DMA: Data and Marketing Association
Consumer Help

Data Definitions

Data Definitions


Affiliate refers to an entity that controls, is controlled by, or is under common control with, another entity.

Connected Device

A Connected Device is any device, sensor, or similar item that connects to the Internet.


Consent means an individual’s action in response to a clear, meaningful, and prominent notice regarding the collection and use of data.


Consumer refers to the subject of the data.

Consumer Data-Driven Marketing (“Marketing”)

Marketing is the use of data to efficiently, predictably, or persuasively connect Consumers with products and services.


Control of an entity means that one entity (1) is under significant common ownership or operational control of the other entity, or (2) has the power to exercise a controlling influence over the management or policies of the other entity.

Digital Identifier

A Digital Identifier is an identifier that can be used to advertise or market to a specific individual through a digital channel, including computers, handheld devices, and smart appliances.

Interest-Based Advertising (“IBA”)

IBA shares the same definition of “online behavioral advertising” (“OBA”) as defined in codes developed by the Digital Advertising Alliance (“DAA”).

Material Change

Material Change refers to a change in an entity’s practices that, if known to a reasonable Consumer, would likely affect the Consumer’s conduct or decisions with respect to the entity’s products or services.

Means of Collection

Means of Collection includes any method an entity uses to collect data about a Consumer, including both active and passive means (e.g., cookies and pixel tags).


Non-Affiliated means not Controlled by, or under common Control with, another entity.

Personally Identifiable Data

Personally Identifiable Data refers to name, address, or other similar data that, on its own or as combined with other information, could reasonably be used to identify a specific individual.

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