1st party data is user data collected by the advertiser also called individual data as for example purchase interests or demographic information. Collection is carried out by means of an evaluation of the advertiser’s offers or the data originates from a CRM system. 1st party data can moreover be cross-platform data traffic, login information or target group data from linked social networks.
2nd party data can originate from the advertiser and is so-called individual data (Eigendaten) as well. Said data has, however, been collected by an external source as for example data from the external ad servers, a DMP or an external social media solution.
3rd party data is collected by third parties and is so-called foreign data. That data is offered in the market by individual advertising contacts. In this context, 3rd party means that the data provider is consulted as third party. The dada can contain user-related information but also environment-related information. Purchasers or users of the data can use it in addition to their individual 1st party data.
An ad server is used for the management, delivery and tracking of advertising material in the Internet. Instead of the direct integration of advertising material, a so-called tag is integrated at the respective position of the website. Upon retrieving the website, a query is automatically sent to the ad server via that tag in order to insert an available advertising material from the pool. The ad server usually also stores data such as impressions and clicks that is then shown in a reporting.
Data regarding the past surfing behavior of users (e.g. retargeting).
Data across different terminals for cross-platform addressing
A Demand Side Platform (DSP) is a system that enables purchasers of advertising spaces to access offered advertising spaces of websites in real time. DSPs purchase advertising contacts and modulate advertisements in an automatized manner. In the course of that, they evaluate advertising spaces on the basis of data and historical values that are available from the information that was supplied or individually collected (user, technical data, and predictions).
A Data Management Platform is a technical infrastructure by means of which online and offline data can be collected (evaluation) and/or governed (management) and by means of which target group segments can be provided for the personalized addressing of a user (provision) in real time cross-channel and cross-provider.
Realtime Bidding refers to the procedure of an automatized pricing method in the form of an auction. Advertisers define their willingness to pay for an available advertisement – in combination with further information as e.g. user data or the context – in the frame of a bid. In the subsequent auction, they have the possibility to purchase that advertisement by auction, do, however, compete with other advertisers. The evaluation of the advertisement by the advertiser and the bidding takes place in real time.
Realtime Advertising means the automatized modulation of individual advertising contact opportunities in real time In the German market, a qualitative and superordinate understanding of the term realtime advertising is being developed as distinguished from the technical procedure of realtime bidding which in essence is an automatized pricing method between supply side (SSP) and demand side (DSP).
Region, location, country, federal state
CRM data for cross-channel target group addressing
Information based on the content-related environment of websites (e.g. on the basis of semantic analyses or specific keywords)
Intérêt, comportement, implication, style de vie
Les plateformes Sell-Side ou également Supply-Side-Platform (SSP) forme la base technologique, pour donner accès à l’inventaire d’un editeur pour la distribution d’annonces automatisées dans le domaine du Realtime Advertising.
Use, attitude, involvement, lifestyle
Sell side or supply side platforms (SSP) form the technical basis in order to make the inventory of a publisher accessible for the automatized advertisement trading in the realtime advertising.
Sex, age, place of residence, nationality, civil status, highest educational achievement, profession, religious confession, sexual orientation
Registration data or, respectively, login data of users (opt in)
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