← Back to glossaryProgrammatic

DMP

Data Management Platform. Organizes audience data for targeting. Being replaced by CDPs.

Related Terms in Programmatic

DSP
Demand-Side Platform. Software for buying programmatic inventory. DV360, TTD, Amazon DSP.
SSP
Supply-Side Platform. Publisher tech for selling inventory. Google Ad Manager, Magnite.
CDP
Customer Data Platform. Unified customer database from all sources. Future of targeting.
RTB
Real-Time Bidding. Auction where each impression is bid on in milliseconds.
PMP
Private Marketplace. Invite-only programmatic auction with premium publishers.
Header Bidding
Simultaneous auction across exchanges before ad server. +20-40% publisher yield.
Bid Shading
Algorithm reducing first-price bids to estimated second-price. Saves 15-25%.
Open Exchange
Public RTB marketplace where any buyer can bid on available inventory.

METRIX — Advertising Intelligence Platform