Data Management Platform (DMP) — A system used by advertisers, ad agencies, and publishers to collect, store, organize, and apply a variety of audience data. It helps with decisions for creating and managing ad campaigns and plays a key role in programmatic advertising.
DMPs are used to segment audiences, improve targeting, boost campaign performance, and track results. While they mainly handle third-party data, they can also include first-party and second-party data for more detailed audience insights.