Data is the foundation of interactive advertising. And audience segments—subsets of user data signifying specific facts, interests and other attributes—are a key element in improving both advertiser ROI and publisher yields. Audience segments, and the techniques employed to create and use them, are becoming more complex—as real-time algorithmic scoring and mobile devices increase both the quantities and varieties of input data. These and other rising technologies enhance our ability to create and improve the quality of data used to generate audience segments, helping marketers and advertisers to reach a campaign’s target audience. In November 2011, the IAB Data Council published our first Data Segments & Techniques Lexicon, as a useful guide to simplify the buying and selling of interactive advertising. In the years since, there has been yet another revolution in digital technology—most notably the growth of mobile online advertising, often informed by geo-data, and cross-device segmentation. To address these developments, we have updated the original document.
PDF file, 16 pages
via: IAB’s Data Council