Glossarydata brokersdata collection

Data Broker

data brokerdata providerdata supplierDMPDSPfirst-party datathird-party datadata acquisitiontargeting

Also known as: data provider, data supplier

A data broker is a business that collects user data from multiple sources and sells it to online advertising companies, such as Data Management Platforms (DMPs) and Demand-Side Platforms (DSPs).

Data brokers gather data through direct means — for example, via tracking tags placed on web pages — as well as by purchasing it from third-party sources such as credit card companies. The resulting datasets are supplied to DMPs and DSPs, where advertisers use them to sharpen audience targeting during online media buys.

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