<s>
In	O
connection-oriented	B-Protocol
communication	I-Protocol
,	O
a	O
data	B-General_Concept
stream	I-General_Concept
is	O
the	O
transmission	O
of	O
a	O
sequence	O
of	O
digitally	O
encoded	O
signals	O
to	O
convey	O
information	O
.	O
</s>
<s>
Typically	O
,	O
the	O
transmitted	O
symbols	O
are	O
grouped	O
into	O
a	O
series	O
of	O
packets	B-Protocol
.	O
</s>
<s>
Anything	O
transmitted	O
over	O
the	O
Internet	O
is	O
transmitted	O
as	O
a	O
data	B-General_Concept
stream	I-General_Concept
.	O
</s>
<s>
Using	O
a	O
mobile	O
phone	O
to	O
have	O
a	O
conversation	O
transmits	O
the	O
sound	O
as	O
a	O
data	B-General_Concept
stream	I-General_Concept
.	O
</s>
<s>
In	O
a	O
formal	O
way	O
,	O
a	O
data	B-General_Concept
stream	I-General_Concept
is	O
any	O
ordered	O
pair	O
where	O
:	O
</s>
<s>
Data	B-General_Concept
Stream	I-General_Concept
contains	O
different	O
sets	O
of	O
data	O
,	O
that	O
depend	O
on	O
the	O
chosen	O
data	O
format	O
.	O
</s>
<s>
Attributes	O
–	O
each	O
attribute	O
of	O
the	O
data	B-General_Concept
stream	I-General_Concept
represents	O
a	O
certain	O
type	O
of	O
data	O
,	O
e.g.	O
</s>
<s>
segment	O
/	O
data	B-Application
point	I-Application
ID	O
,	O
timestamp	O
,	O
geodata	O
.	O
</s>
<s>
There	O
are	O
various	O
areas	O
where	O
data	B-General_Concept
streams	I-General_Concept
are	O
used	O
:	O
</s>
<s>
Fraud	O
detection	O
&	O
scoring	O
–	O
raw	O
data	O
is	O
used	O
as	O
source	O
data	O
for	O
an	O
anti-fraud	O
algorithm	O
(	O
data	B-Application
analysis	I-Application
techniques	I-Application
for	I-Application
fraud	I-Application
detection	I-Application
)	O
.	O
</s>
<s>
For	O
example	O
,	O
timestamps	O
,	O
cookie	O
occurrences	O
or	O
analysis	O
of	O
data	B-Application
points	I-Application
are	O
used	O
within	O
the	O
scoring	O
system	O
to	O
detect	O
fraud	O
or	O
to	O
make	O
sure	O
that	O
a	O
message	O
receiver	O
is	O
not	O
a	O
bot	O
(	O
so-called	O
Non-Human	O
Traffic	O
)	O
.	O
</s>
<s>
Artificial	B-Application
intelligence	I-Application
–	O
raw	O
data	O
is	O
treated	O
like	O
a	O
train	O
set	O
and	O
a	O
test	O
set	O
during	O
AI	B-Application
and	O
machine	O
learning	O
algorithms	O
building	O
.	O
</s>
<s>
Raw	O
data	O
is	O
used	O
for	O
profiling	O
and	O
personalization	O
to	O
customize	O
user	O
profiles	O
and	O
divide	O
them	O
for	O
segmentation	O
,	O
e.g.	O
,	O
per	O
gender	O
or	O
location	O
(	O
based	O
on	O
data	B-Application
point	I-Application
)	O
.	O
</s>
<s>
Business	B-General_Concept
intelligence	I-General_Concept
–	O
raw	O
data	O
is	O
a	O
source	O
of	O
information	O
for	O
BI	O
systems	O
,	O
used	O
for	O
enriching	O
user	O
profiles	O
with	O
detailed	O
information	O
about	O
them	O
,	O
e.g.	O
,	O
purchase	O
path	O
or	O
geodata	O
.	O
</s>
<s>
Core	O
integrations	O
with	O
data	B-General_Concept
