®) ### 9. [Voltage](https://www.g2.com/products/voltage/reviews) COA for Banking is an opportunity management platform with combined CRM, sales force, and marketing automation functionality for banking sector. **Seller Details:** - **Seller:** [Advanced Software Applications](https://www.g2.com/sellers/advanced-software-applications) - **Year Founded:** 1992 - **HQ Location:** Morgan, US - **LinkedIn® Page:** https://www.linkedin.com/company/advanced-software-applications/ (2 employees on LinkedIn®) ### 10. [Weborama Audience Manager](https://www.g2.com/products/weborama-audience-manager/reviews) Weborama Audience Manager is a DMP (Data Management Platform) used by over 60 companies in the world. This platform distinguishes itself particularly by a high level interconnexion with the adtech & martech ecosystem and a transparent access to the database intelligence **Seller Details:** - **Seller:** [Weborama](https://www.g2.com/sellers/weborama) - **Year Founded:** 1998 - **HQ Location:** Levallois-Perret, FR - **Twitter:** @weborama (1,874 Twitter followers) - **LinkedIn® Page:** https://www.linkedin.com/company/weborama (164 employees on LinkedIn®) - **Ownership:** EPA: ALWEB ## Parent Category [Digital Advertising Tech](https://www.g2.com/categories/digital-advertising-tech) ## Related Categories - [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) --- ## Buyer Guide ### 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.