User and Audience Data Overview

Once a Taxonomy is uploaded and active, DataX allows you to upload user/audience data against its segments, attributes, scores, campaigns (or anything that can have user level data associated with it) – generically referred to as a taxonomy-element in this section.

A User can be identified by one of the following types of identifiers:

  1. EYUID

  2. DXID

  3. YAHID

  4. ZIP4

  5. IXID

  6. Mobile IDs:

  • IDFA (iOS ID for Advertisers)

  • GPADVID (Google Play Advertising ID)

DataX allows you to represent data keyed by either a taxonomy-element or a user-identifier, to provide you the flexibility of choosing a representation that works best for your data and backend systems. User Data is modeled as the following set of resource collectors in DataX:

  1. /audience - This is the most generic and recommended form of representing user data. It allows you to upload a list of segment qualifications and/or attribute values against a user identifier. Data is represented as a set of JSON records. A single upload will usually contain data for more than just one user, but DataX does not require that you specify the same set of attribute and segment qualifications for every user. Each user record is handled independently.

  2. /audience/segment - This is a more specialized and alternate way of uploading a list of users against a segment (taxonomy-element of type “SEGMENT”)

  3. audience/attribute - Similar to /audience/segment, this is a more specialized and alternate way of uploading a list of users and their values for a certain attribute, e.g., a score (“taxonomy-element of type “ATTRIBUTE”)

  4. /audience/opt-out - Use this to opt out user(s) completely.

Though the limit on payload size of uploads is reasonably high, it is strongly recommended that data be uploaded in frequent mini-batches of incremental updates to optimize reach.