Data broker

Also known as: data provider, data supplier

A business that collects user data from a range of sources and sells it to online advertising companies, such as Data-management platform (DMP)s and Demand-side platform (DSP)s.

Data brokers collect the data directly (e.g. via tags on a web page) and purchase it from companies, like credit card companies, for example.

Advertisers then use this data to improve targeting during online media buys.


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