Data Use and Privacy
The Adtelligence Platform processes the data of a website visitor in order to assign them to a target group and to display the best website content for this target group.
In general, different types of data can be used. The Adtelligence system itself does not provide any data, but uses the data that the Adtelligence customer can provide and that is necessary and useful for various optimization scenarios.
The Adtelligence Platform uses freely available data as well as general analytics data:
- Time
- Day of the week
- End device type (smartphone, tablet, computer, SmartTV, console, others)
- First-time visitors/returnees
- Location
- Operating system
- Browser
In addition to the aforementioned data, cookies (1st-party cookies of the customer) or data from marketing campaigns that are transmitted via URL parameters can be used, for example. Only very limited and in any case non-personal information can be transferred from the respective marketing channels or advertising media, e.g. the keyword entered in Google Ads, the ID of an affiliate partner or the campaign name.
The Adtelligence customer determines what other data they make available for use. The system does not work with personal data unless such data is explicitly transmitted to the system by the Adtelligence customer, e.g. by providing data from third-party systems. In this case, an order processing contract is concluded which regulates the processing of personal data.
The system works with anonymized and pseudonymized data.
Data is stored pseudonymously, i.e. a random user ID is assigned to a user as a hash. A user is also assigned to a target group with a target group ID within individual tests. The data sent to the system is freely available data and the data provided by the Adtelligence customer (see above). As a rule, this data is not personal. If the Adtelligence customer decides to use personal data, this data can be anonymized before transmission. This is already the case today with the IP address, which is masked to 2 bytes before use (123.234.178.012 becomes 123.234.000.000) and is not fully processed or stored.
Data flow diagram for integration via JavaScript snippet
- When the visitor reaches the website, personalization parameters to be determined jointly are sent to the system. The parameters to be used are agreed with the customer and depend on what data the customer can provide. Adtelligence works in strict compliance with data protection regulations. The parameters are always anonymous and do not allow any conclusions to be drawn about the individual visitor (example parameters that can be used: Day, time, device type, Google Ads keyword). All user information is only used to assign the user to a user segment, so the individual user is reduced to the optimization-relevant parameters in the data management.
- The system then calculates the user segment and the website variation to be displayed for this segment and returns this in a JSON. The JSON is processed by the JavaScript snippet and the web page variant is displayed to the visitor.
- When jointly defined goals are reached (e.g. click on button, reaching the order confirmation page, etc.), the successful action is reported to the system via a tracking call in order to learn which variants perform well for which target groups. An anonymous ID of the target achieved is transmitted here, which also does not contain any personal data.
https
The code snippet for the integration fulfills HTTPS as a security standard.
Data storage and IT security
Every Adtelligence customer receives self-contained data storage in the Adtelligence data center. All servers are located in Germany and offer the latest security certificates, which can be provided on request. No data from two customers is mixed together and no customer has access to data from other customers.
- ISO 27001 certification of the data center
- All servers offer the latest security certificates
- Efficient monitoring solutions to ensure compliance with security guidelines
- Protection of database queries against SQL injection using prepared statements
- Server protection using the latest firewall and IDS technologies
- Rights/role concepts at application level
- Regular internal and external training for Adtelligence staff on data protection and IT security
Service Level Agreement
Service level agreement: 99.5% uptime guaranteed as standard, increase to 99.9% possible on request
Content
After determining the target group, the Adtelligence Platform plays out a variation of the website that delivers good results for this target group. Such variations usually consist of modified layouts and content. Instead of creating a new HTML page, the existing page is modified. The content to be used is provided by Adtelligence customers. If it is text, this is transferred to the new variations. Image files or other content such as css files or scripts can either be uploaded to the system and used from there, or stored on the customer’s server. In the latter case, the content is referenced and used directly from the customer’s server and is subject to the customer’s security regulations.
Privacy policy for the website
A text proposal will be made available to you in a separate document on request.