streams	I-General_Concept
are	O
:	O
</s>
<s>
Data	B-General_Concept
streams	I-General_Concept
are	O
integrated	O
with	O
systems	O
such	O
as	O
customer	O
data	O
platform	O
(	O
CDP	O
)	O
,	O
customer	O
relationship	O
management	O
(	O
CRM	O
)	O
or	O
data	B-Application
management	I-Application
platform	I-Application
(	O
DMP	O
)	O
to	O
enrich	O
users	O
 '	O
profiles	O
with	O
external	O
data	O
.	O
</s>
<s>
Data	B-General_Concept
streams	I-General_Concept
are	O
used	O
to	O
enrich	O
business	B-General_Concept
intelligence	I-General_Concept
systems	I-General_Concept
and	O
make	O
analysis	O
more	O
precise	O
and	O
conclusions	O
more	O
accurate	O
.	O
</s>
<s>
In	O
the	O
case	O
of	O
content	B-Protocol
management	I-Protocol
system	I-Protocol
(	O
CMS	O
)	O
integration	O
,	O
Data	B-General_Concept
Stream	I-General_Concept
is	O
used	O
to	O
identify	O
the	O
users	O
and	O
personalize	O
their	O
visit	O
,	O
even	O
if	O
it	O
's	O
their	O
first	O
one	O
.	O
</s>
<s>
Data	B-General_Concept
streams	I-General_Concept
are	O
integrated	O
with	O
demand	O
side	O
platform	O
(	O
DSP	O
)	O
within	O
programmatic	O
advertising	O
ecosystem	O
.	O
</s>
<s>
Data	B-General_Concept
streams	I-General_Concept
are	O
used	O
to	O
choose	O
respective	O
user	O
segments	O
(	O
e.g.	O
,	O
people	O
interested	O
in	O
the	O
automotive	O
industry	O
)	O
and	O
use	O
them	O
in	O
an	O
online	O
campaign	O
.	O
</s>
<s>
Segments	O
are	O
enriched	O
with	O
more	O
user	O
characteristics	O
out	O
of	O
data	B-General_Concept
stream	I-General_Concept
and	O
then	O
sent	O
to	O
DSP	O
.	O
</s>
<s>
In	O
a	O
data	B-General_Concept
stream	I-General_Concept
it	O
is	O
visible	O
what	O
device	O
has	O
been	O
used	O
by	O
the	O
user	O
side	O
–	O
it	O
is	O
visible	O
on	O
user	B-Protocol
agent	I-Protocol
:	O
</s>
<s>
A	O
data	B-Application
point	I-Application
is	O
a	O
tag	O
that	O
collects	O
information	O
about	O
a	O
certain	O
action	O
,	O
performed	O
by	O
a	O
user	O
on	O
a	O
website	O
.	O
</s>
<s>
Data	B-Application
points	I-Application
exists	O
in	O
two	O
types	O
,	O
the	O
values	O
of	O
which	O
are	O
used	O
to	O
create	O
appropriate	O
audiences	O
.	O
</s>
<s>
Segment	O
is	O
a	O
logical	O
statement	O
,	O
built	O
on	O
specific	O
Data	B-Application
Points	I-Application
using	O
AND	O
,	O
OR	O
or	O
NOT	O
operators	O
.	O
</s>
<s>
Hybrid	O
data	O
–	O
raw	O
data	O
out	O
of	O
both	O
Data	B-Application
Point	I-Application
and	O
Segment	O
data	O
formats	O
.	O
</s>
<s>
There	O
are	O
two	O
types	O
of	O
user	O
data	O
available	O
in	O
data	B-General_Concept
stream	I-General_Concept
:	O
</s>
<s>
Examples	O
of	O
PII	O
are	O
:	O
insurance	O
ID	O
,	O
email	O
address	O
,	O
phone	O
number	O
,	O
IP	B-Protocol
address	I-Protocol
,	O
geolocation	O
,	O
biometric	O
data	O
.	O
</s>
