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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 MMC/agma (if participation consists), 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 Census Measurement is 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 method

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.

Pseudonymous measurement method

INFOnline Measurement: pseudonymous measurement

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

The data is analyzed and stored in the downstream systems.

The aggregated and evaluated measurement data is made available to IVW e.V. and MMC/agma (if participation consists) 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, URLs Page Impressions, Codes, URLs
Advanced data(*) Page Impressions, Visits, Clients, Qualified Client, Codes, Useragents, Usetime Page Impressions, Visits, Clients, Qualified Client, Codes, 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.
Qualified Client The Qualified Client is an end device used by at least one person (e.g., stationary computer, tablet, smartphone, hbbTV, etc.) from which digital sites are accessed via a browser or app. Qualified Clients are calculated on the basis of clients.
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: September 6, 2023