Key Points

  • Due to growing privacy regulations, the once-essential world of third-party data is becoming more obsolete every day, while the importance of first-party data grows.
  • No matter what shifts occur, data will remain essential to publishers and their ability to grow their revenue, which makes the presence of a quality Data Management Platform (DMP) paramount to publishers.
  • There are many DMP providers available to explore, each with its own unique features, pros, and cons.

Note: this article is regularly reviewed and updated to keep the guide current and the list up to date. If you feel something is missing from this list, please don't hesitate to contact us with your feedback or request.

The good news is that there are plenty of ways to collect customer data. Every user of your site or app, everything they do in your sphere, all of it - it's all data, and you can use it. But you still have to find a way to manage it. That's where a data management platform (DMP) comes in.

As with most things in ad tech, you have a lot of choices when it comes to Data Management Platforms. Playwire is here to help. Below, we discuss the top DMP partners for 2024. Keep reading.

Playwire has built its very own DMP to help you capture and utilize customer data, and like everything we do, it puts publishers first, always. You can get exclusive access to our DMP alongside our wide range of publisher revenue services. All you have to do is contact us.

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The Publisher's Guide to Data Management PlatformsThe Publisher's Guide to Data Management Platforms

Frequently Asked Questions


What is a Data Management Platform?

A data management platform does one basic thing: it gathers relevant data. For publishers, a DMP may gather data about user demographics, on-site or in-app behavior, or engagement with ads, among many other things.

Good DMPs also break down your audience data into more manageable chunks, whether that means marking it as first-, second-, or third-party data, categorizing it, breaking it down into audiences, or otherwise synthesizing it in a way that enables you to understand and use it.


Why is it important for publishers to not only gather data but also manage it?

It's important for publishers to manage their data because custom audiences are gold to advertisers, and analytics on things like user demographics can help you make the case for higher-priced ad placements on your website or app. As an added bonus, it helps you to tell what's working and what isn't as you try to increase your revenue.

First-Party Data vs. Third-Party Data

What is the difference between first-party data and third-party data?

The simplest definition of 1st party data is this: It’s data that you collect directly from users or visitors while they’re on your website or app. That’s in contrast to 3rd party data, which comes from users’ behavior and actions on other websites and apps.

To make the best most of a data management platform, the more ways you have to collect direct data about your users, the better off you'll be. When your audience themself is the data source, you'll have the most success. So make use of any way you have to collect information from your audience.

About Playwire’s DMP

As part of our revenue amplification platform, RAMP, Playwire offers (in our opinion) the best data management platform to publishers. Our DMP is tailor-made for publishers who would like to grow and future-proof their ad revenue stream. By harnessing the power of first-party data, Playwire's DMP eliminates your reliance on third-party cookies in a privacy-friendly way. Additionally, and one of the most important things we use it for, our DMP uses audience segmentation to create custom cross-site audience segments for our publishers.

That's exactly what direct advertisers - the ones who pay big money for your inventory - are looking for, and our DMP gives it to them. The end result is more revenue for you, the publisher. And it's all done for you.

Our DMP has over 250 pre-defined audience segments that advertisers are already paying major dollars to access. Each defined audience segment provides advertisers with the confidence that they are truly hitting their target audience, for which they'll pay top dollar, which means more money in publisher pockets.


Other Notable DMP Providers

We're partial to our DMP, but there are many others. If you're shopping around, here are several other top DMPs to consider.

Audience Studio (Salesforce DMP)

Audience Studio, formerly Salesforces DMP, is only one part of this massive data management software company's offerings, but it's a powerful part. With this DMP, you can collect data from virtually all channels - website, mobile app, email, social, and more - and you can also purchase second-party data.

Publisher Benefits:

  • Automated, actionable insight delivered to publishers based on incoming data
  • Built-in consent management platform (CMP)
  • Artificial intelligence and machine learning functions build precise audience segments

Salesforce DMP Reviews: 

Citing endless customization and excellent reporting functions as positives and a lack of third-party data integrations as a negative, users have given the Salesforce DMP an average of 4.1 stars on G2 and 6.9 out of 10 on TrustRadius.

Learn More About Audience Studio


Lotame has been a leader in the DMP sphere for a while now, and they've taken all the right steps to get ahead of the death of the third-party cookie . Today, Lotame users can analyze and monetize their first-party data and even take advantage of the platform's built-in predictive data analytics functions.

Publisher Benefits:

  • Supportive of direct and programmatic channels
  • Demonstrable and significant reductions in cost per lead tied to segments built in the DMP
  • Allows publishers to interface directly with marketers and agencies inside a private data exchange

Lotame Reviews: 

Garnering 4.3 stars on G2 and a 7.2 on TrustRadius is likely a testament to the power of the basic DMP product and the excellent customer service mentioned in many of the top reviews. On the more negative side, some reviewers said they experienced delays in the population of newly created audience segments.

