About Trait Builder about-trait-builder

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.

  • Evaluate complex data conditions with server-side rules that work with Boolean expressions and comparison operators.

  • Reduce or eliminate the need to maintain data collection pixels on your inventory.

  • Monitor performance with Audience Manager reports.