Trait Qualification Reference

Trait qualification, or trait realization, is treated differently in Audience Manager, depending on trait type. See the table below for detailed information on trait qualification.

Trait Qualification by Trait Type

Trait type Qualification criteria

Rule-based Traits

Trait qualification happens in real-time, as users qualify for a trait in their browser. Your users will start qualifying for a rule-based trait approximately 4 hours after you create the trait in the UI.

Rule-based traits allow you to use recency and frequency controls for ad frequency capping and other use cases.

Onboarded Traits

Trait qualification happens after an inbound file is processed, i.e. the inbound file is imported into Audience Manager and that is when the trait qualification happens.

For onboarded traits, the maximum number of qualifications for a user profile is 1.

Algorithmic Traits

For algorithmic traits, the maximum number of qualifications for a user profile is 1.

Folder Traits

A folder trait sums up the trait qualifications of the traits it contains.

Read Folder Traits: About for more information.

Active Audience Traits and Data Source Synced Traits

An Active Audience trait contains all of the devices under management in your Audience Manager account.

Data Source Synced Traits track all of the users associated with a data source.

Read more about Active Audience Traits and Data Source Synced Traits.

Unique Trait Realizations and Total Trait Population

The Unique Trait Realizations count the number of your visitors that have added the trait to their profile, within different time ranges.

The Total Trait Population represents the number of your visitors that have this trait on their profile.

Think of the numbers this way. In the image above, from the Trait Details view, 181 represents the number of active devices, that visited your properties yesterday. The Total Trait Population of 1,595 represents the amount of users currently qualified for this trait. The Total Trait Population figure is meant to show the total amount of users who could be used for segmentation/targeting. Typically, users will remain part of a trait for 120 days.

Because we run two different computational jobs to calculate the two populations, the Total Trait Population always lags behind the Unique Trait Realizations by 24 hours. In the graph above, you can see 175 Unique Trait Realizations and a Total Trait Population of 6 for February 11. The 175 profiles are added to the Total Trait Population on the following day.

To further drive the point home, if you experienced a spike of 10,000 visitors right now, they would show up in tomorrow's Unique Trait Realizations, but would only show up 24 hours later in the Total Trait Population.

Trait Qualification Limit

We enforce a limit of 150,000 trait qualifications for each user profile, whether it is an authenticated profile (DPUUID) or a device ID (UUID). Note that while the DPUUIDs are unique to a specific instance of Audience Manager, UUIDs are shared across the Audience Manager platform. For UUIDs, we impose a fairness policy when storing trait qualifications. An algorithm ensures that an equal share of the UUID profile is made available for every instance of Audience Manager.