
Data Management
Top 5 Data Management Platforms Of 2024
By TechDogs Editorial Team

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Overview
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Say you have created the best product, hired the best sales team and top-notch marketers – all you need to do now is sell. Yet, for some reason, sales don’t skyrocket like you imagined they would. You do the groundwork yourself, analyze the market by conducting surveys and realize that your consumer segments do not relate to the tonality of your marketing communication! #Ouch
Now take this small example and apply it to an enterprise-sized business that cannot afford to make sales and marketing moves without being informed by data. That’s where Data Management Platforms (DMPs) help organizations collect and manage data from a wide array of sources—be it first-party, second-party or third-party — to create reports and build customer profiles for targeted personalization campaigns.
DMPs are a brilliant way to understand and derive insights, helping you navigate the world of businesses using data, stats and facts. These platforms have become the lifeblood of digital marketers today and are increasingly important for customer-centric teams.
Last year, we discussed the Top 5 Data Management Platforms Of 2023 - but times have changed since then. So, let’s find out how new features have changed the game for these tools this year. Read on for the top 5 Data Management Platforms of 2024!
Top 5 Data Management Platforms Of 2024
Data Management Platforms are SaaS solutions that help businesses manage their data in an organized and efficient way. They are versatile and can be used for data cleansing, data analysis, data mining and other processes needed for data-driven workloads. They are also used to create reports and charts that help managers understand how their business is performing from a data perspective.
Here are our top picks for the top 5 Data Management Platforms of 2024 – in no specific order.
Adobe Audience Manager![]() |
Google Audience Center![]() |
Nielsen Marketing Cloud![]() |
Nexxen![]() |
Lotame Spherical Platform![]() |
Tool 1: Adobe Audience Manager
Headquartered in San Jose, California, Audience Manager started as Demdex in 2008 but was acquired by Adobe in 2011. Some major companies like Princess Cruises, Hyatt, Prudential, Coca Cola and Condé Nast rely on Adobe for various business needs. For the seventh consecutive year, Adobe has been recognized by JUST Capital as one of America’s Most Just Companies as well as being on the CDP 2022 A List and CDP 2022 Supplier Engagement Leader!

Retaining its place from last year’s list, Adobe Audience Manager integrates online and offline data from every available source to deliver a unified view of data. Organizations can identify their most valuable products or campaigns to then deliver targeted ads to audiences with a greater chance of conversion. Adobe’s DMP also allows marketers to optimize the marketing approach by classifying the customers based on different segmentation such as age, location, preferences, etc.
Some key features include customer profiling and segmentation, comparing the reach of media partners, customer first-party data, targeting the correct target segments and customizing business factors to get better audience insights. Pretty cool!
Feature Ratings:
- Ease Of Use: ⭐ ⭐ ⭐ ⭐
- Value For Money: ⭐ ⭐ ⭐
- Startup Friendly: ⭐ ⭐ ⭐
- Enterprise Friendly: ⭐ ⭐ ⭐ ⭐
- Customer Support: ⭐ ⭐ ⭐ ⭐
Tool 2: Google Audience Center
Who doesn’t know Google? Google was founded in 1998 and is based in Mount View, California, USA. and the rest is history. Google serves major enterprises such as Wendy’s, GE, FOX Sports, Merck and HSBC among others. In 2024, Google was recognized for the Best Global Culture 2024, awarded by Comparably. Kudos, Google!

Google Audience Center, part of our list last year as well, is a Data Management Platform designed to offer the capability to unify data from analytics, ads, email, social media and CRM to better understand and reach customers. It is Google’s first DMP for enterprises and a key component of the Google Analytics Suite of integrated tools within the Google Marketing Platform.
What's more – it can be integrated with open cloud that helps develop, innovate and scale with flexible open-source technology without the risk of vendor lock-in. The platform also keeps data secure and compliant using Google’s proprietary technology and expertise.
Feature Ratings:
- Ease Of Use: ⭐ ⭐ ⭐ ⭐
- Value For Money: ⭐ ⭐ ⭐
- Startup Friendly: ⭐ ⭐ ⭐ ⭐
- Enterprise Friendly: ⭐ ⭐ ⭐ ⭐
- Customer Support: ⭐ ⭐ ⭐
Tool 3: Nielsen Marketing Cloud
Nielsen, founded in 1923 and headquartered in New York City, is over 100 years old! Boasting over 15,000 employees, it deals with information, data and market measurement for clients such as the Wall Street Journal, CNBC and DailyMotion. Moreover, the company was listed on the New York Stock Exchange and was a component of the S&P 500.

