Data segments & techniques
Where is the data acquired?
- Purchase: online purhase history
- Action: user initiated, supplied, and/or completed action
- View: user-visited content
- Volunteered: data from offline databases
- Purchase: user transaction data from offline purchase
What is the relationship between the data collector and the user?
- 1st party
- 3rd party
What techniques are used to transform source data into a segment?
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.)
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
What is the temporal state to which the data is being positioned?
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