The following table defines DataX terms and their types/JSON tags:


Also Known As


DataX Type/JSON Tag


Audience, Facts, Events

Represents a set of users that qualify against a certain predefined criteria or perform a pre-defined action. Users can be included in or excluded from a segment.

Taxonomy Node: type:SEGMENT

Syndicated Segment

Standard Segment

An off-the-shelf segment defined by a partner.

Taxonomy Node: type:SEGMENT

Ad-hoc Segment

Campaign Segment

A custom segment created by a partner on an ad-hoc basis for a specific campaign

Taxonomy Node: type:SEGMENT


Raw Data, Score

Represents a value associated with a user. This value can be a score, age, zip code, liking, category, etc. –essentially any raw attribute that is more than just a binary qualification (inclusion/exclusion) represented by a predefined segment. Terms inclusions and exclusions do not apply to an attribute. Set is a more apt term in this context. Set a user’s attribute to acertain value, e.g., Set user U1’s Marital Status to Single.

Taxonomy Node: type:ATTRIBUTE



A user identifier that both you (the partner) and Yahoo Ad Tech understands. This can be a yahoo cookie or a predefined id generated as the result of a user match or any one or more of the id types listed later in the document

User Data:urn:<user-identifier> urnType:<predefined typestring>

Users of data

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.

TaxonomyNode: users: {include:[<advertiser-id]}