Data assimilationData assimilation is a mathematical discipline that seeks to optimally combine theory (usually in the form of a numerical model) with observations. There may be a number of different goals sought – for example, to determine the optimal state estimate of a system, to determine initial conditions for a numerical forecast model, to interpolate sparse observation data using (e.g. physical) knowledge of the system being observed, to set numerical parameters based on training a model from observed data.
Web trackingWeb tracking is the practice by which operators of websites and third parties collect, store and share information about visitors’ activities on the World Wide Web. Analysis of a user's behaviour may be used to provide content that enables the operator to infer their preferences and may be of interest to various parties, such as advertisers. Web tracking can be part of visitor management. The uses of web tracking include the following: Advertising companies actively collect information about users and make profiles that are used to individualize advertisements.
Targeted advertisingTargeted advertising is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting. These traits can either be demographic with a focus on race, economic status, sex, age, generation, level of education, income level, and employment, or psychographic focused on the consumer values, personality, attitude, opinion, lifestyle and interest.
