Essentially, advertisers want to reach their target groups. Strictly speaking, people with the same characteristics and characteristics should be grouped together in so-called target group segments and made available for advertising.

A target group is therefore a list of digital keys (identities) of people who are the same in terms of the combination of target group characteristics and characteristic values. To illustrate: The target group "Female, 30-35 years" has a list of digital identities attached to it that have the characteristic "Female" in the target group characteristic "Biological gender" and the characteristic "Age group" or "Age in years" with the characteristic(s) "30-35" or "30, 31, 32, 33, 34, 35".

For reasons of efficiency and effectiveness, both the advertiser and the advertising space provider naturally want to be able to control the number of ad impressions and their progression over time. This also requires "user identification" and a "memory" that can count and control the advertising media contacts. The economic efficiency of online marketing depends on this,

a) to recognize the user when using the portal, service and app

b) to link a profile of its characteristics and characteristics to the user identity. These are, for example, socio-demographics, interests, affinities

c) to integrate a counter with campaign-specific advertising media contacts into the user identity.

Term explained by: Christian Rakowski, Senior Data Analyst at Goldbach Digital Services.

Essentially, advertisers want to reach their target groups. Strictly speaking, people with the same characteristics and characteristics should be grouped together in so-called target group segments and made available for advertising.

A target group is therefore a list of digital keys (identities) of people who are the same in terms of the combination of target group characteristics and characteristic values. To illustrate: The target group "Female, 30-35 years" has a list of digital identities attached to it that have the characteristic "Female" in the target group characteristic "Biological gender" and the characteristic "Age group" or "Age in years" with the characteristic(s) "30-35" or "30, 31, 32, 33, 34, 35".

For reasons of efficiency and effectiveness, both the advertiser and the advertising space provider naturally want to be able to control the number of ad impressions and their progression over time. This also requires "user identification" and a "memory" that can count and control the advertising media contacts. The economic efficiency of online marketing depends on this,

• a) to recognize the user when using the portal, service and app
• b) to link a profile of its characteristics and characteristics to the user identity. These are, for example, socio-demographics, interests, affinities
• c) to integrate a counter with campaign-specific advertising media contacts into the user identity.

Term explained by: Christian RakowskiSenior Data Analyst at Goldbach Digital Services.