Advertisers rely on data when buying inventory in order to find out more about audiences and also they try to analyze their campaign messages. So, programmatic ad trading has become important. It is defined as automating the process of buying and selling digital media and advertising by using software. Programmatic trading has ensured that Data Management Platforms (DMP) software help marketers and publishers to employ the information they hold about users more effectively and enables publishers to learn about their audience – their likes and dislikes. The advantages of DPM goes beyond advertising, into content personalization, email, CRM. Read more at: http://digitalmarketingmagazine.co.uk/digital-marketing-data/data-management-platforms-beyond-advertising/1276