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Procedure description

INFOnline Measurement System Sketch

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Procedure description

INFOnline Measurement is essentially based on the fact that individual accesses to customers' web pages or within their applications (apps) can be

  • recorded,
  • delimited,
  • counted

through technical measures.

The data collected by the measurement is aggregated depending on the order and regularly forwarded to IVW and agof, who then check and publish it.

In order for the accesses to a web page to be measured by INFOnline, a JavaScript code must be implemented by the customer (operator of the web page, client of the measurement). For the measurement of mobile usage INFOnline provides a measurement library for various platforms that can be implemented by customers/developers in their own applications. When the measured web pages or applications are used, a counting pulse is sent to INFOnline Measurement.

Due to the data types and data volume, the collected data do not allow a user to be clearly identified as a person. While pseudonymous measurement procedures still work on the basis of client identifiers, anonymous procedures work completely without such identifiers. The pseudonymous INFOnline Measurement is designed as a pseudonymous system (with client identifiers) and the anonymous INFOnline Measurement as well as the Census Measurement are designed as an anonymous system (without identifiers).

Measurement Manager

The so-called INFOnline Measurement Manager has an interface for a central technical test and control logic with which, on the basis of the legal and industrial IAB specifications (e.g. through the use of a TCF 2.0-compliant CMP on the website or in the app of the client), the required measurement sensors for anonymous and/or pseudonymous data processing are automatically integrated and executed in the INFOnline Measurement depending on the degree of a user's consent (=visitor to the web page or application) to one or more processing purposes in order to determine the standard key figures customary in the market.

Anonymous Measurement Methods

INFOnline Measurement: Census Measurement

(only page impression; no movement data)

In the site (WEB), the client implements the retrieval of the web sensor, which is executed in the user's local browser. The web sensor calls up the service platform managed by the site, which in turn acts as an interface to INFOnline's central server systems. The data set generated by this is a pure PI data collection and is transmitted to the service platform.

No personal data occurs in the INFOnline data centre or the integrated cloud services during the census measurement. The only personal data is the IP address, which is required for communication purposes with the client. In the census measurement, no personal information is processed at all, including in particular the IP address. This is completely removed from communication and processing. There is also no geolocation by means of IP address.

INFOnline Measurement: anonymous measurement

(Page impression: Page Impression + domain-related movement data in different aggregation levels: Visit, technical client, etc.).

In the site (WEB), the client implements the retrieval of the web sensor, which is executed in the user's local browser. The web sensor calls up the service platform managed by the site, which in turn acts as an interface to the central server systems of INFOnline. In the process, aggregated session data is transmitted in encrypted form to the service platform and enriched by it with the geolocation from the connection data. In the central system component, all data is decrypted and aggregated.

In the case of anonymous measurement, personal data only occurs in the INFOnline data center or the integrated cloud services if the service platform is operated by INFOnline as order processing. The only personal data then is the IP address, which is required for communication purposes with the client. The shortened IP address is used for geolocation at federal state level. The IP address is not stored. The IP address is not passed on to the central server component.

Pseudonymous measurement methods

INFOnline Measurement: pseudonymous measurement

(Page impression: Page Impression; cross-offer movement data in different aggregation levels: Visit, technical client, etc.).

In order to technically measure the use of a web page, a JavaScript code must be implemented in the HTML source code by the client. Calling up this JavaScript via the browser or the end device of the user (client) triggers the pseudonymous measurement in the measuring system. If the client participates in the agof study, an invitation to participate in an online survey may be delivered.

The system for the online survey is not operated by INFOnline; there is merely a forwarding to this system.

If the use of an application (app) is to be measured, a software library is integrated by the provider of the application, which INFOnline makes available. The library ensures that all required information is transmitted to the measuring system in the correct format.

The counting pulses transmitted to INFOnline are first temporarily stored as raw data and the IP addresses are anonymized. Anonymization by shortening the IP addresses takes place as soon as possible (for IPv4 shortening by 1 byte). Other unique identifiers of end devices are transmitted exclusively as a hash.

INFOnline offers the option of Opt-Out (https://optout.ioam.de) from the measurement.

Activating the Opt-out in a web browser causes the browser's counting pulses to be discarded in the measuring system. In this case, no further analysis or measurement of the counting pulses of this browser takes place. TCF 2.x also provides an opt-out for the user. The implementation of the opt-out in apps is the responsibility of the respective provider of the app. INFOnline describes how the opt-out can be implemented in apps in the respective Integration Guide of the various platforms.

Examples of the data collected: Time stamp, IP address (shortened), cookie content, web page accessed, signature of the browser, ID of the end device as hash (for smartphones), event triggered (e.g. "start", "stop") etc..

The data is analyzed and stored in the downstream systems.

The aggregated and evaluated measurement data is made available to IVW e.V. and agof e.V. via defined interfaces. A standardized interface available on the internet is used for this purpose. The transmission of the data is always encrypted.

Overview of data categories and standard market key figures in INFOnline Measurement

Depending on the measurement method and device used, the measured data is recorded with the following data categories and key figures for the respective site:

Desktop, MEW and CTV Apps (Android/iOS)
base data Page Impressions, Codes Page Impressions, Codes, Events
Advanced data(*) Page Impressions, Codes, Clients, Visits, URLs, Useragents, Usetime Page Impressions, Codes, Clients, Visits, Events, Usetime

(*) from data collection requiring consent (consent of the user (= visitor to the site) required / assumed)

Explanation Data categories and standard market performance indicators:

Performance indicator Explanation
Page Impression A single usage process, e.g. calling a web page.
Visit A Visit describes a coherent usage process. Visits are calculated on the basis of page impressions.
Client The parameter "Clients" is purely a technical parameter and indicates which devices or browsers have used the site.
Events Events/actions transmitted by an app, e.g. "view-appeared" when opening a news article in an app.
Useragents Browsers / devices used
Urls Shortened URL of the web page accessed by the user.

Last update: January 7, 2022