Today, the digital companies are working extensively to catch their potential customers on the web. Actually, the companies and consulting firms build their digital marketing strategies separately for each channel, in social media, paid media and their owned media channels.
At this point, there are many available Marketing tools and the some of the most prominent ones are Tealium and Adobe Marketing Cloud tools. Moreover, Data Management Platforms(DMP) enables more efficient targeting with the help of 3dr party data. Today, the trend is to upload the customer data to DMP platforms in order to get a revenue from the commercial campaigns of other companies. For example, if you want to target the mothers, who had child in the last 3 months, you are able to target this specific segment through DMP platforms even though you dont have any data related with mothers.
You may find current actors in DMP business, such as Oracle Blukai product from this link.