Why is onActivityResult() Intent data equal null?

What data points does a DMP collect and how is this data transferred from DMP to DSP?

• What are all of the different data points that a DMP is able to collect and sell to advertisers? I've read various things about intent data, social data, etc. but nothing very specific. If someone could provide a list of the usual data points collected that would be great. Also, how do the DMP's connect with and transfer data to the different exchanges and DSP's? I'm assuming everyone uses something like an API. Thanks for the help.

• Answer:

  DMPs collect data from a number of sources: mobile, CRM, offline, website content, campaign, other platforms, and pretty much any other database where users are tied to some cookie. Using one or more of these methods allows DMPs to collect basically any type of data the client has to offer. The only restriction on the type of data that a DMP won't collect usually is personally identifiable information (PII) such as address, name, phone number, etc. That being said, let's take a look at your original question: "What are all of the different data points that a DMP is able to collect and sell to advertisers?" You make the assumption that DMPs are usually selling to advertisers. While this is becoming common practice (as long as their clients agree to sell their data), it isn't the primary role of the DMP. The DMP is a management platform that allows marketers, publishers, networks, and agencies to collect their data, organize it into meaningful audiences (with or without layering on 3rd party data), and then turn around and either analyze the users who make up the audience or to export it to an ad server, DSP, etc. in order to target in campaigns or to sell to others or for them to target. Therefore, the data that the DMP collects is limited to the 1st party data the client has to offer, generally regardless of the source. Now, what you are asking specifically about is when the DMP aggregates data from hundreds of clients (many there just to provide data) in order to sell in bulk through various other platforms. This is not what a DMP is, but it is what many DMPs do ancillary to their main business model. Once again, the data the DMP chooses to sell is dependent upon the first party data their providers have to offer and are willing to sell. Obviously, the DMP will go generally accept providers who have data in high demand such as purchase intent data as you mentioned. Other big areas that sell well are demographic (which includes gender and age as well as things like income, relationship status, # of children, etc.), brand specific data (e.g. users who purchased Listorene), past purchase, location, mobile, and generically interest data (e.g. people who like sports, or who like reading literature, etc.). Basically any data can sell if it is high enough quantity and/or quality. I would say purchase intent/past purchase, ethnicity, and gender/age sell the easiest. A company that only collects data and sells it on their own would be called a data-selling network (DSN). But like I said, there are DMPs that have their own DSNs. As far as how to send that data over to the various platforms in the ad tech space, there are a few options (this includes both for DMPs selling their own data as well as integrating on behalf of their clients). One of these is API of some sort as you mention. There are also batch files and retargeting pixels. I actually think batch files and retargeting pixels are more common practice than using API of some sort. To briefly explain these two methods: Batch files - For this method to work, there needs to be a sync made between the DMP's user IDs and the 3rd party's user IDs which is done through a sync pixel. This fires on one (or both) side's inventory where they either collect the user ID from the other platform and store it on their side or they pass their user ID into the pixel and it is collected and stored on the other platform's side. After this sync is made it is relatively simple to send data on these users to either side (assuming an agreed upon file format is found). Retargeting pixels - Platforms have pixels that, when fired on a user's browser, will record a unique and/or page view for a specific audience(s). It is simple enough then to give this pixel (and hundreds more like them) to the other platform for them to fire on their own inventory. For instance, if the DMP wants to send a Sports audience to a DSP the DSP would create a Sports audience on their side. Then the DSP gives the DMP the retargeting pixel which will fire whenever a user in the DMP's Sports audience is seen. That way the stat will be sent over into the corresponding Sports audience on the DSP side. This is the basic way it works. There are ways to automate this, so that each side isn't stuck creating hundreds of different audiences and pixels. Let me know if there's something I left out from your question.