The guide "Sovereign Handling of Data Products" supports companies and their data scientists in analyzing their own data and evaluating it in the context of a data strategy.
For example, it explains the differences between first-, second-, and third-party data and its use in programmatic advertising. In addition, different types of targeting are explained (profile-based, usage-based and environment-based targeting).
"We see the guide as a basic work for all companies that want to use their own data in a data protection-compliant manner, for example to improve products or to target customers more precisely."
says Siamac Rahnavard, Head of Data Products at BVDW.
The BVDW's data experts have also examined the American IAB Tech Lab's data label from a European perspective, particularly in light of the fact that the basic understanding of meaningful and permissible handling of data in the USA, for example, but also in Asia, is significantly different than in the EU.
New or modified evaluation criteria have emerged, which also take into account the differences between individual types of targeting.