FREQUENTLY ASKED QUESTIONS

Tracking

The process of capturing data in the online industry happens through cookies. The paradox is that cookies decay very rapidly and are not useful for user analysis. Cookies deletion is constantly increasing and 45% of cookies tracked during a campaign does not reflect unique users. This is why it is almost impossible to know the users that browse your media. As fingerprinting has a longer life-cycle it ensures much more data point for an accurate profile qualification.

The fingerprinting technology developed by Myntelligence allows the non-invasive identification of the user that surfs the web, without the need of dropping a cookie in his/her browser. Each time a user opens a web page integrated with Myntelligence technology (e.g. a website where a client’s advertising banner is placed), Myntelligence platform detects the characteristics of the relative device and identifies it as unique. The parameters considered “valid” are given statistical importance on the basis of the chance they have of being modified by the user. Some parameters cannot be changed by the user; although those parameters will guarantee their maximum time duration, they can also have high entropy value, meaning that they are not able to generate many differences amongst devices of the same type (e.g. the manufacturer of the device which is of course not modifiable by the user), therefore creating many “false positives”. Other parameters, although modifiable by the user (knowingly or not), have very low entropy value, as they are not frequently changed, and if they are, they always subject to the same modifications. The importance given to those parameters constitutes the Myntelligence fingerprinting algorithm, which calculates and selects only a few parameters with very low entropy value to uniquely identify a device, with a precision margin of above 90% of the analysed cases. Once the parameters are analysed, Myntelligence technology gives back an alphanumeric value attributed to the device (so called “User ID”) as an output. Every time the user navigates a web page, the JavaScript picks up the parameters and the fingerprinting algorithm reproduces the analysis elaborating the User ID. If the device had already been analysed and recognised in the past, all the content information of the web page is associated to the User ID, starting to build a footprint relative to the user utilising the device.

Assuming that two devices are brand news, after a few hours of utilization of the device from two different people, Myntelligence technology can already determine and assigned two different IDs. However, when a new device ID is set for the first time, Myntelligence uses also a cookie as a second verification criteria.

There are more than 40 parameters that are weighted sand balance in order to assign a unique ID to a device, such as screen resolution, operating system, the manufacturer, plugins installed, etc…

Myntelligence fingerprinting technology collects public parameters of a customers' device such operating system, fonts, web browser, device name, screen resolution, and many other parameters and associate such information’s into a single string with the purpose of device identification. The combinations of such information allow Myntelligence to be certain till 90% for what it concerns device identification.

For big companies with a structured IT department, it is not implicit that each device is identical to another. The device usage implies automatically some user configurations (either willingly or not). Hence whether it is one single home device or a multiple set of large companies purchased device, the fingerprint algorithm would differentiate by the usage of the device. Furthermore, we do not take into consideration as a parameter the IP address of the connection as it is very misleading in such organization (having all the same IP address).

Myntelligence uses occasionally the cookie technology for second verification purposes.

Based on several usage parameters. Often the same device is used by different profiles (typical is the home computer of a family of four). Our qualification algorithm is able to identify different users by machine through the observation of the navigation patterns and the time of navigation.

We do not offer cross-device analysis as we believe that only few applications can do that (Facebook, Google) however the main source of cross-device identification is our client! In fact most of our client have both a web login page and a mobile application. By integrating with their CRM we are able to associate to the same user, multiple devices.

Myntelligence fingerprinting technology store the user tracking ID within its server and do not install any software on the customers’ devices or browser. Every time the device is visualized again through a browser then the User ID is calculated again and if it matches a previous record, then it is associated within Myntelligence Data Warehouse. The information is stored within Myntelligence DMP (data management platform) and is available at any time to the client. In case a user just updated his browser or O.S. His fingerprint, will it be the same? If not, how can we know it is the same visualisation with a new browser version? Our fingerprint technique is not impacted by Browser version changing nor OS upgrading so we see the same user again.

Think of social media: if a user logged in on a tablet and on a laptop, does it count as two different users? If the user is present in your CRM, the first time we will log in inside your portals Myntelligence will keep track that the user is the owner of the PC (with his Unique User ID) and a Tablet (with his Unique User ID) and will track him/her as same user.

The identification is immediate - at first impression we generate the unique ID. What could change is that more users are using the same desktop (quite rarely the mobile, sometime the Tablet). How long it takes to identify whether there are multiple users on the same device depends how many times we see the same device in a specific period of time (i.e. the more campaign you manage through Myntelligence the more devices will be exposed to fingerprinting).

Imagine you are using cookies - it is the same thing - the only difference is that if a user deletes the cookies we still keep track of him/her.

