Glossary

A short glossary of audience insights and oath programmatic advertising terms.

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1P

Initialism for first party.

3P

Initialism for third party.

3P Data filter

The 3P Data filter enables you to identify audiences based on user attributes and behaviors that match segment data provided by a third-party data management platform (DMP).

3rd Party Data report

The 3rd Party Data report displays the distribution of selected users and baseline users based on their belonging to segments provided by third-party data management platforms.

ABC

Ad Behavior report

The Ad Behavior report shows the distribution of selected users and baseline users by the way that they respond to ads. The report displays both ad clicker and ad converter data.

ad-hoc segment

An ad-hoc segment (a.k.a. campaign segment) is a custom segment created by a partner (e.g. a data management platform) on an ad-hoc basis for a specific campaign.

Advertiser 1P Data filter

The Advertiser 1P Data filter enables you profile audiences based on user attributes and behaviors that match private, first-party segments derived from first-party email lists and pixels.

Advertiser 1st Party Data report

The Advertiser 1st Party Data report displays the distribution of private segments from Advertiser 1st Party Data for selected users compared to all known users.

advertiser data

Segment and attribute data can be restricted for use with a certain set of exclusive users, sometimes referred to as advertiser data or advertiser specific data or exclusive data.

affinity

In Audience Insights, affinity is a percentage that measures the difference between an audience of selected users and one of baseline users for a specific attribute. The affinity of an audience of selected users can be interpreted as over-indexing or under-indexing the baseline depending on whether it is a positive or negative number.

Age and Gender Distribution for Searchers report

The Age and Gender Distribution for Purchases report shows the distribution of selected users and baseline users by age and gender.

Age and Gender Distribution for Purchases report

The Age and Gender Distribution for Purchases report shows a comparison of the distribution of selected users and baseline users by age and gender.

Age & Gender report

The Age & Gender report shows the distribution by age and gender of selected purchasers and baseline purchasers.

Age & Gender filters

The Age & Gender filters enable you to identify audiences based on user age and gender attributes.

App Categories filter

The App Categories filter enables you to identify audiences based on the types of apps that interest them. App categories include Action and Adventure, Fashion and Style, Pets, etc.

App Behavior report

The App Behavior report shows the distribution of selected users and baseline users by App Install category (Productivity, Entertainment, Weather, etc.) and App Usage category (Lifestyle, Sports, Communication). The report can be sorted by affinity, category, selected users, or baseline users.

attribute

An attribute (a.k.a. score, raw data) is a value that is associated with a user (consumer). An attribute can be any score, age, zip code, liking, category, etc. that represented by a predefined segment. Attributes include any raw data that is not a binary qualification (inclusion/exclusion). The terms inclusions and exclusions do not apply to an attribute. The term set is a more apt in this context. Set a user’s attribute to a certain value. For example, “Set” user U1’s Marital Status to “Single”.

audience

An audience (a.k.a segment) is a set of users (consumers) that meet a set of predefined criteria or that perform a predefined action (exhibit a behavior).

In Audience Insights, the term audience generally refers to a set of users identified using audience filters. Audience Insights enables you to profile two types of users (selected users and baseline users) and to compare the distribution of those users based on their attributes in the Audience Insights reports.

audience type

BrightRoll DSP supports four audience types: custom audiences, Yahoo audiences, lookalike audiences, and composite audiences.

Audience Builder

Audience Builder is a powerful tool for driving campaign performance. You have the ability to use your own first-party data assets, proprietary Yahoo products, as well as third-party data from all major data management platforms (DMPs).

Auto Ownership report

The Auto Ownership report shows the distribution of selected users and baseline user based on auto ownership by make (Chrysler, Toyota, etc.) and style (Full-Size Sedan, Midsize Car, etc.).

baseline users

A percentage that represents all known Yahoo users (registered users, mails users, Yahoo searchers, Yahoo web visitors, Furry data, DSP Network & 3rd party data etc).

Behavior reports

Behavior reports show audience interests and interactions. Audience Insights supports the following behavior reports: App Behavior report, Device Usage report, Ad Behavior report, Premium Segments report, In Market Auto report, and In Market Home report.

composite audience

A composite audience is an audience type that consists of a variety of first-party, custom, Yahoo, and third-party data.

DEF

data management platform

A data management platform (DMP) is a data warehouse that enables a company to store data about their users, to analyze patterns in that data, and to ‘activate’ that data to DSPs and networks like Yahoo. The data could be CRM information, purchasers, or site visits, or it may be combinations of that information with other data. See also partner.

