A single piece of information known about a user and stored in a behavioral profile which may be used to match ad content to users. Attributes consist of demographic information (e.g., age, gender, geographical location), segment or cluster information (e.g., auto enthusiast), and retargetingRetargeting(or re-targeting) - The use of a pixel tag or other code to enable a…//read more information (e.g., visited Site X two days ago). Segment or cluster information is derived from the user’s prior online activities (e.g., pages visited, content viewed, searches made and clicking and purchasing behaviors). Generally, this is anonymous data (non-PIIPII (Personally identifiable information)Personally identifiable information (PII), also known as personally identifying…//read more ).