# Data management platform (DMP)

Software used to organize audience data and build segments for advertising or analysis.

Software used to organize audience data and build segments for advertising or analysis.

## An example

A publisher organizes permitted audience attributes into segments for campaign planning.

## Why it matters

Check the origin, permission and freshness of the data rather than assuming every segment is usable.


## Related terms
- [Analytics](https://jolts.xyz/resources/glossary/analytics)
- [Attribution](https://jolts.xyz/resources/glossary/attribution)
- [Conversion tracking](https://jolts.xyz/resources/glossary/conversion-tracking)
- [Raw data](https://jolts.xyz/resources/glossary/raw-data)

## Next step

[Explore advertising](https://jolts.xyz/advertisers) or [monetize your AI app](https://jolts.xyz/publishers).