In 2016, Nielsen launched Nielsen Marketing Cloud, a cloud-based digital marketing platform that boasted data management capabilities, which makes its second appearance on our list. Nielsen’s DMP is a seamless media platform that forms a complete view of customer data from different sources. Some key features include audience segmentation, message sequencing, media planning, profiling, orchestration, frequency capping and more.
Through AI integration, Nielsen’s DMP can help customize audiences based on marketing requirements and identify changes across seasonal or local demand. Moreover, audience demographics, customer personality and behavior are among the metrics that can be analyzed and used by businesses, thanks to Nielsen!
Feature Ratings:
- Ease Of Use: ⭐ ⭐ ⭐
- Value For Money: ⭐ ⭐ ⭐
- Startup Friendly: ⭐ ⭐
- Enterprise Friendly: ⭐ ⭐ ⭐
- Customer Support: ⭐ ⭐
Tool 4: Nexxen DSP (formerly Amobee)
Founded in 2005 by Zohar Levkovitz, Amobee is headquartered in California, US. Tremor International acquired Amobee from Singapore-headquartered telco Singtel for $239 million, before the company changed its name from Tremor International Ltd. to Nexxen International Ltd. Their new clients include major brands like Lexus, Skype, Evian and Pizza Hut. Amobee was named a Leader in the Gartner Magic Quadrant for Ad Tech in 2020 and 2021, along with recognition at the MarTech Breakthrough Awards, Stevie Awards and IAC Awards among others!

Nexxen DSP, a newcomer to our list, is an independent advertising platform for end-to-end campaign and portfolio management but includes many DMP capabilities. With its 4Screen reports, businesses can use data to comprehensively understand consumers' actions throughout the marketing funnel to gain actionable insights. Further, users can plan future strategies with transparent, unaggregated data describing the consumer journey and interactions.
Nexxen also provides audience intelligence, data onboarding, segment creation, sentiment and trends analytics. Businesses can also benefit from its media planning, execution, optimization and analysis features. This simplifies marketing management and ensures data marketers can provide users with excellent customer experiences, driven by data insights.
Feature Ratings:
- Ease Of Use: ⭐ ⭐ ⭐ ⭐
- Value For Money: ⭐ ⭐ ⭐
- Startup Friendly: ⭐ ⭐
- Enterprise Friendly: ⭐ ⭐ ⭐⭐
- Customer Support: ⭐ ⭐ ⭐⭐
Tool 5: Lotame Spherical Platform
Lotame was founded in 2006 by Andrew Monfried and is based in Maryland, USA. Lotame works with industry leaders like Adobe, AdSquare, Bloomreach, Microsoft, Meta and others. Further, the company bagged G2’s Top Leader Award in 2024, along with being named Most Innovative Companies in Marketing Technology in 2023.

Lotame Spherical Platform makes a return to our list! This Data Management Platform helps publishers, advertisers and agencies unlock their data's potential and target audiences by collecting consumer information across various sources. These insights help marketers fine-tune their strategies to create more effective, successful and personalized outreach campaigns.
Lotame’s DMP also consists of three integrated products: Lotame Lab, Lotame Connect and Lotame Exchange, allowing users to accomplish many data management tasks. However, Lotame also offers an unbundled model, so customers can pick and choose the services and features that best fit their needs.
Feature Ratings:
- Ease Of Use: ⭐ ⭐ ⭐
- Value For Money: ⭐ ⭐ ⭐
- Startup Friendly: ⭐ ⭐ ⭐
- Enterprise Friendly: ⭐ ⭐ ⭐⭐
- Customer Support: ⭐ ⭐ ⭐⭐⭐
In The End
No matter which sectors a company serves, selecting the most suitable enterprise software is essential. As new digital technologies that empower businesses and their workers are based on data, it is critical to adopt Data Management Platforms to deliver the best experience to clients and customers.
While a DMP is a game-changer, ensure you choose the most appropriate solution for your business. Happy data management!
Frequently Asked Questions
What Are The Top 5 Data Management Platforms Of 2024?
The top 5 data management platforms of 2024 are Adobe Audience Manager, Google Audience Center, Nielsen Marketing Cloud, Nexxen DSP (formerly Amobee) and Lotame Spherical Platform. These platforms offer versatile solutions for managing data efficiently, including data cleansing, analysis, mining and reporting, catering to diverse data-driven workloads.
How Do Data Management Platforms Benefit Businesses?
Data management platforms benefit businesses by enabling them to collect and manage data from various sources, including first, second and third-party sources. They provide insights and facilitate the creation of customer profiles for targeted personalization campaigns. By leveraging data analytics and insights, businesses can enhance their marketing strategies, improve customer engagement and drive better business outcomes.
What Key Features Do Data Management Platforms Offer?
Data management platforms offer a range of key features, including customer profiling and segmentation, audience targeting, data integration from multiple sources, analytics and reporting capabilities. These platforms empower businesses to unify data, gain actionable insights, optimize marketing approaches and enhance customer experiences through personalized engagement strategies.
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