Demographic reports

Demographic reports show the distribution of selected users and baseline users based on demographic data. Audience Insights supports the following Demographic reports: the Age & Gender report, Location report, Residence report, Auto Ownership report, Finance report, Income Distribution report, Life Stage report, and Home Market Value report.

Device Usage report

The Device Usage report shows the distribution of selected users and baseline users by their usage of device type (Mobile, Desktop, Tablet, and Other).

Devices - Video & Non-Video report

The Devices - Video & Non-Video report displays the distribution of selected users and baselines users by video and non-video devices. The data may be sorted by affinity or device.

DMA

Acronym for designated marketing area.

DMP

Initialism for data management platform.

Event Types report

The Event Types report displays the distribution of selected attendees and baseline attendees by event type (Social, Live, and Movie).

fact

A fact (a.k.a. an audience, segment, or event) is a set of users that based on their attributes qualify against a predefined criteria or perform a predefined action.

filter

See audience filters.

Finance report

The Finance report shows compares the distribution of selected users and baseline users based on their banking and spending profiles.

GHI

Home Market Value report

The Home Market Value report shows a comparison of the distribution of selected users and baseline users by the market value of their homes.

In Market Auto report

The In Market Auto report shows the distribution of selected users and baseline users in the market for an automobile based on the vehicle make (Chevrolet Car, Ram Truck, Ford Car) and style (Sports Car/Convertible, Crossover, Midsize Car, etc.).

In Market Home report

The In Market Home report shows the distribution of selected users and baseline users in the market for a home versus those that are new movers.

Income Distribution report

The Income Distribution report shows the distribution of selected users and baseline users by household income.

Interests filters

The Interests filters enable you to identify audiences based on interest behaviors. Audience Insights supports three interests filters: the App Categories filter, Yahoo Interest Categories filter, and Auto filter.

JKL

Life Stage report

The Life Stage report shows a comparison of the distribution of selected users and baselines users by life stage (Applying to College, Getting Married, Parents, Expecting Parents, etc.).

Live Events report

The Live Events report displays the distribution of selected attendees and baseline attendees across live events (concerts, sporting events, theatre, etc). The report can be sorted by affinity, live event, selected attendees, or baseline attendees.

Location report

The Location report shows the distribution of selected users and baseline users by geographic location (State, City, or DMA). Location data may be viewed in a bar report, map, or pie report.

Location filters

The Location filters enable you to identify audiences based on their geographic location (City, State, or DMA).

MNO

Movie Events report

The Movie Events report displays the distribution of selected attendees and baseline attendees by movie events. The report may be sorted by affinity, movie event, selected attendees, or baselines users.

MRT

Initialism for mail retargeting.

over-indexing

Selected Users are more likely to perform compared to Baseline Users. This does not mean that campaigns are more/less likely to perform, rather that selected users are more/less likely to perform compared to all (Baseline) users.

PQR

partner

A partner is third-party that provides third-party data.

Payment Method filter

The Payment Method filter enables you to identify audiences that have received an email receipt that identifies the following payment methods: American Express, Apple Pay, Cash, Discover, Gift Card, Master Card, other credit card, PayPal, VISA.

Payment Method report

The Payment Method report displays the distribution of selected users and baseline users by payment method.

PR

Initialism for purchase receipt.

Premium Segments report

The Premium Segments report shows the distribution of behavior and interests for selected users compared against a baseline set of users.

profile

In Audience Insights, profiling is the act of identifying an audience (a set of selected users or baseline users) using the audience filters.

Purchases filters

Purchase filters enable you to identify audiences based on their purchase history.Audience Insights supports four purchase filters: the Purchase Category filter, Vendor filter, Payment Method filter, and Purchase Keyword filter.

Purchase Category filter

The Purchase Category filter enables you to identify audiences that have purchased products from a specific category based on Yahoo data and third-party data.

Purchase Categories report

The Purchase Categories report shows a comparison of distribution of selected purchasers and baseline purchasers across top purchase categories (Home & Garden, Electronics, Furniture, etc.). The report may be sorted by affinity, purchase categories, selected purchasers, or baseline purchasers.

Purchase Keyword filter

The Purchase Keyword filter enables you to identify audiences that have received an email receipt containing the specified purchase keyword. Based on Yahoo Mail data from the last 30 days.

Residence report

The Residence report shows the distribution of selected users and baseline users by residence length (the length of stay at current residence) and residence ownership (whether the audience owns or rents their place of residence).

STUV

Search filter

The Search filter enables you to identify audiences based on user search behavior.

segment

A segment (a.k.a. audience, fact, event) represents a set of users (consumers) that qualify against a certain predefined criteria or perform a predefined action. Consumers can be included in or excluded from a segment.

