⚡ Data Management Platforms

Data management platforms (DMPs) are software used in advertising and marketing to collect and manage audience data. They allow businesses to identify audience segments, build lookalike audiences and optimize paid media spend.

According to our research, data management platforms are used on 0.8% of all websites.
89.2% of these sites use only one DMP, 6.6% use two, and 4.2% use three or more at the same time.

Statistics based on 3.3M+ analyzed websites. About this data

⭐ Most Popular in 2026

The following chart shows the leading DMPs in 2026, based on market share.

The most popular is Adobe Audience Manager with an impressive share of 37.4%, followed by Simpli.fi with 15.2% and Adform with 14.6%.

Adobe Audience Manager 37.4%
Simpli.fi 15.2%
Adform 14.6%
Lotame 9.5%
Piano 7.7%
Nexxen 5.1%
Permutive 5%
Clearbit 4.3%
Nielsen 3.7%
Oracle BlueKai 3.4%
Wider Planet 3.1%
Logly Audience Analytics 2.8%
Intimate Merger 1.6%
Navegg 1.3%
Eyeota 1.1%

You can also drill down by country:

🚀 Country Highlights

Here is a list of DMPs that are especially popular in certain countries.
Differences between global and country rankings are shown in parentheses.

Simpli.fi is #1 in the United States ^(-1)
Adform is #1 in Turkey ^(-2)
Wider Planet is #1 in Korea ^(-10)
Logly Audience Analytics is #1 in Japan ^(-11)
Navegg is #1 in Brazil ^(-13)
Piano is #2 in the United Kingdom ^(-3)
Nielsen is #2 in Italy ^(-7)

✨ Best DMPs

Below is a more detailed list of 18 DMPs we detect, ranked by their market share.

Rank	Name	Market share
1	Adobe Audience Manager San Jose, California, United States A data management platform that helps customers build unique audiences from multiple data sources to create valuable segments that can be targeted consistently across channels. $150,000+/year	37.4%
2	Simpli.fi Fort Worth, Texas, United States A programmatic DSP and DMP platform offering solutions for CTV, addressable, geo-fencing, mobile, display, native, audio and social advertising. $10,000+/month	15.2%
3	Adform Copenhagen, Denmark A global programmatic advertising platform that lets marketers plan, buy, and measure digital media campaigns with unified demand-side, data management, and ad-serving tools. $$$	14.6%
4	Lotame Columbia, Maryland, United States An end-to-end data collaboration platform that enables digital marketers to unify, analyze and activate data. $$$	9.5%
5	Piano Amsterdam, Netherlands A unified cloud-based solution that combines data management, audience segmentation, activation, and analytics. $$$	7.7%
6	Nexxen New York, United States A flexible, video-first, unified demand-side and sell-side advertising platform.	5.1%
7	Permutive London, United Kingdom A real-time data platform that enables publishers and advertisers to collect, analyze, and activate first-party audience data while maintaining privacy compliance. $$$	5%
8	Clearbit Cambridge, Massachusetts, United States A data activation platform that helps companies collect, enrich, segment, and activate B2B customer and prospect data to improve targeting and engagement across sales and marketing systems. $30,000+/year	4.3%
9	Nielsen New York, United States A core application within the Nielsen Marketing Cloud that powers cross-platform consumer data analysis and management, segmentation and activation. $$$	3.7%
10	Oracle BlueKai Austin, Texas, United States A cloud-based data management platform that enables companies to personalize online, offline, and mobile marketing campaigns. $$$	3.4%
11	Wider Planet Seoul, Korea A Korean DMP that collects and analyzes holistic behavioral data of target customers.	3.1%
12	Logly Audience Analytics Tokyo, Japan A data management platform from Japan. Free$$$	2.8%
13	Intimate Merger Tokyo, Japan A Japanese data management platform.	1.6%
14	Navegg São Paulo, Brazil A DMP and website analytics solution developed in Brazil.	1.3%
15	Eyeota Singapore A global provider of audience data for marketing and advertising.	1.1%
16	FreakOut Tokyo, Japan A Japanese demand side and data management platform.	1%
17	AudienceOne Tokyo, Japan A Japanese data management platform.	0.7%
18	OnAudience London, United Kingdom Empowers AdTech and MarTech ecosystems by providing privacy-safe mobile, desktop, and CTV data based on cookieless solutions. $500+/month	0.1%

👉 See Also

Data management platform

🗃️ About This Data

We evaluate the popularity of technologies based on the number of websites where we detect their usage.
Technologies without a detectable web footprint, and those we do not track, are not reflected in the calculated market share.
This report is based on the analysis of 3,363,931 websites.
We currently track the presence of 18 DMPs across the web.
Statistics were last calculated on April 6, 2026.
For more details, see our methodology and disclaimer.