Data management platforms (DMPs) are a hot topic in the UK

So, in the name of research, I set about trying to understand this burgeoning technology.
The articles, video clips and websites I discovered all present DMPs through some very compelling features and benefits. And they make lofty (and jargon-riddled) promises, summed up as follows:
ROI
Using a DMP can increase the ROI of your PPC and display advertising
Personalisation 
DMPs can optimise your customers’ experience on your digital touchpoints
Enrichment 
A DMP will unlock in