Learn About Data Management Platform

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The Adform DMP is a solution for clients to maximize the value of their data. Simplifying the complex world of data-driven marketing is a challenge. But the seamless integration into Adform FLOW unique architecture solves the identity crisis and makes modern marketing effortless. The DMP provides you with full ownership and transparency of your data and follows the highest security and privacy standards to protect your most valuable data.


Use the Adform DMP to:

  • Target the right consumer in the right channel at the right time.

  • Personalize your e-shop, website, or app experiences based on your CRM/CDP data.

  • Drive conversions with personalized advertising by using concrete intent signals.

  • Acquire new customers through Lookalike Modeling and leveraging your first-party data.

  • Overcome a fragmented identity world and target your audiences across publishers and devices whether using first-party, second-party, or third-party data.

  • Gain clear insights about your customers and prospects to target them efficiently.

Data Types

With the Adform DMP you can gather, aggregate, analyze, and activate first, second, and third-party data.

Data Type

Data Source


Data is collected directly from your customers. This data includes collected activities, user behavior, or interest signals from your website or app. Customer data can also come from your CRM or CDP.


First-party data collected from partners or advertisers. This is shared with you to generate insights or unique targeting combinations.


Licensed or purchased data from data providers. Data is usually aggregated from several sources. The data providers aren't the original collectors.

First-party data is directly collected and owned by you whether it's coming from your website traffic, customer data, ad-serving data, or data from CPD or CRM systems. This data is provided to you by your customers in online (ads, websites, apps, and so forth) or offline interactions. You can use this data to predict the future behavior of your customers because it captures various user-level data signals such as gender, interests, spending power, location, and promotion affinity. Captured data is stored and mapped back to a predefined taxonomy, which can be updated at any time as your business needs change.

Second-party data is collected and managed like first-party data — only it's done by your business partner. Their data assets are sent and shared with you so they can be combined with your data. Combining first and second-party data results in more insightful and consistent audience segmentation. This helps improve your media buying and in finding new prospects.

Third-party data is aggregated and shared by data providers who are not original collectors of the data. It is openly available for purchase in the Adform Marketplace because there are many third-party data providers. Third-party data can be used for qualifying and enriching your existing audiences — providing data that is in demand but not otherwise reachable.


Most businesses already use a customer relationship management (CRM) platform or a customer data platform (CDP) to manage data and interactions with customers and prospects; therefore, the question is why do they actually need a DMP? In practice, the two platforms differ significantly.

CRM and CDP systems help companies and publishers manage, analyze, and activate data about their customers. Those systems are dependent on personally identifiable information (PII) data. PII data is protected by privacy laws throughout the EU and beyond, and its use is limited in digital advertising. CDP's strength is in activating known audiences, mainly on social media and walled gardens.

DMPs in general do not store PII data. DMP systems use and combine a variety of datasets (including CDP and CRM data). That enables DMPs for activation at scale across all kinds of digital media, enabling lookalike audience extension and audience analysis. With a DMP you have access to a significantly expanded pool of prospects, available for targeting through your DSP.

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