# Data management platform

Concept · [Business and metrics](https://ecosystem.samcarlton.com/business)

Also called: DMP, DMPs, audience platform

Software that collects and organizes audience data, such as interests and past behavior, so advertisers can target groups of people.

**For example:** An advertiser uses a data management platform to build an audience of people who recently visited home-improvement sites.

## Connects to (4)

- [Programmatic advertising](https://ecosystem.samcarlton.com/programmatic-advertising): Buying and selling online ad space automatically through software, often in auctions that run in a fraction of a second as a page loads.
- [Retargeting](https://ecosystem.samcarlton.com/retargeting): Showing ads to people who already visited your site or used your app, to bring them back.
- [Data privacy](https://ecosystem.samcarlton.com/data-privacy): How a company collects, uses, stores and shares information about people.
- [First-party tracking](https://ecosystem.samcarlton.com/first-party-tracking): Collecting analytics on your own website through your own systems, rather than sending visitor data to outside ad or analytics companies.

Map view: https://ecosystem.samcarlton.com/data-management-platform