Data providers source various types of data including audience descriptions and identity, market intelligence, audience intention, and publisher performance data. This data is then collated and packaged to sell to companies such as demand-side platforms and trading desks. Brought together in a DMP, the 3rd party data compliments 1st party data, which is owned and generated by a marketer, agency, or trading desk. Data allows for smarter targeting and analysis, including bidding in ad auctions.