IAB releases data segmentation guide

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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.
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