In AdTech, data management platforms (DMPs) collect, analyze and categorize data to help with:


• Targeting

• Reporting

• Attribution

• 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.