DMPs use it to help other systems explore specific user groups for data trends. For example, advertising networks can use data provided by DMPs to help advertisers find their target audience. For big sites and big systems, it’s an opportunity to analyze user groups interested in content in order to make the right decisions about what other content to show.
And Demand-Side Platforms (DSP) have a special interest in this data, because they don’t have publishers like advertisement networks do, and they don’t get straightforward requests from browsers, either. DSPs get requests from SSP systems, which don’t have much information about specific visitors. The DSP gets all kinds of user data from a DMP, which helps make a decision on prices and bids at ad auctions.