Navigating DMPs and CDPs: Evolving Strategies in Advertising

This chapter examines the distinctions between Data Management Platforms (DMPs) and Customer Data Platforms (CDPs), focusing on their functionalities for publishers and advertisers. It highlights the challenges of redefining marketing categories in a rapidly changing landscape and emphasizes the need for effective communication of value in a crowded market. Additionally, the discussion covers the complexities of identity in advertising technology, the shift towards identity-rich environments, and the importance of publisher relationships in enhancing marketing strategies.