The DMP is similar to a huge database to record, analyse and evaluate user data. That is used specifically to control, guide and optimize online-marketing-campaigns.
Data collection takes place with Cookie-IDs from different systems and channels that are combined and used for later target groups. The DMP can also generate 3rd Party Data as well as 1st party Onsite Data. It is also possible to connect the Advertisers CRM-System to the DMP.
This way we ensure the formation of audience-segments that can be used for optimization and modulation within the DSP.