See also syndicated segment, ad-hoc segment.

selected users

This represents whatever profiles you’ve selected from the left menu.

SRT

Initialism for search retargeting. Based on the search keywords that a Yahoo consumer uses.

syndicated segment

A syndicated segment (a.k.a standard segment) is an off-the-shelf segment defined by a partner (e.g. a data management platform).

Top Airlines report

The Top Airlines report shows the distribution of selected travelers and baseline travelers by airlines bookings. Data may be filtered by affinity, hotels, selected travelers, and baseline travelers.

Top Booking Providers report

The Top Booking Providers report shows the distribution of selected travelers and baseline travelers by booking provider. Data may be filtered by affinity, providers, selected travelers, and baseline travelers.

Top Category Searched report

The Top Category Searched report shows the distribution of selected users and baseline users by search category (Arts & Entertainment, Shopping, etc.). Data may be sorted by affinity, search category, selected users, or baseline users.

Top Destinations report

The Top Destinations report shows the distribution of selected travelers and baseline travelers by destination. Data may be filtered by affinity, destinations, selected travelers, and baseline travelers.

top external site

A top external site is a top-rate, third-party website that is independent of a user’s content consumption on Yahoo.

Top External Site Visits report

The Top External Site Visits report shows the distribution of selected users and baseline users by the websites they visit. Top external sites are independent of a user’s content consumption on Yahoo. Data may be filtered by affinity, domains, selected users, and baseline users.

Top Hotels report

The Top Hotels report shows the distribution of selected travelers and baseline travelers by hotel bookings. The data may be sorted by affinity, hotels, selected travelers, and baseline travelers.

Top Keywords Searched report

The Top Keywords Searched report shows the distribution of selected users and baseline users by frequent, relevant, and matched keywords. The data may be sorted by affinity, search terms, selected users, and baseline users.

Top Selling Domains report

The Top Selling Domains report shows the distribution of selected purchasers and baseline purchasers across top selling web domains (for example, walmart.com and kohls.com). The report may be sorted by affinity, domains, selected purchasers, or baseline purchasers.

Top Selling Products report

The Top Selling Products report shows the distribution of selected purchasers and baseline purchasers by frequent, relevant, and matched top selling products. The report may be sorted by affinity, top-selling product, selected users, or baseline users.

Top Yahoo Sites v Devices report

The Top Yahoo Sites v Devices report displays the distribution of selected users and baseline users by Yahoo sites and devices. The data may be sorted by affinity or selected users.

Top Yahoo Sites - Video & Non-Video report

The Top Yahoo Sites - Video & Non-Video report displays the distribution of selected users and baseline users by video and non-video Yahoo domains. The data may be sorted by affinity, domain, selected users, and baseline users.

Travel Airline filter

The Travel Airline filter enables you to identify users who have received emails containing airline information within itineraries/receipts.

Travel Characteristics report

The Travel Characteristics report shows the distribution of selected travelers and baseline travelers by travel type (cruises, family vacations, etc.) and traveler type (business or personal).

Travel Destination filter

The Destination filter enables you to identify audiences who have received emails containing airport information in the itineraries/receipts. Search for airport by name or airport code.

Travel filter

The Travel filters enables you to identify audiences based on their travel behavior. Audience Insights uses Yahoo Mail data to identify audiences that have received emails that contain information about their destination, airline, hotel, and provider preferences.

Travel Hotel filter

The Travel Hotel filter enables you to identify audiences who have received emails containing hotel information within itineraries/receipts.

Travel Provider filter

The Travel Provider filter enables you to identify audiences who have received emails containing provider information (i.e., Priceline.com) within itineraries/receipts.

under-indexing

In Audience Insights, user profile refers to consumers. Selected users are less likely to perform compared to baseline users. This does not mean that campaigns are less likely to perform, rather that selected users are less likely to perform compared to baseline users.

Vendor filter

The Vendor filter enables you to identify audiences that have received a receipt from the selected online vendor.

WXYZ

Yahoo Segment

A Yahoo Segments is a predefined audience of Yahoo consumers that have been profiled based on the Yahoo pages they visit, their purchase history, and demographic data such as gender, location, or wealth. All Yahoo Segments are based on Yahoo proprietary data derived from Yahoo Mail and Yahoo Search.

Yahoo Segments report

The Yahoo Segments report displays the distribution of Yahoo Segments data from Yahoo proprietary data for selected users compared to all known users.

Yahoo Segments filter

The Yahoo Segments filter enables you to identify audiences based on Yahoo proprietary data like Yahoo Mail and Yahoo Search.