近来业界有这样的声音,认为广告主应建立第一方DMP,第三方DMP平台存在信息安全风险,同时第一方DMP平台的数据不用太大,“都说数据是无形资产,数据有大价值,但大数据的价值并不在于有多大体量,而在于数据的高效分析、管理和应用”。真的如此吗?首先要说的是,以信息安全为由作为建立第一方DMP平台的出发点,这是没有弄清楚第三方DMP平台的运作模式。独立的第三方 Recently, there is such a voice in the industry that advertisers should establish first-party DMPs and third-party DMPs have information security risks while data from first-party DMP platforms need not be too large. “All say data is intangible and data is big Value, but the value of big data does not lie in how much mass, but in the efficient analysis, management and application of data. ” Really? The first thing to say is that as a starting point for the establishment of a first-party DMP platform based on information security, it is impossible to understand the operation mode of the third-party DMP platform. Independent third party