Understanding what each platform offers and how each works can help you determine the right one for your needs.
CDPs help unify a wide variety of customer data including historical, contextual, demographic, and behavioural information. This unified data is the foundation for gaining insights—from segmentation to customer predictions—that drive intelligent and personalised experiences. Different teams—including marketing, sales, and service—can discover a wealth of new personalisation opportunities across different channels through insights and a persistent customer profile.
DMPs collect primarily anonymous data to profile, analyse, and target online customers; these platforms help digital marketers make more informed media buying decisions and more effectively target campaigns.
These two systems are distinct in their use cases, users, and the data they collect.