<s>
A	O
data	B-Application
management	I-Application
platform	I-Application
(	O
DMP	O
)	O
is	O
a	O
software	O
platform	O
used	O
for	O
collecting	O
and	O
managing	O
data	O
.	O
</s>
<s>
DMPs	O
may	O
use	O
big	B-Application
data	I-Application
and	O
artificial	B-Application
intelligence	I-Application
algorithms	O
to	O
process	O
and	O
analyze	O
large	O
data	O
sets	O
about	O
users	O
from	O
various	O
sources	O
.	O
</s>
<s>
This	O
technology	O
is	O
continuously	O
being	O
developed	O
by	O
global	O
entities	O
such	O
as	O
Nielsen	O
and	O
Oracle	B-Application
.	O
</s>
<s>
It	O
is	O
an	O
integrated	O
solution	O
which	O
as	O
of	O
the	O
2010s	O
can	O
combine	O
functionalities	O
of	O
for	O
example	O
a	O
data	B-General_Concept
lake	I-General_Concept
,	O
data	O
warehouse	O
or	O
data	B-Application
hub	I-Application
for	O
business	B-General_Concept
intelligence	I-General_Concept
purposes	O
.	O
</s>
<s>
The	O
data	O
stored	O
may	O
include	O
customer	O
information	O
,	O
demographics	O
,	O
and	O
mobile	O
identifiers	O
or	O
cookie	B-Application
IDs	I-Application
,	O
which	O
the	O
DMP	O
will	O
analyze	O
to	O
allow	O
businesses	O
to	O
create	O
targeting	O
segments	O
for	O
advertisements	O
.	O
</s>
<s>
Early	O
programs	O
were	O
written	O
in	O
binary	O
and	O
decimal	B-Application
and	O
this	O
was	O
known	O
as	O
absolute	B-Language
machine	I-Language
language	I-Language
,	O
which	O
later	O
was	O
called	O
the	O
first	O
generation	O
programming	O
language	O
.	O
</s>
<s>
After	O
this	O
,	O
assembly	B-Language
language	I-Language
-	O
which	O
came	O
to	O
be	O
known	O
as	O
second	O
generation	O
programming	O
languages	O
-	O
came	O
into	O
existence	O
.	O
</s>
<s>
This	O
symbolic	B-Language
machine	I-Language
code	I-Language
grew	O
popular	O
among	O
programmers	O
as	O
they	O
were	O
able	O
to	O
utilize	O
alphabet	O
letters	O
for	O
coding	O
.	O
</s>
<s>
Throughout	O
the	O
1960s	O
and	O
1970s	O
,	O
as	O
technology	O
continued	O
to	O
progress	O
and	O
programmers	O
became	O
more	O
in	O
touch	O
with	O
computers	O
,	O
the	O
First	O
and	O
Second	O
Generation	O
Programming	O
Languages	O
evolved	O
into	O
high-level	B-Language
languages	I-Language
(	O
HLL	O
)	O
.	O
</s>
<s>
HLL	O
were	O
known	O
for	O
emphasizing	O
memory	B-General_Concept
and	O
data	O
management	O
and	O
many	O
of	O
the	O
languages	O
that	O
came	O
out	O
in	O
this	O
era	O
(	O
i.e.	O
</s>
<s>
COBOL	B-Application
,	O
C	B-Language
,	O
and	O
C++	B-Language
)	O
are	O
still	O
widely	O
used	O
today	O
.	O
</s>
<s>
This	O
was	O
made	O
possible	O
by	O
online	O
data	B-Application
management	I-Application
systems	I-Application
.	O
</s>
<s>
In	O
the	O
1970s	O
,	O
Edgar	O
F	O
.	O
Codd	O
developed	O
an	O
easy-to-learn	O
language	O
,	O
Structured	B-Language
Query	I-Language
Language	I-Language
(	O
SQL	B-Language
)	O
that	O
had	O
English	O
commands	O
.	O
</s>
<s>
This	O
language	O
dealt	O
with	O
relational	B-Application
databases	I-Application
,	O
improved	O
data	O
processing	O
and	O
decreased	O
duplicated	O
data	O
.	O
</s>
<s>
This	O
relational	O
model	O
allowed	O
large	O
amounts	O
of	O
