User profile targeting

The targeting settings allow it to withhold the campaign to specific users and so display advertising only a certain group of users. The system supports this in the standard version, the variants Geo or IP targeting and user profile targeting. The information on geo-targeting, see the appropriate help-menu item, the following description refers to the target users profiles.

aims

The aim of online marketing should be to the right user can show the correct advertising. For this reason, are collected user data and are already evaluated collected user data and used to control the advertising.

data protection

For privacy reasons, it is legal in most cases not allow personal data between companies share. Therefore, all data transmitted need people unbound sein.Ferner The principle of data economy, which means that only the effective required in each case data will be processed and. For this reason, we will restrict ourselves in the evaluation of user data to a few targeting criteria.

implementation

Since the delivery of advertising materials ultimately happens on the servers of the marketer, it is the imperative of the required information to the respective users from the server of the website to transfer to the ad server of the marketer. At this point, in particular the performance of particular importance, so the data can be processed as quickly, which is why a solution is not an option here with daily or hourly data synchronization. The transmission of user data is done therefore URL-based.

targeting criteria

Since there particular the speed arrives at which the user data can be analyzed, it is here notwenig the amount of data to reduce to a minimum the most important criteria. The advertisers most requested criteria here are the following, which are classified for reasons of consistency and ease of processing further into subgroups: 

• gender
• Male
• Female
• Older
• net income
• Less than EUR 500
• 500-999 EUR
• 1000 - 1499 EUR
• etc.
• 4000 EUR and above
• Interests
• Travel, Holiday & recreation
  including among others: travel, holiday, hotel, Hiking
• Finance & Insurance
  including among others: stocks, funds, investment, pension, insurance
• Fashion
  can include among others: clothing, fashion, styling, beauty, sports clothing
• Car & Motor
  including among others: Car, Motorcycle, Tuning, Transport
• Sports
  including among others: football, basketball, handball, tennis, Formula 1, winter sports
• Telecommunications, Computers & IT
  including among others: landline, mobile phone, PC / Notebook, Internet, Server
• Family
  including among others: children, matchmaking, School & Education
• Leisure, entertainment and culture
  these include among others: cycling, movies, TV, music, books, concerts, theater, museum
• Health
  information can include among others: wellness, Arztneimittel, treatments, health & care, nutrition
• Wohnen & Garten
  including among others: home, garden, real estate, furniture, tech. Equipment, animals, etc.

Other criteria are for barely an advertiser of a sophisticated interest and can therefore be ignored. (Things such as time, geo-targeting, etc. are realized via other techniques.)

data collection

Because usually in some participating sites data were collected already, while this is not the case with other websites, the objective should be to standardize the data collection so that comparable values ​​Cross website can be collected here first. For the above targeting criteria such as should be saved collected data within the registration process on the website or within a separate survey of users and associated with the user ID, so that a subsequent assignment users ↔ targeting criteria is possible. To collect the data, the following form elements recommend:

• Gender: radio buttons male / female (not pre-labeled)
• Age: select box; Values ​​"-" (no value) to 100
• Net income: select box; Values:
  - (no value)
  less than EUR 500 / month
  500-999 EUR / month
  from 1000 to 1499 EUR / month
  from 1500 to 1999 EUR / month
  from 2000 to 2499 EUR / month
  from 2500 to 2999 EUR / month
  from 3000 to 3499 EUR / month
  3,500 - 3999 EUR / month
  4000 EUR / month and above
• Interests: a checkbox for each category

In addition, it is recommended especially in the collection of net income to add a short explanatory text at: Net Income: The income minus taxes such as taxes and social security.

Conversion of already collected data

Provided that data has already been collected, which do not conform to the format above, shall be converted to this as follows: 

• Gender: generally should be no conversion necessary. If instead of husband and wife also, for example, the value "family" have been collected, this should be replaced by "no value".
• Age: was raised if the age is not a specific figure but in groups (eg "20-30 years"), the average age of the group is attached here (from "20 to 30" is therefore 25 years)
• Net Income: The conversion is done according to the following criteria:

Was the income has not been determined in the required groups but other divisions, the mean value is formed by the previously collected group and assigned to this new group.

• Interests: There are assigned to the most each matching groups.

Technical implementation

As described, the user data to be transferred to the ad server URL-based. For this, the normal IFrame or script URL each dynamically to a parameter ( "&tgt=") expanded. As the value encoded text is given, which includes the values ​​of the respective user which the advertisement appears. Example course: 

1. A user registers with the website, specifying the required information (age, gender, etc.).
2. A user logs on to the website and is for this now as "A" visible. The user now gets a bottom of the page.
3. On the website, the normal code is the delivery of advertising materials (IFrame / Script). Since the website has identified the user as "A", a revised Code includes the & parameter instead of the normal code now. Tgt= and transmits the encoded user data to the user.
4. The user's browser detects the code along with the parameters and sends the URL to the ad server of the marketer.
5. The AdServer the marketer evaluates the passed parameters and can based on this decide which advertisements to display to the user.

