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:
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Collect all page data so you can use it later to build relevant, useful traits.
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Build traits based on key-value pairs passed in during data collection.
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Evaluate complex data conditions with server-side rules that work with Boolean expressions and comparison operators.
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Reduce or eliminate the need to maintain data collection pixels on your inventory.
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Monitor performance with Audience Manager reports.
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