What is a data management platform? In this video, John Lincoln, SEO and a digital marketing expert will explain what a data management platform is, how to use it, and why you need it for your digital marketing strategy.

Data management platforms collect and then activate first, second, and third party audience data from various sources. Then, it uses the data to build detailed customer profiles that are used for targeting.

Similar to a CRM, a data management platform collects and tracks data, but instead of being customer-focused, they are data focused. These data management platforms focus on using data from an advertising perspective.

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