Attribute - Definition

Digital advertising is the land of acronyms and technical terms. Our glossary can help you make sense of it all with definitions of the most common terminology.

What is Attribute?

A probabilistic (e.g., purchase intender) or deterministic (e.g., purchase event) piece of information linked to an identifier. It suggests that a user is likely to make a purchase based on their browsing history, engagement with certain types of content, or previous interactions with similar products or services. This type of information helps advertisers target users who are likely to be interested in their offerings, even if no direct purchase action has been recorded.

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