Data management platform (DMP) vendors provide software tools used primarily in advertising and marketing to build profiles of anonymous individuals, store summary data, and share data with advertising systems. Following is a list of digital management platform (DMP) vendors. Check back often as we update this page with more recent information.
Neustar IDMP
TransUnion acquired Neustar for $3.1 billion in December 2021; Neustar’s identity data management platform (DMP) now operates as part of TransUnion’s marketing solutions business. Its OneID system ingests first-party data, second-party, and third-party data such as media events, customer engagement, and audience behavior to create a single view of the customer across all online and offline channels. The DMP includes access to over 200 data providers and leverages identity data from government, telecom, utilities, and financial services, giving it a large set of person-, household-, and device-level identity data. Neustar DMP offers the Data Science Development Kit (DSDK) to help customers build their own custom intelligence solutions.
LiveRamp
LiveRamp refers to itself as a data connectivity platform. It works directly with DMPs to enrich customer profiles by bringing in additional identity data through offline sources and its data marketplace.
The Trade Desk
The Trade Desk offers both a DMP and a DSP (demand-side platform) and is well-known for its extensive marketplace of third-party data providers (it currently includes 100,000 premium third-party data segments). It leverages first-party data and look-a-like audiences, tapping into its comprehensive data marketplace to improve existing audiences and audience segments and define new ones.
Adobe Audience Manager
Adobe Audience Manager is a key piece of the Adobe Experience Cloud, connecting consumer data with experience delivery. Adobe bridges the DMP with its CDP, matching audience data on a persistent ID to deliver real-time segmentation, targeting, and analysis. The Adobe Audience Manager is built on the concept of “privacy by design” and holds vertical-specific security certificates in highly regulated industries such as financial services and healthcare.
Nielsen DMP
Nielsen Marketing Cloud, which includes the Nielsen DMP, remains an active product as of 2026 — it should not be confused with Nielsen’s separate Marketing Mix Modeling business, which was divested to Circana. It connects and manages first-party, second-party, and third-party data across all channels and devices, including web, mobile, and offline. It combines a brand’s first-party data with its set of audience data (which includes IoT data) to enrich customer data. The Nielsen DMP provides access to 60,000 defined audience segments and automates audience model creation using its adaptive learning technology—Nielsen AI. This DMP also provides tools for activating audience data through integrations with hundreds of search, email, social, website, and content personalization platforms.
Oracle BlueKai DMP (Sunset)
Oracle acquired the BlueKai data management platform in 2014, and it operated as Oracle BlueKai DMP until Oracle exited the advertising business entirely, reaching end of life on September 30, 2024. At its peak, the DMP unified first-, second-, and third-party advertising data using the Oracle ID Graph to connect data across channels and devices, with over 200 preloaded integrations. Organizations still referencing Oracle BlueKai should migrate to an active DMP or CDP.
OnAudience.com
OnAudience DMP collects customer data from all channels and enables the creation of custom segments for targeted ad campaigns. It is also an audience data provider integrating with data and digital marketing vendors to offer access to 27 billion user profiles that enable the development of look-a-like audiences and improves the targeting of existing audience segments. The OnAudience DMP is GDPR and CCPA friendly.
Salesforce Audience Studio
In 2016, Salesforce acquired Krux DMP, renaming the product as Salesforce DMP and, later, Salesforce Audience Studio. Although listed as a leader in the Forrester Wave for DMPs in 2019, Salesforce has officially stopped selling the product and is now promoting its CDP software. Learn the difference between a DMP and a CDP.
Permutive
Permutive’s DMP supports both advertisers and publishers. It ingests data from all sources, including first-, second-, and third-party data. The DMP can access audience data on Safari and Firefox, where 3rd party cookies are often blocked. Built on edge processing, Permutive offers real-time segmentation and analysis, including unlimited analysis of historical data and live campaign analysis.
ADEX DMP
The ADEX data management platform is a German-based self-hosted data technology solution focused on serving EMEA and AP. It collects data from all data sources and provides real-time segmentation, look-a-like audience building, and integrates with a number of ad providers for data activation. ADEX also provides a data marketplace to share customer data.
Lotame
Lotame is a provider of data solutions. It offers four components in its data management platform: Lotame LAB, which enables the building, segmenting, and scaling of audiences; Lotame Connect, which allows the connecting of any data source; Lotame Analytics for actionable data insights; and Lotame Data Exchange, which it touts as the “world’s largest 2nd and 3rd party data sources.” Lotame provides solutions for marketers, agencies, and publishers.
Synthio
Synthio, a contact data management platform, was acquired by Vertify, a customer data intelligence solutions provider, in 2020. It integrates with marketing automation and CRM systems and provides tools to manage and improve the quality and health of all B2B contacts.
DMPs Who Made The Forrester Wave for Data Management Platforms
The Forrester Wave for Data Management Platforms, Q2, 2019 is the most recent DMP wave from the technology research firm. In that wave, Salesforce Audience Studio and Adobe Audience Manager topped the list as leaders in the DMP market. Other vendors who made the list include:
- Strong Performers: Neustar Identity DMP (now part of TransUnion), Nielsen’s Marketing Cloud, Oracle DMP (sunset September 2024)
- Contenders: Lotame, ADEX
It’s important to note that technology research firm, Gartner, doesn’t provide a magic quadrant report for data management platforms for marketers. It does, however, have a magic quadrant for data management platforms for analytics, but that report does not include DMPs for marketing.
FAQ
What are the top DMP vendors in the market?
Leading active DMP vendors include Adobe Audience Manager, Lotame, and Permutive; Oracle BlueKai and Salesforce Audience Studio have been sunset. Adobe and Salesforce Audience Studio were recognized as leaders in the 2019 Forrester Wave for Data Management Platforms, though Salesforce has since discontinued its DMP in favor of its CDP offering and Oracle exited the advertising business in September 2024. The vendor landscape continues to shift as the industry moves toward customer data platforms.
Are DMPs being replaced by CDPs?
Many organizations are transitioning from DMPs to CDPs as the advertising ecosystem moves away from third-party cookies. DMPs rely heavily on anonymous, cookie-based data that is becoming less available due to browser data privacy changes and regulations like GDPR and CCPA. Customer data platforms offer a more future-proof approach by building profiles on first-party data and personally identifiable information (PII) with long-term data retention, enabling richer customer segmentation.
How do I choose the right DMP vendor?
When selecting a DMP vendor, evaluate their data source integrations, audience segmentation capabilities, real-time processing speed, and compatibility with your existing ad exchanges and DSPs. Also consider whether a DMP alone meets your needs or if a CDP would provide broader value by supporting the full customer lifecycle beyond just advertising use cases.
Related Terms
- Data Clean Room — Privacy-safe environment increasingly used as a complement or alternative to DMPs
- Data Activation — The process of pushing audience segments from DMPs or CDPs to marketing channels
- Ad Exchange — Marketplace where DMP-built audience segments are used for programmatic buying
- Identity Resolution — Matching and unifying user profiles across devices and channels, a key CDP advantage over DMPs