IAB Issues Guide on Data Uses
ONLINE PRIVACYNovember 3, 2011
The Interactive Advertising Bureau (IAB) has published a new guide to help media planners, publishers and data providers communicate about their data uses, MediaPost News reports. The "Data Segments and Techniques Lexicon" aims to give "relevant parties a common set of terms and collection methods around the use of data to create audience segments for online campaigns," the report states. The guide provides instruction on the use of data for behavioral targeting; defines terms such as first- and third-parties, and clarifies various categories of user data, such as "inferred," "predictive" and "descriptive" data.