What is the difference between a DMP & a CDP?
- They are different by design.
- CDP: Mainly developed with the goal to achieve a 360-degree view of the customer, where multiple first-party data sources are combined to match IDs for segmentation purposes.
- DMP: Usually work with Third parties with profiles based on cookies activated in DSP or Ad-networks. Many vendors have started blending first-party data into these DMPs as well.
DMPs are more anonymous in nature as they work with cookies, which makes them more reliant on probabilistic identifiers. Also data needs to be matched before coming into a DMP in the case of Offline and Online data.
CDPs are more specific in nature as they work with first-party data. No form of matching is required to ingest data into a CDP.
Use cases for CDP: Newsletters, Email-automation, AdWords / Criteo custom audiences, Facebook custom audiences, Personalization onsite, Vouchers etc.
Use cases for DMP: Targeted Advertising, Lookalike modelling.
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