More than ever, enterprise businesses across a range of sectors need a 360-degree view of their customers, and a reliable way of keeping track of their ever-expanding digital footprint.

The data management platform (DMP) has evolved significantly from a tactical tool used exclusively in the display advertising arena to a more strategic technology at the heart of customer intelligence.

This guide explores in more detail how the DMP’s real-time activation capabilities mean that it is increasingly being seen as a linchpin of the customer experience. Additionally, this guide also looks at the types of questions that businesses need to ask themselves in order to harness the full power of DMPs, as well as the questions they should be asking their vendors to ensure that they deliver against their requirements.