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Private Advertising Terminology

The following advertising-related terms build on the common core terms defined in Terminology.

advertising-layer

Interest Aggregator

A service used by one or more service providers on the Mee Data Network. The interest aggregator combines raw user attribute data collected by these service providers, anonymizes it, and uses it to infer a interests that are transmitted to and stored in the interest service. An interest aggregator doesn’t persist user data although in performance-critical scenarios it cache temporary.

Interest Service

A service that stores interests. These interests are never shared/sold with any other entity. The interest service’s database of interests can be queried by advertisers to return the number of matching (non-identified) profiles within a defined target audience profile. The interests stored in this service sourced from interest aggregators and from interests inferred by the user’s Mee Extension.

Interests

A dataset describing the interests and demographics of a Mee user described using the IAB SDA taxonomy.

Mee Extension

A browser extension with the following functionality:

  • Automatically opts the user out of their data being shared/sold by websites
  • Based on the user’s browsing history, the extension generates a set of interests that are saved to a Mee interest service
  • Mee uses these interests to assign the user anonymously to a group(s) of people with similar interests, but never shares them with any other company
  • Mee-authorized ad networks tailor the ads the user sees based on the group(s) they are in

Target Audience

A cohort of Mee users to which an advertiser would like to advertise.