Data management platforms
Asked as “data management platform for audiences”, and as “DMP”, on behalf of a mid-market B2B software company. 41 first choices recorded across the direct, paraphrase, budget and scale prompts, six models each.
Standing · first-choice share
37%
Contested · BlueConic 12%
37Segment12BlueConic12Hightouch39others
37% of first choices, contested.
Since September 2026▲+25Since September 2026: 18% → 42%, +25 points. Past the 12-point floor: movement. Read over the models both editions asked.Segment held the lead, +25 points on 18%, past the floor.
The standing
Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all six models, for a mid-market B2B software company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrantSince September 2026
01
Segment37%7%42endorsed leader▲+25Since September 2026: 18% → 42%, +25 points. Past the 12-point floor: movement. Read over the models both editions asked.18% → 42%
Segment37%7%42endorsed leader▲+25Since September 2026: 18% → 42%, +25 points. Past the 12-point floor: movement. Read over the models both editions asked.18% → 42%02
Hightouch12%0%18accepted challenger▼−4Since September 2026: 11% → 6%, −4 points. Inside the 12-point floor: within noise. Read over the models both editions asked.11% → 6%
Hightouch12%0%18accepted challenger▼−4Since September 2026: 11% → 6%, −4 points. Inside the 12-point floor: within noise. Read over the models both editions asked.11% → 6%03
BlueConic12%0%12accepted challenger▲+10Since September 2026: 2% → 12%, +10 points. Inside the 12-point floor: within noise. Read over the models both editions asked.2% → 12%
BlueConic12%0%12accepted challenger▲+10Since September 2026: 2% → 12%, +10 points. Inside the 12-point floor: within noise. Read over the models both editions asked.2% → 12%04
Tealium Customer Data Hub2%19%21accepted challenger▼−9Since September 2026: 9% → 0%, −9 points. Inside the 12-point floor: within noise. Read over the models both editions asked.9% → 0%
Tealium Customer Data Hub2%19%21accepted challenger▼−9Since September 2026: 9% → 0%, −9 points. Inside the 12-point floor: within noise. Read over the models both editions asked.9% → 0%05
Salesforce Data Cloud2%37%19criticized challenger▲+1Since September 2026: 2% → 3%, +1 point. Inside the 12-point floor: within noise. Read over the models both editions asked.2% → 3%
Salesforce Data Cloud2%37%19criticized challenger▲+1Since September 2026: 2% → 3%, +1 point. Inside the 12-point floor: within noise. Read over the models both editions asked.2% → 3%06
Lotame Spherical2%40%15criticized challenger=heldSince September 2026: 4% → 3%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.4% → 3%
Lotame Spherical2%40%15criticized challenger=heldSince September 2026: 4% → 3%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.4% → 3%Show the ten products at 0%, ordered by negative rate
16
Salesforce Audience Studio0%75%12criticized challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
Salesforce Audience Studio0%75%12criticized challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%14
Oracle BlueKai0%60%15criticized challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
Oracle BlueKai0%60%15criticized challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%15
Adobe Audience Manager0%57%23criticized challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
Adobe Audience Manager0%57%23criticized challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%13
Adobe Real-Time CDP0%53%17criticized challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
Adobe Real-Time CDP0%53%17criticized challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%12
Permutive0%18%11accepted challenger▼−2Since September 2026: 2% → 0%, −2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.2% → 0%
Permutive0%18%11accepted challenger▼−2Since September 2026: 2% → 0%, −2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.2% → 0%07
Snowflake0%11%19accepted challenger▼−2Since September 2026: 2% → 0%, −2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.2% → 0%
Snowflake0%11%19accepted challenger▼−2Since September 2026: 2% → 0%, −2 points. Inside the 12-point floor: within noise. Read over the models both editions asked.2% → 0%10
Collibra0%9%11accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
Collibra0%9%11accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%08
Databricks Lakehouse0%0%14accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
Databricks Lakehouse0%0%14accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%09
BigQuery Lab in the set0%0%10accepted challenger▼−5Since September 2026: 5% → 0%, −5 points. Inside the 12-point floor: within noise. Read over the models both editions asked.5% → 0%
BigQuery Lab in the set0%0%10accepted challenger▼−5Since September 2026: 5% → 0%, −5 points. Inside the 12-point floor: within noise. Read over the models both editions asked.5% → 0%11
Fivetran0%0%10accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%
Fivetran0%0%10accepted challenger=heldSince September 2026: 0% → 0%, ±0 points. Inside the 12-point floor: within noise. Read over the models both editions asked.0% → 0%The floor is 12 points of share, measured: how far the models move a leader on their own when the same questions are asked twice with nothing changed. A larger change is movement; a smaller one is noise, and both are shown. How the floor is measured
Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its product page.
BigQuery is made by Google, whose model Gemini 3.1 Pro is in the set. On the four share prompts that model made it the first choice zero times of 4; the other five models zero times of 20. Lab treatment is defined on the method page; the row is marked, not excluded.
