Attributes are targetable, user-level data stores that serve as the primary building blocks of Audiences. Almost any information passed to the platform via activity tag, offline file, or server-to-server connection can be stored as an attribute.

Categories of attributes include geographic, demographic, financial, connection and computer, travel, and shopping. The platform supports both first-party and third-party attributes. First-party attributes are those that you configure from your own data for targeting or analysis.

They are only visible to your organization. Many attributes are available from third-party data partners and industry-standard IP intelligence services (e.g. for geographic attributes, ISP, etc.)

Attributes can be set or unset for users by way of Triggers. If a user wants to target a pixel, a trigger must be set up to set an attribute.

Viewing Attributes

  1. Navigate to the DSP logo in the upper left corner. The DSP shows a menu for Advertisers and Admin.

2. Select the Account that contains your advertiser, and then select your Advertiser. The DSP shows all the Advertiser's campaigns.

3. Click on Audiences > Attributes. 

4. A screen like the following appears. It shows all your available Attributes.

Navigate the Attribute Menu

Click the caret (>) next to any Attribute category to view a list of available Attributes.

Search for Attributes

Click the Search icon in the upper left corner and then enter a search term. Only Attributes containing the search term in the name or path appear.

Filter Attributes by Provider

Click All Providers in the upper-left to view a list of available Attribute providers. Click All Providers to include attributes from all providers. To view data from select providers, clear the All Providers checkbox and then select the providers.

Viewing Attributes




The category of each attribute.


Attribute Name (displayed in the platform as simply "Attribute") is a simple description of an attribute. Attributes from third-party vendors are presented with their vendor-provided name, which cannot be edited. All first-party attributes can be edited by clicking the pencil icon next to the attribute name.


The system of origination for any attribute that has been on-boarded into the platform. For third-party data sources, this will be the broker or vendor that has collected the data and sent it into the platform. For first-party data, the advertiser is displayed as the attribute provider.


For third-party attributes that carry an additional targeting cost, the attribute screen displays a usage CPM. The same CPM applies regardless of channel.

Estimated Internet Uniques

The Estimated Internet Uniques metric is a prediction of the size of a given attribute based on the number of cookies that have had an assigned attribute over the last 30 days. The platform offers the ability to assess the size of an attribute across two different populations.

Some of the Estimated Uniques numbers in the DMP may seem especially large. This is because Estimated Uniques are calculated against unique cookies. Many users have multiple browsers and devices that they use over the course of a month and Therefore, generate multiple cookies over that time period.

Attribute Fields

This table describes all available fields when creating a new attribute. Required fields are marked with an asterisk (star).



Name & Location

Parent Attribute*

Click the Parent Attribute menu, and then select an attribute that should be considered the parent. You select only first-party attributes as parent attributes. This organizes the attributes in the Category list.
Click + New Group to create a new group of attributes.

Attribute Name*

Give the attribute an easy to recognize the name.


Enter any notes about the attribute. This can help your co-workers understand how to use the attribute.

Attribute Type


Attributes come in two flavors: Simple or True State. Simple attributes are binary. They are yes/no or on/off states that describe whether a user matches a description. Examples include: "Has credit card" and "Has visited site". Either the user has the attribute, or they do not.

1. Click Simple to set this attribute as a Simple Attribute.


 2. If the attribute will be set using a pixel or activity tag, create that pixel by clicking the option under Get an Activity Pixel.

3. Enter a Tag for the pixel. This is required if you are creating an activity pixel. After you save the attribute, a text file with the activity pixel will be downloaded.

True State

Attributes come in two flavors: Simple or True State. TrueState attributes are an intelligent way to store user data for which a user cannot be two things at once (i.e. something that has mutually exclusive states). True State attributes can have up to 255 different states. For example, "Age" is a True State attribute.

1. Click True State to set this attribute as a True State Attribute.

2. Add states to the attribute. You have two options:

  • Click Add State to add a single state.

  • Click Add Bulk to add a comma-separated list of multiple states.

  • Delete any unnecessary states by selecting a state and then clicking the Delete State option.


Expire This Attribute

If the attribute should only be valid for a set period, select the option under Expire this Attribute, and then select a number of days for the attribute to be valid. The maximum is 90 days. If a user does not take the prescribed action, for example, return your homepage within the expiration time period, the attribute automatically unsets. If you update the expiration period later, the new period is immediately retroactive for all users for whom the attribute has not already expired.

Integration Code

The Integration Code field is optional and purely informational.


Apply a CPM towards any first-party attribute. Holding companies can leverage this to easily bill their clients who are leveraging their first-party attributes.

Create a First Party Attribute

To create an Attribute:

  1. Click +Attribute in the upper-right corner. The Create Attribute window appears.

2. The Create Attribute window appears. Complete the fields on the window.

3. Click Save in the lower-right corner when complete.

Edit an Attribute

  1. Click the Edit icon next to any Attribute.

2. The Edit Attribute window appears. Edit the fields as necessary.

You cannot change an attribute between a Simple and True State attribute after it has been used.

View Attribute Uniques

  1. To view uniques over the last 30 days, click the graph icon next to any Attribute.

Archive an Attribute

  1. Click the Options menu and then click Archive Attributes.

2. Select the Attributes to archive.

3. Click Archive Attributes. The Attributes will no longer be available in the DSP.

Export Attributes

  1. Click the Options menu and then click Export Attributes

2. The Export Attribute Hierarchy window appears.

3. Select which Attributes to export. The options include:

  • Export all attributes: Select this option to export all attributes in the platform.

  • Export currently listed attributes: Select this option to export all attributes currently displayed on the screen.

  • Export a provider: Select this option, and then choose a third-party attribute provider.

  • Export a category: Select this option, and then choose an attribute category provider.

4. Click Export. The export process may take some time. Your browser will download the attribute spreadsheet when complete.

Bulk Upload Attributes

  1. Click the Options menu and then click Bulk Upload Attributes.

2. The Bulk Upload Attributes window appears.

3. Click + File to upload the spreadsheet with your Attributes, and then click Next. These Attributes will be imported into the DSP.

Download a Bulk Upload Template

  1. Click Download a template with instructions link on the Bulk Upload Attributes window. The DSP will download an .XLS file to your computer that includes the required fields for bulk upload of Attributes.

The template is an Excel file which has an instructions tab. The instructions outline the fields which must be included for each Attribute. These fields are described in the table below.




Attribute Name


The name of the Attribute. 

Attribute Path


The attribute path or folder hierarchy of the attribute. Attributes can be added to either existing or new folders. Input the full attribute path in the correct format to place the attribute in the correct folder.

The delimiter for partitioning the different folders in the attribute path is >>. The root folder will always be the first folder in the attribute path. If the attribute path is input incorrectly, the attribute will be placed in the root folder by default.


Yes (True State only)

A possible value of the TrueState Attribute.

Value Index

Yes (True State only)

The position or location of the value in the TrueState Attribute.

Value Description


The description of the TrueState value.



The CPM value of the Attribute. In order to assign a CPM to a TrueState value, you must enter a CPM value for each TrueState value or row in the spreadsheet.