In AdTech, data management platforms (DMPs) collect, analyze and categorize data to help with:
• Campaign optimization
DMPs work with various types of data: first-party, second-party, and third party.
First-party data is obtained by publishers directly from their own resources. This is considered the most valuable type of data.
Second-party data is transferred from one party to another. It is often called partner data.
Third-party data is provided by data brokers, meaning that publishers using it do not have a direct connection with the audience whose data they’re using.