In recent years, information has become one of the most valuable digital assets. Those who have enough resources to process it effectively find themselves in a favorable position. Data management platforms (DMP) can make achieving this goal look as easy as 123. Modern DPMs are capable of processing billions of different events in a short time span. The mere thought of it seems unrealistic, as such operations require a really powerful computational capacity and flexible scalability. But before diving deeper, let’s have a look at some definitions.