Alphabet soup in Digital Marketing or Programmatic Advertising: A look into DMP, DSP, SSP, RTB, DBM and DCM

Programmatic Advertising and Digital Marketing acronyms

In and Big Data era, a digital marketer comes across many .

Here in these article, we shall share the definitions of acronyms like DMP, DSP, SSP and RTB. On top of that I would like to add DBM and DCM as I came across some digital marketer who might be confess with the features and functions of these two products.

DBM – DoubleClick Bid Manager (now renamed as DV360 or Display Video 360)
DCM – Doubleclick Campaign Manager (now renamed as CM or Campaign Manager)

The DSP facilitates the real-time bidding (RTB) on multiple RTB exchanges, which are brokers for ad inventory across thousands of publishers. This enables marketers to reach their target audiences through demographic, behavioral, and contextual targeting, and optimize based on the best-performing media strategies.

Why DMPs matter: They centralize audience data, analytics, and reporting and allow marketers to optimize their targeting efforts using multiple data sources.

DMPs can also act as the marketer’s data distribution hub by “forwarding” first and third-party data sets to the publishers and ad networks that the marketer wants to use for digital campaigns.

The DMP enables marketers to centralize and make use of all different kinds of data sets—offline and online, first-party (your own audience data), third-party, etc.—to make more informed decisions as to how they can most effectively reach their target audiences online and realize the best ROI.

In today’s digital landscape there are an infinite number of acronyms. As a marketer, you might have KPIs (Key Performance Indicators) for your RoS (Run of Site) campaign with the end goal of driving new MQLs (Marketing-Qualified Leads). While I could go on for days describing all of the acronyms that you might run into, there are a handful that are tossed around quite often in digital marketing speak that are a bit more difficult to digest:

 

Curated from A Look Into DMP, DSP, SSP, & RTB Acronyms | LinkedIn Marketing Blog

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