With CONSENTRIC address matching technology, identified customers of address matching partners are marked with a CONSENTRIC cookie and assigned to the correct microcell by means of a code. If a user who is marked in this way visits an advertiser’s web pages, and if the user is in the relevant target group (e.g. a visitor who has shown an interest in a particular product but has not yet bought it), the user is recognized from the CONSENTRIC cookie without the need to use any personal data.
For address matching, the address matching partner sends the identified customer’s street, house number and postal code, together with a job processing code, to Deutsche Post Dialog Solutions GmbH (DPDS), the appointed service provider. In the subsequent address data screening stage, the supplied address data is pinpointed in its corresponding microcell. The microcell is a geographical reference unit containing at least 5 households (6.6 households on average), meaning that no inferences can be made about individuals. The underlying microdialog database is managed by Deutsche Post Direkt GmbH (DP Direkt) and does not contain any personal data or data that can be traced back to individuals, meaning that when the microcell is created, there is no possibility that data can be traced back to individuals.
The result is a microcell ID, which is linked to a random value generated from the address data supplied by the address matching partner. In order to mark the customer, the CONSENTRIC cookie with the code is placed in the customer’s browser. This code can only be used to assign the device used by the customer to a microcell. No other user behavior data is processed.
In a subsequent process, the code can be used again to assign a user who has been marked in this way, and who later visits an advertiser’s web pages with a tracking pixel, to the relevant microcell.