Head to head
Recommended versus criticized
Every product with at least 10 labels here, on both axes. The 30% line names a quadrant, not the verdict above: that one needs more than 40%.
Criticized challengerCriticized default
Negative label rate →
01020304050607080910111213141516Accepted challengerEndorsed leader
0%First-choice share → · lines at 30% share and 25% negative50%
Key
01Segment37%
Segment37%02Hightouch12%
Hightouch12%03BlueConic12%
BlueConic12%04Tealium Customer Data Hub2%
Tealium Customer Data Hub2%05Salesforce Data Cloud2%
Salesforce Data Cloud2%06Lotame Spherical2%
Lotame Spherical2%07Snowflake0%
Snowflake0%08Databricks Lakehouse0%
Databricks Lakehouse0%09BigQuery0%
BigQuery0%10Collibra0%
Collibra0%11Fivetran0%
Fivetran0%12Permutive0%
Permutive0%13Adobe Real-Time CDP0%
Adobe Real-Time CDP0%14Oracle BlueKai0%
Oracle BlueKai0%15Adobe Audience Manager0%
Adobe Audience Manager0%16Salesforce Audience Studio0%
Salesforce Audience Studio0%What they warned about
A high negative share on a product with few labels is a warning. A low share on a product with many labels is salience, not sentiment.
Adobe Audience Manager57%
13 of 23 labels negative · 8 of 6 models · 8 hard negative
“Do not buy a traditional DMP... the traditional DMP market (historically dominated by players like Adobe Audience Manager, Salesforce Audience Studio, and Oracle’s defunct BlueKai) is virtually obsolete.” Gemini 3.5 Flash, paraphrase prompt
Oracle BlueKai60%
9 of 15 labels negative · 7 of 6 models · 7 hard negative
“**Oracle BlueKai** and **Salesforce Audience Studio (Krux)** have been **sunset/end-of-life**” DeepSeek V4 Flash, paraphrase prompt
Adobe Real-Time CDP53%
9 of 17 labels negative · 5 of 6 models · 3 hard negative
“What to Avoid for Mid-Market — enterprise-focused, with pricing and complexity that typically don't fit mid-market budgets” DeepSeek V4 Flash, direct prompt
Salesforce Audience Studio75%
9 of 12 labels negative · 4 of 6 models · 8 hard negative
“the traditional DMP market (historically dominated by players like Adobe Audience Manager, Salesforce Audience Studio, and Oracle’s defunct BlueKai) is virtually obsolete” Gemini 3.5 Flash, paraphrase prompt
What they cite
Citations exist only for the models that return a source list: fourteen of the six in this edition.
Sites the answers cite
75 of 84 answers in this category came back with a source list, from 14 of 6 models: citations where the model returns them, or the search results it consulted. 1081 links across 355 sites, every framing counted. Ranked by the number of answers carrying the site or page. None of the 36 answers across every segment cited this index's own page for the category.
31 answers · 38 citations · 13 models
28 answers · 46 citations · 12 models
26 answers · 47 citations · 9 models
vendor site · Improvado24 answers · 32 citations · 11 models
vendor site · Decentriq24 answers · 30 citations · 10 models
vendor site · ZoomInfo23 answers · 37 citations · 11 models
vendor site · HubSpot23 answers · 23 citations · 9 models
17 answers · 21 citations · 10 models
vendor site · Matillion16 answers · 28 citations · 9 models
vendor site · Mailmodo16 answers · 16 citations · 9 models
11 answers · 13 citations · 7 models
vendor site · Hightouch11 answers · 12 citations · 6 models
Pages the answers cite
The ten pages named in the most answers, by full address. A page here is one the models returned with a recommendation, not one the index endorses.
22 answers · 9 models
21 answers · 10 models
20 answers · 11 models
15 answers · 10 models
15 answers · 9 models
15 answers · 9 models
13 answers · 8 models
11 answers · 9 models
11 answers · 6 models
11 answers · 7 models
Search against answers
Each company's standing in the answers beside its site's footprint in Google search, one row a site: the products the models named on it with their shares, and the share they add up to; monthly searches on Google, and DataForSEO's estimate of AI search demand (modeled from search signals, directional, not a count of queries to any assistant), for the most-searched of the company's and its products' names (the name is in each row's hover text); estimated monthly organic visits to the site; and its best position in Google's top ten for “best data management platform for audiences”, “data management platform for audiences”. US estimates from DataForSEO and Google's Ads Transparency Center. A small company's site, or a mid-sized company's site for its flagship, is marked company; a product on a large parent's site (Google, Microsoft) has no site figures. A column with no figures for this category is left out, and an empty cell means none were seen, not none exist. Two measurements side by side: neither is read as the cause of the other.
