DMP Glossary

Audience targeting

Cross platform measurement

Attribution

First-party data - This is any information the advertiser or company owns and collects, such as customer relationship management (CRM) data, in-store sales data or advertising campaign data. First party data is the foundation for any audience insight, analysis and attribution and is the core of any Big Data strategy

Third-party data - This is any information purchased from a data reseller or provider, most commonly in the form of cookies. This cookie data can be demographic, psychographic or behavioral. This information is typically used in campaign targeting, identifying additional prospect and enhancing campaign analytics.

Second-party data


CRM - Customer relationship management

Non-Personal Information - data in a form that not include direct or indirect association with an identifiable individual, such as gender, language, zip code, area code, unique device identifier, location and time zone