Combined with the data usage and control primer from IAB U.S., the newly released “IAB Austria Whitepaper: Data in Austria” categorizes different data types and gives examples of applications and recommendations for the proper handling of data. Data plays an essential role in identifying target groups, and targeting people at the right time, but the use of data raises some new important issues: What information can I use? Where can I get the relevant data? And how can I best use data?
The whitepaper, created by the IAB Austria data workgroup Data Segments & Techniques Lexicon and headed by IAB Austria board member, Eugen Schmidt, answers these questions and represents a first major step toward “data driven advertising.”
Read “Data In Austria” (in German)