data	O
to	O
be	O
processed	O
quickly	O
and	O
improved	O
parallel	B-Operating_System
processing	I-Operating_System
,	O
client-server	B-Operating_System
computing	I-Operating_System
,	O
and	O
graphical	B-Application
user	I-Application
interfaces	I-Application
and	O
it	O
made	O
multiple	O
users	O
to	O
interact	O
simultaneously	O
.	O
</s>
<s>
To	O
deal	O
with	O
the	O
processing	O
and	O
research	O
of	O
Big	B-Application
Data	I-Application
,	O
NoSQL	B-General_Concept
came	O
into	O
existence	O
.	O
</s>
<s>
NoSQL	B-General_Concept
's	O
greatest	O
power	O
is	O
its	O
ability	O
to	O
store	O
vast	O
amounts	O
of	O
data	O
.	O
</s>
<s>
NoSQL	B-General_Concept
was	O
present	O
in	O
1998	O
,	O
however	O
its	O
popularity	O
among	O
developers	O
grew	O
after	O
2005	O
.	O
</s>
<s>
Nowadays	O
,	O
data	O
management	O
has	O
transferred	O
over	O
from	O
local	O
storage	O
to	O
the	O
cloud	B-Architecture
.	O
</s>
<s>
With	O
the	O
rising	O
prevalence	O
of	O
artificial	B-Application
intelligence	I-Application
(	O
AI	B-Application
)	O
,	O
it	O
is	O
now	O
easier	O
than	O
ever	O
to	O
store	O
and	O
sort	O
through	O
immense	O
sets	O
of	O
data	O
.	O
</s>
<s>
From	O
a	O
technical	O
standpoint	O
,	O
JavaScript	B-Language
trackers	O
and	O
APIs	B-Application
are	O
used	O
to	O
inform	O
the	O
server	O
when	O
the	O
user	O
is	O
performing	O
an	O
action	O
that	O
should	O
be	O
recorded	O
and	O
stored	O
.	O
</s>
<s>
DMPs	O
are	O
used	O
for	O
profiling	B-Algorithm
,	O
analyzing	O
,	O
and	O
targeting	O
online	O
customers	O
in	O
digital	O
marketing	O
.	O
</s>
<s>
User	O
profiling	B-Algorithm
-	O
representing	O
real	O
people	O
using	O
sets	O
of	O
data	O
on	O
user	O
related	O
information	O
,	O
such	O
as	O
needs	O
,	O
interests	O
,	O
and	O
behaviors	O
.	O
</s>
<s>
There	O
are	O
six	O
major	O
advantages	O
to	O
using	O
a	O
data	B-Application
management	I-Application
platform	I-Application
:	O
gathering	O
data	O
in	O
one	O
place	O
,	O
using	O
third	O
party	O
data	O
to	O
discover	O
new	O
markets	O
,	O
gaining	O
audience	O
insights	O
,	O
creating	O
a	O
full	O
view	O
of	O
customers	O
,	O
targeting	O
your	O
audience	O
,	O
and	O
effectively	O
budgeting	O
your	O
expenditures	O
on	O
marketing	O
.	O
</s>
<s>
Data	B-Application
management	I-Application
platforms	I-Application
rely	O
heavily	O
on	O
Cookie	B-Application
technology	O
to	O
identify	O
behaviours	O
.	O
</s>
<s>
Recent	O
moves	O
from	O
Apple	O
and	O
now	O
Google	O
are	O
moving	O
towards	O
blocking	O
third	O
party	O
advertising	O
cookies	B-Application
which	O
places	O
the	O
Data	B-Application
management	I-Application
platform	I-Application
value	O
proposition	O
at	O
risk	O
.	O
</s>
<s>
Previously	O
,	O
DMPs	O
processed	O
third-party	O
data	O
through	O
cookies	B-Application
and	O
existing	O
laws	O
did	O
not	O
require	O
user	O
consent	O
for	O
such	O
data	O
collection	O
.	O
</s>
<s>
However	O
,	O
the	O
GDPR	O
now	O
demands	O
that	O
personal	O
data	O
-	O
which	O
includes	O
data	O
collected	O
through	O
the	O
use	O
of	O
cookies	B-Application
-	O
can	O
only	O
be	O
used	O
with	O
user	O
consent	O
.	O
</s>
