Europrise

Product/Version

Predictive Targeting Networking
(PTN)
Version 2.0

Cert.
No.

DE-090007

Validity

10/09/2009

until 30/09/2011

Public report

nugg.ad

PTN v2.0 Short Public Report (PDF) flag-gb.png

Manufacturer/Provider

nugg.ad

AG
Rotherstraße 16
10245 Berlin
Germany

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.

ATTENTION:

Not

applicable

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.

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.

Technical
Evaluator

Andreas Bethke

Papenbergallee 34

25548

Kellinghusen

Germany

andreas@b3-gruppe.de

Legal

Evaluator

Stephan Hansen-Oest

Neustadt 56

24939