• by Joe Mandese  @mp_joemandese, February 22, 2012

Eugene Becker, vice president-analytics at GroupM trading desk Xaxis just gave me a new way to define what a DMP is, which is great, since the old way made my brain hurt.

Actually, the new way is a “brain,” Becker said during the “Treading Water” panel at OMMA Data & Behavioral conference in New York this morning.

“We actually define DMP differently,” Becker said of the au current acronym that stands for data management platform.

“It’s your brain,” he said, “and your brain sees everything.”

Whoa! Given the brains I’ve encountered inside Xaxis, including Becker’s that’s quite a statement.

“For us, a DMP is a universal construct that sucks in all the third party data and first party data,” he said, which when you think about it, is sort of what our brains actually do. Well, maybe some second-party data too. (And YOU know what I mean, right?)