Both CDP and DMP provide great customer insights that can help marketers to target their audience more precisely with right offers and messages. Even though CDP and DMP both have some common characteristics, besides that, they are a complement to each other.

1. https://www.audienceplay.com/blog/cdp-vs-dmp/
CDP vs DMP Insights That Every
Marketer Must Know
- KHADEER SULTANA

2. CDP Vs DMP is something of a common topic of discussion among marketers and entrepreneurs. As many of
them are aware of the terms CDP and DMP, but choosing one is confusing.
Both CDP and DMP provide great customer insights that can help marketers to target their audience more
precisely with right offers and messages.
Even though CDP and DMP both have some common characteristics, besides that, they are a complement to
each other.
https://www.audienceplay.com/blog/cdp-vs-dmp/

3. CDP vs DMP- 9 Key Differences
1. Difference Between CDP and DMP Based on Data Types (including PII)
CDP can operate by considering any(email, phone number, security number, etc.) PII information based on that
you can decide what type of PII you want your CDP to gather.
To have better insights into your audience, more data is required. Therefore, CDP focuses on collecting as much
information as possible of a particular person from various touchpoints of the customer journey.
CDPs mainly use first-party data collected directly from customers across various marketing channels and
platforms. And DMP depends on the anonymous data (cookies, ad ids and IDFA) more for targeting advertising
campaigns.
https://www.audienceplay.com/blog/cdp-vs-dmp/

4. 2. Difference Between CDP and DMP Based on Data Retention
The other significant difference is how long CDP and DMP platforms can retain data of your audience.
Most of the CDP’s provide the option to their users to select the term of retaining their data besides an option to
delete user data. As in CDP, the more data they have, the more informed decisions they can make.
Consider an example to understand CDP vs DMP-
Like if you want to offer something to your most valuable customers who spend a good amount in the previous
year. Now if you’re going to target them in the current year, by just seeing the data from CDP, you can easily
target them.
On the other side, DMPs are quite the opposite to it in this term, because they retain data for a short time usually
90 days.
https://www.audienceplay.com/blog/cdp-vs-dmp/

5. 3. Difference Between CDP and DMP Based on Single Unified Data Storage
When it comes to data storage, CDP data is stored in a centralized, scalable location, making it easier and fast to
access it all at once.
CDP can create a look-a-like audience with DMP; on the other side, DMP can create on its own without CDP.
When it comes to DMP, it maintains data in two storage locations. In one storage location it stores the complete
data and in another location, data which require quick access that is a subset of another storage location but kept
separately.
https://www.audienceplay.com/blog/cdp-vs-dmp/

6. 4. Difference Between CDP and DMP Based on Way Data Collected and Stored.
CDP collects raw data with a granular level of precision and stores the complete data with unlimited capacity. It
collects data for persistent, long-term storage, in multiple formats without any earlier defined taxonomies.
Conversely, DMPs gather data like common transactional marketing tools along with tags, APIs. And uploads
frequently, the outcome view is high-level and in aggregate. For this, most of the DMPs platforms retain their user
data not more than 90 days.
https://www.audienceplay.com/blog/cdp-vs-dmp/

7. 5. Difference Between CDP and DMP Based on Implementations in the Complete Martech Stack
CDPs have the option to retrieve the user information whenever they want and wherever they present in the
customer lifecycle.
CDP’s can integrate the user data to any platform for various adtech and martech purposes.
For example, uploading user data onto Facebook for look-alike modelling, retargeting and other purposes across
the customer journey. Interestingly, CDPs can work with both anonymous and PII data.
DMPs are designed explicitly for adtech to create targets for advertising and obtaining marketing or dealing with
new or anonymous customers.
https://www.audienceplay.com/blog/cdp-vs-dmp/

8. 6. Difference Between CDP and DMP Based on Complete Customer Profile
CDP enables you to access the complete profile(historical, behavioural, demographic, social activities and many
other) of a particular person on hand to carry out any interactions with customers directly.
In DMP, you have a list of segmented audiences based on specific parameters. DMPs generate these segmented
audiences based on their anonymous cookie ids, ad ids, IP addresses, segmented or de-segmented data.
https://www.audienceplay.com/blog/cdp-vs-dmp/

9. 7. Difference Between CDP and DMP Based on Activation
CDPs activate by direct customer engagement and DMPs activate by DSP (advertising).
For example- When we have first-party data and want to activate cookie id we go for DMP and for PII activation
we go for CDP.
https://www.audienceplay.com/blog/cdp-vs-dmp/

10. .8. Difference Between CDP and DMP Based on Cross-Device Identity
CDPs follow deterministic matching based on unique Ids: emails, mobile numbers, etc.
DMPs follow probabilistic based on specific algorithms and activate through an activation with a DSP. Making
DMPs do have the capability to integrate with device graphs.
https://www.audienceplay.com/blog/cdp-vs-dmp/

11. 9. Difference Between CDP and DMP Based on Use Cases
As CDP collects lots of information about the users, it helps the marketers to target the audience on different stages
of the customer lifecycle.
CDP’s major strength lies in scaling the personalization view of marketing across various stages of the customer
lifecycle.
You can even use CDP for social media ads by creating custom audiences by uploading PII like email addresses.
CDP use cases such as- Audience creation, advertising, acquisition marketing and digital targeting.
DMP, on the other hand, focuses on advertising campaigns, by targeting a specific segment of the audience
improves the efficiency of media buying.
https://www.audienceplay.com/blog/cdp-vs-dmp/

12. To Sum Up-
In short, CDP and DMP complement each other. If you want to go with the third-party vendors for better reach go
for DMP. However, for maintaining long-term relationships with the customers and wanting to leverage your first-
party data go for CDP.
To facilitate you, We have one option that is Audienceplay. It has features of both CDP and DMP along with it
has additional features that can-
● Enrich your data by adding all missing attributes to your existing data
● Monetize your data by sharing anonymously with their partner brands and generate revenue for every
footprint of your user.
● Segment your data based on various granular level precision factors.
● And many more features.
Isn’t something exciting? Don’t wait, try it now, it’s free.
https://www.audienceplay.com/