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| 1st party data | , : , , : e-mail, display, video, mobile . CRM- . E-mail , – . , . , , , , . |
| 2nd party data | digital . second-party data, (first-party data) . , , ; CRM ( ). |
| 3rd party data | , , . . , , , -, . - third-party data. |
| Demand-side platform (DSP) | () . , , -, . |
| Device ID | . |
| IDFA | , , . Apple (IDFA) iOS . |
| Look-alike (LaL) | . ( , , ) , 1st, 2nd 3rd party () . |
| MAC- | , (, ) ( . media access control, MAC). |
| Match rate | ( / ). |
| Offline data | , - (CRM, , -), , : , , e-mail, . . ., . . - . |
| Online data | , - (DMP, DSP, SSP), , : cookie, device ID . |
| Programmatic | , - , . |
| . |
| / | , (, , lifestyle . .). |
| / | , : , , , . . |
| -. |
| , . , , , – / « ». |
| (cookies) | , - -. , . |
| : , (, , ). , , . . |
| , (. . ., ) . |
| (DMP) | , , (1st, 2nd, 3rd), () . DMP . , . DMP DSP, SSP, CRM (), CMS ( ), DCO ( ), (Ad Server). |
| , . : , , . . |
| / | , , . |
| , , . : , ( ) – Raw Data Suppliers, , – Processed Data Suppliers. , , , . (, , ). |
| , , , - . |
| , , , B2C- . . |
| / | , (, - . .). |
| (, . .). |