Types of Data in 2025
This type of data is collected directly from a consumer’s interaction with a brand
What is first-party data?
This metric tells you whether someone saw your ad.
What is viewability?
This entity connects publishers' inventory with DSPs and provides key signals like pricing and viewability.
What is a supply-side platform (SSP)?
Programmatic advertising began with this type of digital ad format.
What is display advertising?
This privacy-friendly web framework by Google aims to replace third-party cookies.
What is the Privacy Sandbox?
This kind of data is aggregated from various sources and sold by providers not directly interacting with the consumer.
What is third-party data?
In the past it was Nielsen DAR and Comscore VCE as gold standards for this type of measurement, but today vendors like iSpot, VideoAmp, and Upwave are emerging.
What is OTP (on-target percentage) or on-target measurement?
This is a term used for digital platforms like social, search and other large digital spaces.
What is a walled garden?
This milestone in 2007 allowed advertisers to bid in real-time for impressions.
What is the introduction of RTB (real-time bidding)?
With cookies disappearing, advertisers will rely more on this type of identifier.
What are first-party IDs or universal IDs?
This data type is derived from behaviors and signals like device IDs, IP addresses, and browsing patterns.
What is probabilistic data?
This method measures the actual sales impact of a campaign, typically using a test and control group. (bonus $100 for naming our new partner who does this for us)
What is sales lift and incrementality? Who is Attain?
This is where users spend most of their time consuming content online.
What is the open internet?
This evolution replaced the “waterfall” with more efficient and equal bidding across publishers.
What is header bidding or in-app bidding?
In mobile app, these are the two targeting methods we should always consider, preferably in this order.
What is contextual targeting and 3P/audience targeting?
These so-called newcomers to the data game have been around for decades—only now, their shopper data is powering a massive shift in ad spending.
What are retail media networks?
This form of attribution is favored by walled gardens and can skew the results of a campaign.
What is last touch attribution?
This refers to the ability to access, buy and optimize campaigns across all channels and formats in a single platform.
What is omnichannel buying?
This type of auction allows publishers to set a fixed price and invite select buyers.
What is a programmatic guaranteed or private marketplace (PMP)?
These environments like CTV, streaming audio, and mobile games represent the next frontier of programmatic.
What are emerging channels?
This newer approach to identity resolution often replaces cookies with persistent, privacy-compliant identifiers.
What is a UID (universal ID) or identity graph?
This type of measurement tracks exposure to conversion path across channels and time.
What is multi-touch attribution?
Unlike walled gardens, this environment allows advertisers to bring their own data and transparently measure outcomes.
What is the value proposition of the open internet?
Programmatic buying evolved to include these newer formats beyond display and video.
What are DOOH, audio, and CTV?
In mobile app, publishers struggle with addressability post ATT. This targeting method allows advertisers to capture the full reach of Zynga’s inventory
What is contextual targeting?