DSPs use data management platforms or DMPs. They give DSPs a lot of data and information. It is an intelligent technological platform which takes data from first, second and third party of data providers, and manages the data meaningfully so that a DSP can make the best purchase decision on behalf of the marketer.

First party data is owned by the advertisers. It has collected this data from its audience. It is collected from site visitors and existing customers. Tags, pixels, cookies are used for collection . Data comes from o CRM system or web analytics. This data is leverged to  meet the advertising goals.

Second party data is the newest form of data. What is second party data for someone is first party data for some one else. It is made available through arrangements with other organisations of similar target audience. A clothing company can partner with a jewellery company. Here the demographics overlap. It facilitates targeting.

Third party data is data that is not in the realm of first party data, is not connected to the advertiser. An independent party gathers data from diverse web sites, vendors and offline. It is fused with first party data to provide more targeted campaign. Or it can be used independently. It is additional data of consumer behaviour.

The kind of data that is stirred is socio, demographic, behavioral and geographic data.

DMP need to segment the data and normalise the data. It has to find trends. The collection and segmentation of data are together used to send instructions to the DSP. DSP in this light decides the worth  of an impression for the advertiser.