MediaMath Further Blurs Line Between CDP and DMP

Many marketers are confused about the difference between Customer Data Platforms and Data Management Platforms. (My short answer: CDPs hold all customer data and support all channels; DMPs hold less data and focus primarily on Web advertising.) DMP vendor MediaMath has further muddied the waters with Adaptive Segments, which lets marketers ingest data from CRM and other non-Web systems, create audiences in real time, and push those audiences to non-Web systems. It’s still not as powerful as a real CDP but you’ll have to dig into the details to understand why.