Last Updated: May 10, 2017
Mobile Advertising Identifiers
Non-Personally Identifiable Information
An advertiser is any business that wants to promote its brand, products or services. Advertisers may work with a variety of publishers, technology platforms, and data service providers like Traverse to help them reach their desired audiences.
Traverse provides data-driven services to a variety of companies, enabling publishers to license their hashed registration data to ad tech companies in the digital ecosystem. Clients include: online publishers wishing to monetize the first party data they collect; data and advertising technology companies seeking more accurate (aggregated) people-based data for products such as onboarding, retargeting, personalization, attribution, cross-device marketing; and all other advertisers pursuing people-based marketing.
Cross-device tracking refers to techniques used to detect unique internet users across their various devices in order to create a seamless picture of the user. There are two approaches to cross-device tracking; deterministic and probabilistic identifiers. Deterministic data is where the user is tracked through a common actual identifier, such as a hashed or otherwise de-identified email address or other de-identified user ID. Probabilistic identifiers are created using various non-persistent attributes, such as from the various types of browser settings. In either case, you can see the benefits of cross-device tracking when you start streaming a movie on your laptop but want to finish watching it on your smartphone without taking extra steps by staying logged in across devices. Traverse works with clients to use deterministic identifiers and other non-personal data to assist with similar ads being delivered to users across their multiple devices.
Data hashing is a privacy protection technique that can transform personal information, such as an email address, into a string of random characters. This string uniquely identifies the data in question, but prevents the underlying data (and by extension a particular individual) from being personally identifiable. Unlike other encryption techniques, hashes are not meant to be reversed but may be compared to determine if they represent the same data. Synchronizing various sets of hashed data from multiple sources is at the core of Traverse’s data synchronization services.
Data partners are companies that collect, aggregate, analyze, match, validate and share personal and/or non-personal information for a variety of business uses such as targeted advertising. Data partners often work with advertisers publishers and other intermediaries in the digital ecosystem to help marketers understand their customers, create seamless user experiences across web, mobile and social engagement contexts, and deliver more relevant advertising.
De-Identified Data is akin to hashed data, in that it is not linked or reasonably linkable to personally identifiable individuals. Traverse uses data hashing to de-identify email addresses or other data we receive from our clients.
This is a unique identifier that can be used to recognize a de-identified user, browser or device over time and across different websites and other digital contexts. In the case of our linkage and synchronization services, we utilize hashed email addresses, our unique Traverse ID, third party cookie IDs, and a unique mobile device identifiers.
A device is a computer, such as a laptop, tablet or smartphone, that can be used to access our website or be associated with other devices or cookies through our cross-device linking services.
Interest-Based Advertising is facilitated by the collection of data across digital properties owned or operated by different entities for the purpose of delivering advertising based on preferences or interests known or inferred from the data collected.
Mobile Advertising Identifiers
The Advertising ID available on Android mobile devices and the Identifier for Advertising (“IDFA’) on iOS devices are examples of technologies commonly used for similar purposes as a cookie on platforms where cookies are not available or applicable. Most modern mobile devices (iOS, Android, and Windows 10 and above) provide mobile advertising identifiers. These are randomly-generated numbers that are associated with your device that often come with options to reset the identifier and opt-out of advertising across apps (“Cross-App Advertising”). They are included to provide advertisers a method to identify your devices without using a permanent device identifier, like your phone’s serial number.
Non-Personally Identifiable Information
This is information that on its own does not permit direct association with any specific individual in the real-world. For example, we consider the following to be non-personally identifiable information: zip code, browser type, cookie IDs, non-unique device identifiers, websites visited, and advertisements viewed or clicked. We also consider aggregated, de-identified and/or anonymized data to be non-personally identifiable information.
Traverse does not provide hosted or managed data services on behalf of our clients, nor deliver any ads or email offers directly to you. Rather, we act as a conduit in the advertising value chain by linking, synchronizing, aggregating and sharing (passing-through) data to relevant third parties to help them facilitate relevant advertising.
People-based marketing uses a combination of deterministic data and technologies to serve the most relevant messages to unique users across devices and channels. Hashed and otherwise de-identified email addresses are widely used to synchronize data, devices, and cookies back to previously engaged users or customers.
Personal information is data that can be used to identify or contact a particular individual, such as the individual’s name, email address phone number or postal address. When non-personal information is directly linked with personal information, this information is also treated as personal information.
A pixel tag is a type of technology placed on a website, or within the body of an email for the purpose of tracking activity on websites or when emails are opened or accessed, and is often used in combination with cookies. Pixel refers to the software code that is placed within a web page in order to trigger the placing of cookies and transmits information to us or our third party service providers. This enables two websites to share information. The resulting connection can include information such as a device’s IP address, the time a person viewed the pixel, an identifier associated with the browser or device, the type of browser being used and the URL of the web page from which the pixel was viewed. A pixel tag is also known as a web beacon or Clear GIFs. There may or may not be a visible graphic image associated with the pixel, and often the image is designed to blend into the background of a web page or email.
Please learn about Traverse’s data activation and licensing products here.
Means an end-user of digital properties and devices, such as a website visitor.