| Company and products | Share | Own site cited | Name searches, Google | AI search demand, est. | Organic visits | Paid search a month, est. | Google ads, last 30 days | Best Google position |
|---|---|---|---|---|---|---|---|---|
| Twilio segment.com Segment 37% | 37% | 408 | 135,000 | 4,343 | 9,086 | 0 | ||
| Hightouch hightouch.com | 12% | 363 | 12,100 | 434 | 127,772 | 23 | ||
| BlueConic blueconic.com | 12% | 64 | 1,000 | 22 | 4,661 | $142 | 9 | 5 |
| AdRoll adroll.com AdRoll ABM 2%, AdRoll 2% | 5% | 214 | 2,900 | 50 | 52,273 | 18 | ||
| Tealium Customer Data Hub tealium.com | 2% | 47 | 40 | 0 | 9,399 | 32 | ||
| RudderStack rudderstack.com | 2% | 125 | 1,900 | 42 | 46,132 | 50 | ||
| ZoomInfo zoominfo.com | 2% | 846 | 135,000 | 1,810 | 6,376,738 | $1,140 | 120 | |
| HubSpot parent site HubSpot Marketing Hub 2% | 2% | 934 | 368,000 | 9,776 | ||||
| Leadspace leadspace.com | 2% | 40 | 210 | 5 | 633 | |||
| Adform DMP | 2% |
Google's top ten for the two searches hold 15 sites; 4 of them are among the sites the models cited here (blog.hubspot.com, cdp.com, decentriq.com, matillion.com). The first result for “best data management platform for audiences” is acquia.com.
How they answered
Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.ShowHide
How they answered
Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.
ShowHideModelDirect“What is the best data management platform for audiences for a mid-market B2B company?”Paraphrase“Which DMP would you recommend to a mid-sized B2B company?”Comparative“What are the top data management platforms and how do they differ?”Budget-constrained“What is the best data management platform for audiences for a company with a limited budget?”Scale-constrained“We are a 500 person company evaluating a data management platform for audiences. What should we look at?”Negative“Which data management platforms should I avoid or be cautious about?”
Claude Opus 5no first choiceno first choiceno first choiceno first choiceno first choicenothing named
Claude Opus 4.8no first choiceno first choiceno first choiceno first choiceno first choicenothing named
GPT-6 Astrano first choiceno first choiceno first choiceno first choiceno first choicenothing named
GPT-5.6 Solno first choiceno first choiceno first choiceno first choiceno first choicenothing named
Gemini 3.1 Prono first choiceno first choiceno first choiceno first choiceno first choicenothing named
Perplexity Sonar Prono first choiceno first choiceno first choiceno first choiceno first choicenothing named
Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against
The record
One row per call: the version string exactly as returned, whether the model searched, sources cited, and latency. Full answer text is in the free responses file. Download the record
Zero rows: every prompt, every model, every answer.
| Prompt | Model | Version string | Time (UTC) | Searched | Sources | Latency |
|---|
Normalization in this category
Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.
ShowHide
Category-scoped readings
Adobe read as Adobe Real-Time CDP
Databricks read as Databricks Lakehouse
Databricks (Lakehouse) read as Databricks Lakehouse
HubSpot read as HubSpot Marketing Hub
Informatica read as Informatica Intelligent Data Management Cloud
Informatica (Intelligent Data Management Cloud - IDMC) read as Informatica Intelligent Data Management Cloud
Informatica IDMC read as Informatica Intelligent Data Management Cloud
Lotame read as Lotame Spherical
Lotame Spherical Platform read as Lotame Spherical
Oracle read as Oracle BlueKai
Oracle DMP (Bluekai) read as Oracle BlueKai
Salesforce read as Salesforce Audience Studio
Semarchy read as Semarchy xDM
Snowflake Data Cloud read as Snowflake
Tealium read as Tealium Customer Data Hub
Tealium AudienceStream read as Tealium Customer Data Hub
Unresolved, counted raw
1010data
AWS Glue
AWS-native
Admixer DMP
Amundsen
Apache Kafka
Bringdata.co
Collibra Data Intelligence Cloud
CommCare
Databricks Data + AI Platform
Dieter
Google Ads Data Manager / Customer Match
Google Cloud
Google Cloud DMP/DV360
Google Cloud data management tools
IBM Data Management / IBM MDM stack
IBM DataStage
Informatica Intelligent Data Management / Cloud suite
Informatica Intelligent Data Management Cloud IDMC
Meta Audience Manager (within Business Manager)
Microsoft
Microsoft Azure Purview + Azure Data Factory + SQL Server SSIS / Fabric
Oracle CDK
Oracle Database
Oracle Database/Cloud Solutions
Oracle Modern Data Platform
Oracle’s defunct BlueKai
SAP
Salesforce Marketing Cloud Advertising (Advertising Studio)
Talend Data Fabric
Talend Data Fabric / Talend Open Studio
Unity Catalog
Zephr
mParticle Composable Audiences
Discontinued, still offered
No shut-down product was recommended here.