A DMP can collect unstructured audience data from any source, including desktop, mobile web, mobile app, web analytic tools, CRM, point of sale, social, online video, offline and even TV.This first-party data can be collected based on specific behaviors such as clicks, downloads, video uploads or video completions, interests like sports, football, parenting, museums and travel or demographic information. It can also include demographic data, socio-economic data, influencer and action data. As an example, a business can use a DMP to collect and organize data, then use that data to target a particular ad to moms who are 25-35.Once the first-party data is collected, it is organized into a series of segments called a “hierarchy”, which can change based on each end user’s business models. A large publisher network may have their hierarchy divided up into different buckets based on each of the individual websites they own. An agency can have separate accounts for each of their advertiser clients. Marketers could manage different brands’ data separately, while also having an overall holistic view of the data at the top level.1. OrganizationA DMP will organize your first-party audience data into categories and taxonomies, which are specified by those using the platform — in this case, that would be you. You define how that data is organized, which means you need to understand — and define — what you need out of your data before deploying a DMP.2. Segmenting and Audience BuildingOnce the data is organized into the platform into segments, you can use this information to build audiences for specific marketing campaigns. For example, a retailer may want to target one particular ad to females 18-34 while another may be focused on men who frequently buy shoes online. Regardless of who they are trying to reach, marketers, publishers and advertisers rely on audience segmenting to power their data-driven campaigns and reach the right consumers at the right time.3. Insights and Audience Profile ReportsSoon after the data has been organized and classified, you can take chunks and analyze it to discern customer patterns, trends and intent.Audience Profile Reports give an in-depth view of the characteristics and interests of each “audience” that has been built in the platform. This information can be used to inform your future creative and messaging.4. ActivationThe final step is to activate the data, by putting it to work! This activation step relies on the DMP having integrations and open APIs with other platforms, so that the audiences you build in the DMP can be seamlessly transported to DSPs, SSPs, and beyond. The most common DMP use case is running a targeted campaign to a specific audience via a DSP. Or, you can connect the DMP to your content management system (CMS) to adjust the content of your website for certain audience groups. The possibilities and use cases for data activation with a DMP are limitless.