A Data Management Platform (DMP) is a centralized hub for collecting, organizing, and analyzing data from multiple sources—such as websites, apps, CRM systems, and offline channels. Data collected and stored in DMPs may be aggregated from first, second, or third party data sources. DMPs allow advertisers to leverage this data to enhance targeting, streamline campaign performance, and improve return on investment (ROI). Often integrated with DSPs and SSPs, DMPs play a key role in enabling data-driven programmatic advertising.