Data Choice

Architecture

1.Terminology

Data Management Platform (DMP) – is a system used by digital advertising buyers and publishers to store and manage audience data.

Demand-Side Platform (DSP) – is a system that allows buyers of digital advertising inventory to manage multiple ad exchanges and data exchange accounts through one interface.

Data Audience Platform (DAP) – is a DMP that collects segmented audience profile data in the Blockchain and identifies segments for the DSP.

AD Exchange (EX) – is a sales channel between DSP’s and SSP’s. This is a technology platform that facilitates automated auction-based pricing and buying in real-time.

EX-Pixel – is a tracking pixel that is loaded when a user visits a website and is used by AD Exchange to identify visitor ad place on web page.

EX-User-ID – is a unique parameter that is generated by the AD Exchange for each visitor.

EX-Name – is a unique parameter that identify AD Exchange.

Pixel-ID – is a unique user identification hash that is generated by DAP for each user.

Cookie-Syncing – is a process that do mapping user cookies from AD Exchange to DAP.

2.Data Audience Platform (DAP) Structure

DAP contains main structural modules:

• Data Management Platform (DMP)
• Blockchain (Hyperledger)
• Data Choice Token – DCT (Ethereum ERC20)
• Cookie-Syncing (Mapping cookies)

2.1. Data Management Platform (DMP)

DMP provides a web interface for users and API communication channels for the Demand- Side Platforms and Cookie Syncing. DMP works with anonymized user data that is stored in the blockchain network.

DMP communicates with:

• Users: DMP provides a Web Application where the users can register and enter their profile data. DMP generates a main unique identifier for each user: Pixel-ID.

DMP stores Pixel-ID in user browser cookies

• KYC provider: DMP sends requests to the KYC provider for user data verification
• Blockchain: DMP stores anonymized user data into Blockchain for each Pixel-ID. DMP can get segments for the Pixel-ID’s from blockchain. Please see segmentation process description below in the section “Blockchain”.
• Cookie-Syncing: DMP gets requests from Cookie-Syncing. Cookie-Syncing does mapping user cookies and sends Pixel-ID, EX-User-ID, EX-Name to the DMP. Please see more details below in section “Cookie Syncing”.
• DSP’s: DMP provides segment collections to the DSP’s. DMP gets requests from DSP’s about segment relations for user (EX-User-ID / EX-Name). DMP gets the request data (EX-User-ID, EX-Name, Segment) from DSP. DMP analyses and compares DSP request with the stored Pixel-ID data. DMP returns YES if the user relates to a Segment. DMP returns NO if user doesn’t relate to a Segment. Please see more details below in section “Description DAP process”