9 October 2023
Last modified: 14 March, 2022
Data providers collect user data from a mix of sources, then package it, and sell/license it to other companies. The data is gathered and consolidated into categories to facilitate audience segmentation/targeting. Providers distribute the data either via partnerships with data management platforms (DMPs) or by selling or licensing it directly to advertisers. Using this data enhances advertisers’ understanding of their audience and improves targeting of online advertising.