Are there attribute values that cannot be activated?

Yes, the following attribute values cannot be included in an audience for activation or engagement. This means audiences that contain these attributes cannot be activated or targeted as an audience for media delivery, and they cannot be included in a data append.  

1. Transgender Identity 
2. Sexual Orientation 
3. All Sensitive Health & Pharma Conditions and Conditions Management 
   • Sensitive Health & Pharma Conditions include anything related to Mental Health or Cancer, including ADHD, Advanced Melanoma, Alzheimer's Disease, Carcinoid Syndrome, Depression/Bipolar Disorder, HIV, Leukemia. 
   • These are grouped together under the Resonate Elements group in the Taxonomy, both in Conditions and Conditions Management as "Sensitive Medical Conditions" 
4. All appended 3rd party data. 

Attributes that cannot be activated are flagged as such in the Audience Builder in Segmentation Center with an ! icon.  Here's an example of a Sensitive Medical Condition. 

Why is this the case?

For the first 3, we're aligning our definition of sensitive conditions to how the Network Advertising Initiative (NAI) defines them in their code of conduct.  The NAI is an industry trade group that sets self-regulatory standards for online advertising. The NAI states on their blog that "We recognize that some medical conditions are likely to be particularly sensitive or private in nature to many consumers. Targeting ads to specific users based on inferences about such conditions can make users uncomfortable or alert their friends, family, or coworkers about conditions the user may prefer to keep private."

3rd party appended data cannot be activated due to our contract with our 3rd party data provider.