Adform FLOW’s unique architecture places identity at the center of the platform. For you, this means a data management platform that not only provides full ownership of your data but leverages rich information seamlessly integrated across the platform. With the Adform DMP, you future proof your most valuable asset while reducing risk in a privacy-centric ecosystem backed by robust cross-device capabilities

Since the introduction of Adform FLOW in 2020, Adform has focused on completely revisiting and re-imagining every assumption made about the role of advertising technology as an enabler for the modern marketer. In an industry that often suffers from unnecessary and excessive complexity, we focus on raising the bar for what clients can expect when it comes to partnership and control.

When we developed Adform FLOW this meant re-architecting the engine at the heart of our platform while placing the marketer – not technical capabilities – first. This engine supports an award-winning user experience with an intuitive design that seeks to elevate essential data and leverage augmented intelligence to empower our users.

This re-imagining of the advertiser/technology relationship is Adform FLOW – Adform FLOW is enterprise technology built for modern marketing. Independent and integrated, it gives you the control you never had – configurable, transparent and secure – enabling seamless management of the whole campaign life cycle across all digital media channels.

Through exceptional user experience and enhanced human/machine collaboration, Adform FLOW provides Augmented Intelligence to amplify your business results.

Why you use a data management platform

Traditional data management platforms are most often associated with products and development projects designed to help marketers, publishers and ad agencies. They are used to turn offline data, as well as data from online sources, such as sales and CRM systems, web analytics and mobile channels, into information that can be used to support media purchases and ad placement. However, with data protection systems expanding into data management, and as big data has taken hold throughout business, DMP capabilities are being applied to those systems to manage data and facilitate data analysis and activation.

In the marketing context, DMPs give businesses control over their customer data to make better decisions about marketing campaigns and media buys. Data management platforms aggregate customer data from various sources and then analyze, organize and segment it into different customer or “audience” types, looking at factors such as location, income, browsing behavior and past purchases.

Advanced algorithms use the segmented audience data to identify potential customers — with profiles similar to an organization’s existing customers — that are likely prospects for marketing campaigns. The data is then used to tailor marketing and ad campaigns to better target those prospective customers. Once campaigns have been run, a DMP assesses their performance across different audience segments and media channels, and helps refine marketing and advertising efforts.

In effect, a data management platform takes a large amount of data and makes it actionable. It provides a business with a deeper understanding of its customers and gives data-driven direction to media buying decisions, campaign targeting and ad optimization.

The future of DMPs

New technologies are changing the data management platform landscape. Internet of things applications and inexpensive sensors are producing more data than ever for DMPs to manage. Machine learning technology is being integrated into data management systems and used to move data from management platforms to its destination faster than ever.

Longer term, “fast data” architecture will make it possible to quickly process large volumes of data, and simultaneously data management is evolving to enable businesses to analyze information instantly. New streaming data products are being built to handle large amounts of complex, diverse and often unstructured data. These streaming platforms work with data in motion, evaluating it the instant it arrives. While such systems aren’t yet financially within reach of most companies, they signal the future of data management platform technology.