Data Management Platforms: An Empirical Taxonomy

Joschka Andreas Hüllmann, Ajith Sivakumar, Simone Krebber

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review


Data management platforms (DMPs) are a widely used means of placing targeted advertising, for example, commercial or political advertisements. However, only a few academic papers shed light on the platforms’ mechanisms. These mechanisms’ opacity makes it hard for consumers to understand what happens with their data, and regulators struggle to implement effective regulations. Hence, we develop a taxonomy to understand and compare different characteristics of DMPs. Following Nickerson’s (2013) method and combining an inductive and deductive approach, eight dimensions emerge that differentiate DMPs. We evaluate the taxonomy’s applicability and test it with a set of nine DMPs, which we select by feasibility, relevance, and popularity. The application shows that the eight dimensions cover the significant features that explain most of the variance in characteristics between DMPs. The evaluation revealed opportunities for further development of the taxonomy.
Original languageEnglish
Title of host publicationProceedings of the 34rd Bled eConference
Subtitle of host publicationDigital Support from Crisis to Progressive Change
EditorsAndreja Pucihar, Mirjana Kljajic Borstnar, Roger Bons, Helen Cripps, Doroteja Vidmar, Jan Persa
Place of PublicationBled, Slovenia
Number of pages14
Publication statusPublished - 2021
Externally publishedYes
Event34th Bled eConference: Digital Support from Crisis to Progressive Change - , Slovenia
Duration: 27 Jun 202130 Jun 2021


Conference34th Bled eConference

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