Data-management platform (DMP) partners that it would impose new restrictions on pixels fired by campaigns that run on the Google Display Network (GDN).DMP means “Collecting impression-level data via cookies or other mechanisms for purposes of subsequent retargeting, interest category categorization or syndication to other parties on Google Display Network inventory is prohibited,”.
What is DMP ??
DMP are is collaboration of many data suppliers .A Data Management Platform (DMP) is a technology platform that collects, stores, and packages the consumer data it receives from various Data Suppliers.Through database integration, DMPs will then make this information available to its various ad technology partners.
DMP which owns the demand-side platform (DSP) buying the impression are only allowed to track the user data.The ability to cap how many times a certain consumer sees an ad.
This reduces media waste and lets [advertisers] reach more people at the optimum frequency rate.So a client buying inventory with multiple DSPs won’t have visibility into consumer activity around ads running through Google Display Network, limiting the ability to optimize how often an ad is shown.
Problem in DMP pixel
The problem with many banner ads is that they’re stuffed with too many tracking pixels.This bloat increases the possibility of audience data leakage, which many vendors believe is Google’s rationale for its regulatory tightening Reason behind this as per google is concerns for potential data leakage and pixel loading as reasons for the change.
Impact on Users
For More regarding cookie syncing between DMP and DSP Source:Tom Chavez,Adexchanger
What are the big DMP players
As with other areas of advertising technology, there have been acquisitions of DMPs by large marketing platform providers such as Adobe and Oracle, as well as by data aggregators like Nielsen.
Some of the major DMP technology sellers are Adobe AudienceManager (Adobe acquired DMP Demdex in 2011), Oracle DMP (Oracle acquired BlueKai in 2014), eXelate (now owned by Nielsen), Krux and Lotame. Additionally, some DSPs now have their own DMP technology. Turn is an example of a DSP that also offers clients DMP technology.
DMP is most important part when we are considering programmatic, It play important role we need to do demo,contextual targeting.