What action is the kick start of the tracking? An access to my website? The tracking script is generated by accessing to Myntelligence platform. Once this is done you can easily integrate it on our customer webpage. When a user visits the webpage (or any webpage where your advertising is displayed) the tracking system generates the unique ID of the user.

When a user proceeds with the Social Log-in or Social Sign-in we are able to “fingerprint” the device and associate such device to the Social ID - which is provided to the application who enable the Social-Log-in (e.g. a section on your site). Once we pair the Fingerprint User-ID with the Social ID of the user then we interrogate Facebook or Twitter API in order to collect all information that the user has agreed to provide to the application and associate such information to the Fingerprint User-ID.

This is not a problem. You can create some social login pages on you website to connect with your social audiences. Through that, we will be able to connect the unique ID of the user to the Social ID and extract from social API the information on the user.

Data

Myntelligence provides you users data on age, gender, vertical preference and purchasing intent. You can use these data to creates segments of similar users.

These data are generated thanks to the users that have been exposed to the tracking technology embedded on each creativity of any Adv campaign run on MYN platform or with the tracking script that can be easily added on the code of the webpages of your domains.

You can start collecting data on your own domain with the free license, but you will get only socio demo information of your own media.

Personal information about your customer are never stored or shared. Myntelligence only shared anonymous information of age and gender with other clients. This is used for example when you are looking for lookalike users while you are creating you’re Adv campaign.

Myntelligence provides the access to the data marketplace where you can buy a user segments with specific characteristics such as age, gender, purchasing preference, etc

You can sell your user’s segments inside Myntelligence Marketplace. You can assigned the price you want to sell a segment and also the industry or specific company you may want or not sell your segments to.

Data are collected from the ADV campaign run with Myntelligence platform and trough your domains where the tracking script has been insert.

With the free license you can collect a very limited set of data: age and gender.

All the data collected belongs to you.

Yes, once the data generated with Myntelligence are synced with your CRM, you gain many valuable information about your customer behaviors that can be used for instance for email marketing campaign.

No because this against consumer privacy law. Myntelligence can provide a batch of users with similar behavior.

You can track your clients if they are exposed to one of your ADV campaign on a publisher site or on your domains where Myntelligence tracking script is present.

We can develop a two ways information sharing (from the CRM to Myntelligence - this is the first step - and from Myntelligence to the CRM). It’s an ad hoc project that requires some change also in your CRM but it’s fairly easy. Myntelligence would allow to enrich Customers CRM with socio-behavioral information’s, navigation footprint, vertical preferences and purchase intent.

The integration with customers CRM is very easy and the need of data is even lighter. When user log-in any of your secure page, the tracking will send to your CRM a re-direct url with the Unique ID, then you can (offline or online) pass back to your account on Myntelligence the following data age, gender and your “custom attribute” (e.g. phone plan or whatever service you like). This will allow Myntelligence to produce lookalike segments.

Privacy

Since we use data protection-friendly technology and a sophisticated anonymization system: We do not know their name and last name. We do not know their postal address, email. We don’t make a connection to their users as an individual. You can find more information about our privacy policy on the dedicated section of our website www.myntelligence.com/privacy-page/

In order to be privacy compliant you have to specify on the privacy information bar that users visualize when the land on one of your pages that your websites, besides cookies uses also other form of tracking.

In the privacy page of your website a special section has to be dedicated offering users that whish, to be opted out.

Buying Advertising

Myntelligence Users ID are synched with main DMPs and DSP users ID (each of these platform have unique users IDs to synch up with the different cookie cluster provided by third party data provider). Most of the people think that the logic of synch is the cookie itself but in reality is a unique ID that each platform maintains. The challenge is that with cookies the duration of a match between the user and the platform IDs is very short - by using fingerprinting technology we have solved this problem.

Platform implementation

1. Access to Myntelligence platform (user name & password) 2. Setup of the Myntelligence account (in the platform) and generate the tracking code. 3. Integrate the tracking code on your media (website) 4. CRM synch. We start synching with your CRM data. That’s all to start.

I would like to map what kind of effort is necessary so I can involve the other areas/departments that should have an impact with the project to also analyze it. 1. Access: 0 time. 2. Setup: It largely depends on how many pages you want to track but it’s a matter of few steps on the platform. 3. Integrate: This depends on how quickly your web-management team is. The effort is very short, it’s like setting up google analytics on a page. 4. CRM synch: This depends on how is your CRM structured and, if you don’t have a structured one, where the users-logins details are stored and how to synch with that. Usually CRM team and IT team is involved in this integration but it does not take more that two man weeks.