A data management platform is software that houses audience and campaign data — yep, a data warehouse — from all kinds of information sources. In digital advertising, these sources include publishers websites and apps on which advertisers buy advertising. A DMP offers a central location for marketers to access and manage data like mobile identifiers and cookie IDs to create targeting segments for their digital advertising campaigns.
Publishers also often use DMPs to house data about their users. They can then use that information to package audience segments of their own to sell to advertisers.