What It Is: An audience management platform combines the elements of a demand-side platform with that of a data-management platform, offering real-time bidding on ad inventory, statistics from online and offline sources and tools for audience segmentation across multiple platforms.
Why it Matters: Data drives strategy and that strategy directs ad spend. Companies that purchase ad inventory based on real-time data analysis need all of their analytical tools at hand when looking at audience segmentation efficacy as well as ad performance indicators. Statistics are more manageable when they can be viewed and placed in context of overall strategy goals through a single dashboard, so AMPs make sense for large companies managing multiple campaigns.
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