How can DMPs collaborate with other data sources and providers to enrich RTB data and audiences?

1 Use first-party data

First-party data is the data that you collect directly from your own customers, users, or visitors, such as their behavior, preferences, interests, and demographics. It is the most valuable and reliable data for RTB, as it reflects your own audience and goals, and it is compliant with privacy regulations. You can use your DMP to segment and activate your first-party data for RTB campaigns, and optimize them based on the performance and feedback. You can also use your DMP to enrich your first-party data with other sources, such as CRM, email, or loyalty programs, to create more holistic and personalized profiles.

2 Partner with second-party data providers

Second-party data is the data that you obtain from another trusted and relevant source, such as a partner, an affiliate, or a publisher, with their consent and agreement. It is a way to expand and diversify your data and audiences for RTB, as it gives you access to more niche and qualified segments that match your criteria and objectives. You can use your DMP to integrate and activate second-party data for RTB campaigns, and measure and optimize them based on the results and insights. You can also use your DMP to exchange and share your own data with your second-party data providers, to create mutual value and trust.

3 Leverage third-party data sources

Third-party data is the data that you purchase from external and independent sources, such as data brokers, aggregators, or platforms, that collect and sell data from various websites, apps, or devices. It is a way to scale and complement your data and audiences for RTB, as it gives you access to more broad and diverse segments that cover your target market and reach. You can use your DMP to select and activate third-party data for RTB campaigns, and monitor and evaluate them based on the quality and accuracy. You can also use your DMP to combine and enrich third-party data with your own data, to create more customized and relevant segments.

4 Utilize contextual data and signals

Contextual data and signals are the data and information that relate to the content, environment, and situation of the ad impressions, such as the topic, category, keywords, location, device, time, or weather. They are a way to enhance and refine your data and audiences for RTB, as they give you more context and relevance for your ad placements and messages. You can use your DMP to collect and activate contextual data and signals for RTB campaigns, and adjust and optimize them based on the performance and feedback. You can also use your DMP to match and align contextual data and signals with your own data, to create more engaging and effective ads.

5 Experiment with alternative data sources

Alternative data sources are the data and information that come from unconventional and emerging sources, such as social media, IoT, geolocation, biometrics, or blockchain. They are a way to innovate and differentiate your data and audiences for RTB, as they give you more insights and opportunities for your ad strategies and tactics. You can use your DMP to explore and activate alternative data sources for RTB campaigns, and test and learn from them based on the outcomes and challenges. You can also use your DMP to blend and enrich alternative data sources with your own data, to create more unique and competitive segments.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?