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Media Technologie

First-party data

Digiday.com 17/09/20
Vice Media Group gebruikt een nieuwe tool van Experian en Infosum om meer inzichten te verwerven in hun gebruikers zonder third party cookies te plaatsen of zonder login te vragen:

Publishers provide a first-party ID, IP address and timestamp data, which is matched with Experian’s own IP address and household-level socio-demographic data. This initial match is used to create the Experian Match mapping file, which is then stored in a decentralized data “bunker.” From here, all matching takes place using InfoSum’s decentralized marketing infrastructure, with publishers creating their own private and secure ”bunkers” and advertisers doing likewise, so individual personal customer data is never shared between publishers and advertisers.