From IAB Wiki
In interactive advertising, the computer science definition of data is most often used - that is, information in a form suitable for use with a computer. Most commonly, three types of data are associated with cookies for interactive advertising:
- Observed Facts
- An interaction that is recorded directly. This includes:
- Declared Facts
- Information generally recorded as part of site registration or use that is provided directly from a human. This includes:
- Inferred Facts
- By aggregating observed facts and comparing against other sets of observed and declared facts, a third type of data can be generated. Examples of inferred facts include:
- Friend suggestions.
- Demographic information, when it hasn't been declared.
- Market segment.