New York—The Interactive Advertising Bureau has released “Data Segments and Techniques Lexicon,” a guide
designed to help streamline online ad buying using data segmentation.
The guide features four categories that define data segments and techniques:
- Source, which explains where data is acquired;
- Attribution, which looks at the relationship between the data collector and the user;
- Derivation, which explores techniques in data segmentation;
- Modality, which looks at how data describes the user's current and future behavior.