European Privacy Seal for nugg.ad
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Product/ |
Predictive Targeting Networking (PTN) |
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Cert. No. |
DE-090007 |
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Validity |
10/09/2009 until 30/09/2011 |
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Public report |
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Manufacturer/ |
nugg.ad AG Germany |
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BEST |
PTN v2.0 offers several functionalities in order to fully comply with the principle of data avoidance and minimisation: The service does not create overall profiles across websites of different publishers. It dispenses with the use of category information constituting sensitive kinds of data (e.g., health data). IP addresses of users are deleted by an independent third party who serves as a proxy. Furthermore, nugg.ad offers a blocking cookie to users who want to easily opt out of the service and provides explicit hints on a privacy compliant implementation of the service to its customers. |
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ATTENTION: |
Not applicable |
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Summary |
PTN v2.0 is a service that offers predictive behavioural targeting to publishers and advertisers in the area of online marketing. The purpose of PTN 2.0 is to support customers in optimising effectiveness of advertisements. Predictive Behavioural Targeting as offered by nugg.ad is based on a method that links web-browsing behaviour and survey results with algorithms derived from the field of machine learning. With the implementation of PTN-technology into a website, the click behaviour of a website visitor is analysed by the use of http cookies. |
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Details |
PTN v2.0 is provided to operators or publishers of websites. Customers can implement the service in order to gain a better and user optimised delivery of advertisements on the website. A customer who wants to use PTN implements a web-bug on his website that is used to track basic user behaviour on the website. Each webpage of the website is classified to a certain category (e.g., sports or culture). If a user visits a webpage, the category the webpage belongs to is counted and stored in in a user cookie. This cookie has a maximum lifetime of 26 weeks. Click behaviour data of users is enriched with information on demographics, product interests and potential lifestyle. To gain the latter information, a small, random sample of website visitors is presented an online questionnaire containing questions to pinpoint demographics, lifestyle and product interests. Questionnaire information is stored in the nugg.ad system along with a hash code. Furthermore, the click statistics of the respective user are also stored with this hash code in the nugg.ad system. No personal data such as name or address of users is stored in the system. nugg.ad uses the above-mentioned data to build statistical models about general user behaviour based on interests. |
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Technical Evaluator Legal |
Andreas Bethke Papenbergallee 34 25548 Kellinghusen Germany [email protected] Stephan Hansen-Oest Neustadt 56 24939 Flensburg Germany [email protected] |
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