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Decentriq DMP Overview

The Decentriq Data Management Platform (DMP) collects user behavior data from websites, mobile apps, and offline sources, and computes audiences and profiles for use in DCRs. Publishers can configure which audiences are generated, and thanks to the tight integration with the DCR, these audiences can be exported for activation. See Benefits of a tight integration between DMP and DCR.

Quick start

New to Decentriq? See the onboarding guide for step-by-step tutorials to get started quickly.

Technical summary​

  • Deployed via standard tag managers, the Decentriq Tag collects event data (page views, checkouts, identifiers, profiles, …) from websites. For mobile app data collection, the Decentriq API is used.
  • The Decentriq DMP processes these events daily into audiences for segment-based targeting. Users can freely define audiences. The DMP supports prediction of custom attributes such as age and gender from user features, trained on labeled ground-truth data. Page-view events are additionally enriched with IAB Content Taxonomy categories classified from URLs using LLMs.
  • The Decentriq DMP is deeply integrated with the DCR. Publishers can automatically refresh their Datalab data on an ongoing basis, keeping it fresh and available for downstream collaborations.
  • Audiences created in the DMP can be activated in several ways:
    • Real-time activation via Key-Value Activation
    • Export to cloud storage destinations
    • Export to the Decentriq DCR Dataset Portal

Benefits of a tight integration between DMP and DCR​

  • Data quality: Publishers capture and export raw signals rather than derived signals, ensuring collaborations with brands or partners in DCRs leverage the highest-quality first-party data.
  • Data recency: With first-party cookie lifetimes as short as one week on platforms like Safari, automated integrations keep data fresh and actionable. Continuous data refresh ensures reach for advertisers and eliminates stale audience segments.
  • Streamlined workflow: Consolidating data collection, audience building, and activation in one platform eliminates collaboration delays and manual ID import/export processes. SSP integrations via the Decentriq Tag ensure seamless targeting with no extra effort from publishers.

The sidebar in the Decentriq UI provides access to the different parts of the DMP, depending on your organization's and user permissions:

  • Audiences: Create and manage audiences in the DMP.
  • Insights: Monitor data quality and explore aggregated metrics about events, users, and audiences.
  • Imports: Create and manage data imports into the DMP.
  • Exports: Create and manage exports from the DMP to external destinations or to the Decentriq DCR Dataset Portal.
  • Key-Value Activation: Make audiences and content categories available to your ad server in real time.
  • Configuration: Set up tracking and ingestion (site groups, identify config, profile config).
  • Docs: Quickly access the documentation from the UI.