Encoding the targeting criteria

these fixed exclusively as a combination of numbers width is transmitted for a faster evaluation of the parameters. The number series is as follows (in this order): 

• Gender: 0 = unknown, 1 = Male, 2 = Female
• Age: 000 = unknown, otherwise age plus 47 including a leading zero.
• Income: 0 = unknown, otherwise: = number rounding (income / 500) +1; Maximum = 9
• Interests: Each category is assigned a number. The numbers of all interests relevant to the user are summed and placed with leading zeros to 4 digits (eg 0062). These numbers are:
  • Travel, Holiday & Recreation: 1
  • Finance & Insurance: 2
  • Fashion: 4
  • Car & Engine: 8
  • Sports: 16
  • Telecommunications, Computers & IT: 32
  • Family: 64
  • Leisure, Entertainment and Culture: 128
  • Health: 256
  • Living & Garden: 512

Some examples: 

Example implementation PHP

The following code shows an example of the implementation of the targeting criteria in PHP: 

function getTargetString($gender = 0,
                          $age = 0,
                          $income = -1,
                          $reise = false,
                          $finance = false,
                          $fashion = false,
                          $cars = false,
                          $sport = false,
                          $telco = false,
                          $family = false,
                          $cultur = false,
                          $health = false,
                          $immo = false
                          )
 { 
  function fix0($s,$j=1) 
  {
   $z = ($j-strlen($s.''));
   for($i=0; $i<$z; $i++){ $s = '0'.$s; }
   return $s;
  }
  $interests = ($reise*1)+
               ($finance*2)+
               ($fashion*4)+
               ($cars*8)+
               ($sport*16)+
               ($telco*32)+
               ($family*64)+
               ($cultur*128)+
               ($health*256)+
               ($immo*512);
  return $gender.fix0($age+47,3).fix0(floor($income/500)+1).fix0($interests,4); 
 }

Beispielumsetzung Übernahme des Nutzerprofiltargetings von Nugg.ad

<script language="JavaScript">
 <!--  function nuggad2adspirit()
  {
   var tgt = '000000000';
   function fix0(s,j){ z = (j-(s+'').length); for(i=0; i<z; i++){ s = '0'+s; } return s; }
   function getInterest(v,alt){ return (v>0&&v<5&&(v<alt||alt==0))?v:alt;}
   if(nuggprof)
   {
    var gender = 0;
    var age = 0;
    var income = -1;
    var reise = 0;
    var finance = 0;
    var fashion = 0;
    var cars = 0;
    var sport = 0;
    var telco = 0;
    var family = 0;
    var cultur = 0;
    var health = 0;
    var immo = 0;
    for(var i=0; i<nuggprof.length; i++)
    {
     var itm = nuggprof[i];
     var n = '';
     var v = '';
     if(itm.length == 2)
     {
      var n = itm[0];
      var v = itm[1];
     }     switch(n)
     {
      case 'nd_gnd': gender=v  ; break; //sex
      case 'nd_ncm': if(v==1){income=1;}//0-1000
                     else if(v==2){income=3;} //1000-2000
                     else if(v==3){income=5;} //2000-3000
                     else if(v==4){income=7;} //3000-4000
                     else if(v==5){income=9;} //4000-5000
                     break; //income
      case 'nd_agr':  if(v==1){age=18;}
                     else if(v==2){age=25;}
                     else if(v==3){age=35;}
                     else if(v==4){age=45;}
                     else if(v==5){age=55;}
                     else if(v==6){age=65;}
                     break; //age
      case 'ni_fina':
      case 'ni_insu':
                      finance = getInterest(v, finance); break;
      case 'ni_trvl':
      case 'ni_tick':
                      reise = getInterest(v, reise); break;
      case 'ni_fash':
                      fashion = getInterest(v, fashion); break;
      case 'ni_cars':
                      cars = getInterest(v, cars); break;
      case 'ni_sprt':
                      sport = getInterest(v, sport); break;
      case 'ni_tele':
      case 'ni_comp':
      case 'ni_cons':
                      telco = getInterest(v, telco); break;
      case 'ni_baby':
      case 'ni_furn':
      case 'ni_pets':
      case 'ni_wite':
      case 'ni_sing':
      case 'ni_educ':
      case 'na_jobs':
      case 'na_fami':
      case 'na_life':
                      family = getInterest(v, family); break;
      case 'na_ente':
      case 'ni_arts':
      case 'ni_mdia':
      case 'ni_game':
      case 'na_book':
      case 'na_vips':
      case 'na_cine':
      case 'na_joke':
      case 'na_tvtv':
                      cultur = getInterest(v, cultur); break;
      case 'ni_opti':
      case 'ni_care':
                      health = getInterest(v, health); break;
      case 'ni_hous':
      case 'ni_flat':
      case 'ni_doit':
      case 'ni_prov':
                      immo = getInterest(v, immo); break;
     }    }    var interests = (reise*1)+ (finance*2)+ (fashion*4)+ (cars*8)+ (sport*16)+ (telco*32)+ (family*64)+ (cultur*128)+ (health*256)+ (immo*512);
    tgt = gender+''+fix0(age+47,3)+''+fix0(Math.floor(income/500)+1)+''+fix0(interests,4);   }
   return tgt;
  } 
 document.write('<scr'+'ipt src="http://[adserver]/adscript.php?pid=XYZ&ord=[timestamp]&tgt='+nuggad2adspirit()+'" type="text/javasc'+'ript" language="JavaSc'+'ript"></scr'+'ipt>'); //-->
 </script>