Glossarydata managementaudience targeting

Data-Management Platform (DMP)

DMPfirst-party datasecond-party datathird-party dataaudience segmentationad targetingcontent personalizationadvertiserspublishers

A data-management platform (DMP) is a specialized platform that collects and integrates first-party, second-party, and third-party data from various sources, then makes that data actionable and usable for advertisers.

Both advertisers and publishers use DMPs to build audience segments, which can then be applied to ad targeting, content personalization, and related use cases.

Demographic Data
Descriptive attributes about a user, such as age, gender, income, and job title. Brands often collect this data directly — through account registration, surveys, or purchase history — and it is sometimes sold to data…
Customer Data Platform (CDP)
A customer data platform (CDP) is a category of marketing technology designed to collect and organize data from a wide range of online and offline sources into a unified system. CDPs give marketers the ability to view…
Data Broker
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…
Taxonomy
A system for naming things and organizing them into groups based on their similarities. Originally rooted in scientific disciplines like biology, taxonomy has become a practical concept in data management — particularly…