The primary purpose of using a data management platform (DMP) is to aggregate, organize, and analyze large volumes of data from various sources. This enables businesses to gain valuable insights into customer behavior and preferences, facilitating better targeting and personalization of marketing strategies. DMPs support marketers in managing audience data effectively, helping them create tailored campaigns and improve engagement. In addition, a DMP can enhance data compliance and security, making it a crucial tool for organizations aiming to leverage data-driven decisions in a competitive landscape.