In ad tech a data management platform (DMP) is a centralized system for gathering first-party data integrating with third-party data and applying this data to one's advertising strategy. A DMP may offer the following features: estimating the likely reach for a user segment measuring the lift from using data acting as a financial clearing house between data buyers and sellers and assisting publishers in monetizing data on their users. DMPs most commonly work with user data but may also work with contextual data or other types of data.