The offer attributes listed in the query builder can be standard or custom offer attributes. Standard offer attributes are predefined attributes that are relevant for many implementations of Optimize. For example, Expiration Date, Cost per Offer, and Contact Channel. Custom offer attributes are offer attributes that you define in
Campaign that are more specific to your industry. For example, Interest Rate, Annual Fee, Department, and Product SKU.
When you run an Optimize session, the constraints you set using the query builder (along with other criteria you specified in all rules) help to determine which customers populate the optimized contacts table.