Data segments & techniques

Source:

Where is the data acquired?

            Online

-          Purchase: online purhase history

-          Action: user initiated, supplied, and/or completed action

-          View: user-visited content

Offline

-          Volunteered: data from offline databases

-          Purchase: user transaction data from offline purchase

Attribution:

What is the relationship between the data collector and the user?

-          1st party

-          3rd party

Derivation:

What techniques are used to transform source data into a segment?

-                                          Declared

o   Data segment is derived from information directly provided by the user such as age, gender, zip code, or interest in a particular area.

o   Information supplied by users or captured user actions, with no inferences made (e.g., user-supplied demographics, users who consume sports content, etc.)

-                                           Inferred

o   Data segment is derived by inferring attributes from observed behaviors or from finding users whose pattern of behaviors is similar to the pattern of behaviors exhibited by a known group of users.

o   Inferences made by inferring attributes from observed behaviors (e.g., auto intenders from a site visit, search data, content consumed over time, etc.)

o   Inferred attributes from mathematical modeling of behaviors from related data sets

Modality

What is the temporal state to which the data is being positioned?

                Predictive

o   Indicative of future action or state (e.g., auto intender, in-market home buyer, likely clicker)

o   Indicative of a current or past action or state (e.g., auto enthusiast, recent home buyer, male)

source: IAB Data Lexicon Final Release