Typically used by advertisers, DMPs are platforms with pre-built connections to manage work�ows and help brands segment their 1st
party data and 3rd party data to create actionable audiences.
Data Lakes are �exible, cloud-based platforms that store data in its
native format, allowing brands to run queries on-the-�y when the data is
needed for analysis.
Data Warehouses house a collection of data from multiple sources
like point-of-sale, website, call center, which is used to support a company’s strategic decision-making.
DATA MANAGEMENT PLATFORM DATA LAKE DATA
WAREHOUSE
LimitedFlexibility
Fixed Con�guration
Highly Flexible
FLEXIBILITY
Structured Unstructured Structured &Unstructured
DATA
COST
Designed for low cost, but fees can drive costs up$$
Not VeryPersistent
Highly Persistent
DATA PERSISTENCY
USERS
AdvertisingProfessionals
DataProfessionals
DataScientists
LimitedFlexibility
Fixed Con�guration
Highly Flexible
FLEXIBILITY
Structured Unstructured Structured &Unstructured
DATA
COST
Can be expensive$$$
Not VeryPersistent
Highly Persistent
DATA PERSISTENCY
USERS
AdvertisingProfessionals
DataProfessionals
DataScientists
LimitedFlexibility
Fixed Con�guration
Highly Flexible
FLEXIBILITY
Structured Unstructured Structured &Unstructured
DATA
COST
Designed for low cost$
Not VeryPersistent
Highly Persistent
DATA PERSISTENCY
USERS
AdvertisingProfessionals
DataProfessionals
DataScientists
¯\_(ツ)_/¯
TYPES OF INGESTIBLE DATA
1. What Resources Are Available to You?
2. What Kind of Access Do You Have to Customer Data?
3. Does the Platform Have Data and Device Graphs Available for Purchase?
The central resource you will need are data scientists to query and pull relevant data from the platform.
Customer data is the crucial link that enables marketers to tie disparate data sources together without the need for probabilistic algorithms.
If you don’t collect customer data like email addresses, it is imperative that the platform you select has its own �rst-party data so you can sync it between online and of�ine channels.
NAME
DEVICE TYPE
DIGITAL BEHAVIORS
SALES DATA
CONSUMER DATA
EMAIL ADDRESS
PHYSICAL ADDRESS DEVICE IDENTIFIER
IP ADDRESS
LOCATION DATA
DEVICE GRAPH
IDENTITY GRAPH
DEMOGRAPHIC INFORMATION
PURCHASING BEHAVIOR
DMP SEGMENTS
OFFLINE ACTIVITY
CRM
POS
CALL CENTER
DIRECT MAIL
STORE VISITS
OUT-OF-HOME
MEDIA LOGS
BID REQUESTS
IMPRESSION EXPOSURES
AD CLICKS
IPS REACHED
DEVICE IDS REACHED
BROWSER COOKIES
VIEWERSHIP
CONTENT VIEWED
SUBSCRIBERS REACHED
ISSUES DISTRIBUTED
BRAND’S ADS WITHIN THE CONTENT
PIXELSCONVERSION
EMAIL ADDRESS
WEBSITE
THE ADVERTISER’S GUIDETO DATA PLATFORMS
3 KEY QUESTIONS TO ASK WHEN CONSIDERING A DATA LAKE
To learn more about data lakes, visitviantinc.com/datalake
DATA LAKEAs the most �exible and persistent of the three
platforms, data lakes give advertisers a complete, transparent view of their performance – from
initial ad exposure to which stores consumers' visited, and when they actually purchased.
