by Óscar López Cuesta · ESIC Editorial · tapa blanda · ISBN 9788417129392
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«Data Management Platform (DMP)» is Óscar López Cuesta's manual on digital marketing, published by ESIC Editorial in paperback (128 pages).
Explains what a Data Management Platform is and its role in today's online marketing. It covers programmatic buying, audience data collection, and segmentation from a didactic perspective without being tied to a vendor, reviewing cookies, device identifiers, data architectures, and use cases.
First edition published on January 26, 2018, in Spanish. The volume includes a glossary and bibliography.
Aimed at digital marketing professionals, advertisers, and students seeking a practical introduction to audience management and DMPs.
