Which data category can target both anonymous and identified users?

The correct answer is out-of-the-box data because it encompasses predefined datasets that can be utilized for marketing and engagement purposes without needing any additional configuration. Out-of-the-box data is designed to be flexible and comprehensive, allowing you to effectively target both anonymous users, who have not yet been identified in your system, and identified users, who are already in your database.

Using this type of data can enhance targeting capabilities by leveraging generalized user behaviors and characteristics that are applicable across your entire user base, whether they are known or not. It provides a foundational layer of insights that can be crucial for segmentation and personalized messaging, enabling more effective marketing efforts aimed at various user groups.

In contrast, other options may be more specific or limited in their application. Custom Data refers to unique datasets created for specific business needs, which may not always encompass both categories of users. Custom Events often tracks specific actions of identified users, while Standard Attributes relate to known properties of users, primarily focusing on identified profiles. Thus, these alternatives may not effectively target both anonymous and identified users in the same manner as out-of-the-box data does.