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Glossary
1st party data
2nd party data
3rd party data
DMP
DSP
SSP
Programmatic advertising
Segment
Taxonomy
Audience data
Targeting
RTB
Profile
1st party data

Information that companies can collect from their own sources. Every information about customers from both online and offline sources, is first party data.

2nd party data

Second-party data is often defined as someone else’s first-party data. It means that if the potential business partner gathers a data and want to share it with another company, it will become a second party data.

3rd party data

Data delivered by data providers, which is available on the market at a specified price. Marketers can buy, e.g. a segment of Auto lovers - profiles of users who are interested in cars.

DMP

Data Management Platform (DMP) is a technology used for collecting and managing data that is collected from company’s digital assets. It helps to segment audiences and reach the right target group.

DSP

Demand Side Platform (DSP) is a platform that automatically buys an ad inventory on behalf of advertiser. Based on data from DMP, DSP finds the best converting user group for the campaign.

SSP

Supply Side Platform (SSP) is a platform that represents publisher’s ad that has been exhibited for selling. Communicating with ad exchange and DSP, SSP is exchanging the source code of the ad to the web-page.

Programmatic advertising

Model of automated media buying, enabling marketers to deliver audiences highly personalized ads. For example, it allows to reach people age 18-24, interested in automotive.

Segment

It’s like an active folder of users’ profiles with specific attributes, e.g. automotive fans (users who often visit websites about automotive industry).

Taxonomy

Classification of segments - they can be divided by age, interests, purchase intentions etc. It looks like a tree of folders. There are international standards, such as IAB taxonomy that helps marketers to find the right audience groups.

Audience data

Audience data is a data about user’s browser behavior, delivered by data warehouse or data provider, e.g. DMP. Audience data is used for targeting the right users group online, finding insights about customers or enriching systems like CRM.

Targeting

Targeting is a process of selecting the right target group for the particular online campaign. Target group is described by selected attributes, such as age, interests or purchase intentions. Those attributes are found thanks to big data analysis.

RTB

Real Time Bidding is an automatic real time auction of advertising space on a web-page. Automated process consists of integrated systems that represent auction participants - DSP (advertiser) and SSP (publisher), along with data providers and ad exchanges used.

Profile

Profile is a piece of data about particular user, based on the browser activity. Might consist of demographic data, intentions and interests. Profiles are grouped within the segments, which are used for targeting programmatic campaigns.

Our Experts
Maciej Sawa
CEO OnAudience.com
maciej.sawa@onaudience.com
Sales manager with over 10 years of experience in international sales gained on British, German, Italian and Polish markets. Maciej is an expert in Big Data, Artificial Intelligence and programmatic advertising areas.
Wojtek Dwojacki
Customer Success
wojciech.dwojacki@onaudience.com
Sales manager with years of experience in international sales. Expert in using data management technologies, such as DMP, and professional advisor how to tailor data technologies to specific business needs.
Adam Kolasa
Digital Media Expert
adam.kolasa@onaudience.com
Copywriter, and content manager with years of experience in IT industry. Adam develops OnAudience.com blog and Academy with educational content from Big Data, AI and programmatic areas.
Karolina Jakubik
Customer Success
karolina.jakubik@onaudience.com
A DMP and Data Stream expert who put the customer success in the first place. Karolina is a partner for companies across the world which want to increase sales by data and data management technologies.
Piotr Tryba
Customer Success Consultant
piotr.tryba@onaudience.com
An audience data expert who advise clients across the world how to use data to improve marketing efforts. Piotr specializes in programmatic advertising and helps companies in reaching the right target groups.

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