Data

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Any information collected.
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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 [[cookie|cookies]] for interactive advertising:
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; Observed Facts
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: An interaction that is recorded directly.  This includes:
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<ul>
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* [[Browser]] information ([[User_agent|User Agent]], [[Operating_system|Operating System]], installed [[plug-in|plug-ins]], for example).
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* Ad [[ad impression|impressions]], [[ad click|clicks]], and [[conversion|conversions]]. 
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* Searches, pages viewed.
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</ul><br />
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; Declared Facts
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: Information generally recorded as part of site registration or use that is provided directly from a human.  This includes:
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<ul>
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* [[Demographic information]] like Age, Gender, and Occupation. 
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* Social connections.
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* [[Geographic information]] like State and ZIP. 
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</ul><br />
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; Inferred Facts
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: 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:
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<ul>
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* Friend suggestions.
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* Demographic information, when it hasn't been declared. 
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* Market segment. 
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</ul><br />
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The IAB provides an industry-focused web site discussing [http://www.iab.net/data/ Data in Advertising], and a [http://www.iab.net/guidelines/data/data_primer data primer].
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[[Category:Glossary]]
 
[[Category:Glossary]]

Latest revision as of 11:15, 6 March 2012

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.

The IAB provides an industry-focused web site discussing Data in Advertising, and a data primer.

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