Trait Builder is a feature that improves upon traditional pixel-based data collection and audience creation/segmentation processes. It works by processing page data with server-side rules you create in the user interface.
Compared to pixels, which fire in response to simple “yes” or “true” conditions, Trait Builder lets you:
Collect all page data so you can use it later to build relevant, useful traits.
Build traits based on key-value pairs passed in during data collection.
Reduce or eliminate the need to maintain data collection pixels on your inventory.
Monitor performance with Audience Manager reports.