Relax – Microsoft Gatineau Demographic information is well protected

Finally Microsoft is officially providing information about how they track, process and manipulate Demographic data for the Microsoft Gatineau Demographics report (view white paper here). Thanks Ian for this information!

Demographic information at Gatineau

The process is as follows:

1- Once a new user register to Windows Live or MSN a LiveID and an ANID (Anonymous ID)are generated simultaneously.

2- The ANID is derived by applying a one-way cryptographic hash function to the LiveID. A one-way cryptographic hash function ensures that there is no practical way of deriving the original value from the resulting hash value

6 comments

  1. Thanks for your comment Tanguillo! As soon as I get my beta Iยดll be reviewing it in detail, probably we can get more information about it. Anyways I see you have a well defined point of view regarding Microsoft ๐Ÿ™‚

  2. Hi Andy, do you mean an API? If so I’m positive about it but not sure if they are offering this feature with the beta version. The Beta version was thought as a very basic version, but apparently Ian and his team become very enthusiast about the project and wanted to launch most of its features with this first version. For example the demographic information was planned from the beginning not to be launched with the beta version.
    I hope this helps, if not feel free to drop me another comment.

  3. You are right Andy, unfortunately the information about the beta is, apparently, very restricted and I don’t know anyone that has already invited to the beta version ๐Ÿ™
    It’s also important to mention that I’ve been told from someone from yahoo that they are also planning to develop (or buy, same thing ๐Ÿ˜‰ ) an analytics tool. Gatineau and the one from Yahoo (along with GA) will generate a very healthy competition in the Free Web Analytics providers market, and I’m sure that integration will be one of the features that will generate more competence between them.
    Remember that there are very smart people behind those tools, all very focused on Analytics 2.0. Google with Avinash (http://www.kaushik.net/avinash/), and Gatineau with Ian (www.liesdamnedlies.com/) (off course that there are another smart people behind those tools).

    You can get more information about Gatineau in the Gatineau official Forum at http://forums.microsoft.com/AdCenter/ShowForum.aspx?ForumID=1833&SiteID=44 where Brian will be very kind to answer all your questions (but keep visiting Analytics 2.0!!!)

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