The default view is Whole Market, which is a set of Search Terms you have been seen on for Paid, Organic, Mobile and PLA, plus Search Terms your top Competitors have been seen on. My Terms is a smaller set of Search Terms that we have seen you showing a Paid Desktop Ad for.
Since My Terms contains only terms that you have appeared on, you might find that it is skewed in your favour by showing only your brand terms and none of your competitors brand terms. To make a fairer comparison you can exclude the search term group Own Brand Terms.
Whole Market shows you potential opportunities for growth because it includes also terms in which we have not seen you advertise yet but we know may be important for you and your business.
Why do I see 'No data found' when I try to load a Market Trend Report?
The reason why you may see the message 'No data found', is because the default Filter applied on Market Trend report is My Terms.
My Terms includes any Search Term that Adthena have seen you showing a Paid Desktop Ad for. Therefore, if you have no paid desktop ads, there will be no data to be shown.