Learn More About Lotame

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Data Management Platform Resource CenterThe Complete Data Management Platform Resource Center

Adobe Audience Manager

Adobe Audience Manager is designed to work well with the rest of the Adobe suite, but if you're not on the Adobe bandwagon, don't worry. This AI-powered and agnostic platform can pull in data from virtually any channel. If yours is a tech-forward brand, you may enjoy the built-in Data Science Workspace, which allows you to use your own algorithms or pre-built ones to get deep data insights.

Publisher Benefits:

  • Incorporates data from multiple sources to create real-time customer profiles
  • Use real-time customer profiles to personalize the customer experience
  • Look-alike modeling extends the reach of audience segmentation capabilities

Adobe Audience Manager Reviews: 

With four stars on G2 and an 8.3 on TrustRadius, Adobe Audience Manager is one of the highest-rated DMPs available today. Positive experiences tended to focus on integration with other Adobe tools and the DMP’s ability to create razor-sharp audience segments. Negative experiences are often related to price and technical issues.

Learn More About Adobe Audience Manager

Oracle BlueKai

The Oracle BlueKai Data Management Platform comes with all the bells and whistles of the other top DMPs mentioned here, but it truly excels in helping publishers grow their audiences. As you are gathering and analyzing data within the platform, you can use built-in tools to get look-alike modeling that helps you identify new users. A bigger audience means more ad revenue.

Publisher Benefits:

  • Records inventory trends over time for publisher review
  • Able to blend third-party data inputs from different channels and devices
  • Look-alike modeling enables publishers to expand their reach

Oracle DMP Reviews: 

Support and implementation issues tended to result in the lowest reviews for Oracle BlueKai, but overall, the reviews stood at a fairly positive 3.8 stars on G2 and 8.3 on TrustRadius. Positive reviews often mentioned the sheer amount of data available in the platform’s data marketplace.

Learn More About Oracle BlueKai


Permutive is a DMP that is well-positioned for the next phases of online privacy. It comes with the typical features of high-quality DMPs, but it adds a lens of privacy to every piece of data, enabling you to manage and analyze your data while keeping privacy at the highest possible degree.

Publisher Benefits:

  • Cites a 3.5-times increase in programmatic advertising revenue for publishers on the platform
  • Unlimited lookbacks and live campaign data analysis provide actionable insights to increase revenue
  • Integrates with most major partners, including Facebook, Twitter, Experian, LiveRamp, and more

Permutive Reviews: 

Permutive has an impressive 4.5 stars on G2 but not enough data on TrustRadius to create an aggregate rating. G2 reviewers enjoyed the simple user interface and responsive customer support, but they weren’t big fans of the price or the extra cost for some third-party integrations.

Learn More About Permutive specializes in really big data sets, its data collection capabilities allow you to incorporate data not only from your channels but from those of any partners you may have. That gives you an added layer of analysis, segmentation, and potential new audience targets. The data sharing goes both ways, too - you can easily share your data with partners whenever you like.

Publisher Benefits:

  • More than 27 billion user data profiles are already on the platform
  • Monetizable user behavior insights are automatically generated
  • Integrates data from multiple other sources for use in a single platform Reviews: 

G2 reviewers had almost nothing negative to say about, giving the platform 4.8 stars on average. Meanwhile, users on TrustRadius had almost nothing to say period, as there were not enough reviews to provide an aggregate rating at the time of publication. The few negatives about the platform centered on user experience and customer support issues, while the positives were mostly about reach.

Learn More About

Playwire: The Top DMP for 2024 and Beyond

DMPs play an essential part in publishers' efforts to maximize their revenue. You really can't manage without one, and the DMP you choose can have a direct effect on your revenue. We have outlined some of the best data management platforms available in 2024, but we have to say: Playwire's DMP is designed for publishers like you, and our partners have seen enormous success using it. Why go out looking for a DMP when you can have one that's built into Playwire's full suite of revenue management services?

Whether you're ready to get started or have some questions, we're ready to hear from you. Reach out to our team of publisher revenue experts by contacting us online.

Contact Us

More Data Management Platform Content

Browse some of our other resources about DMPs:

More on the Ad Tech Ecosystem

Are you interested in reviewing all your ad tech options but unsure where to begin given the complexity of the industry? Don't fret, Playwire has your back!

Learn more about all the players and tools that are available across the ad tech landscape with our new Ad Tech Ecosystem webpage, which is updated regularly, and includes information on ad networks, native ad solutions, consent management partners, data management platforms, and everything in between!