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A Profile, also referred to as User Profile, is the digital representation of the identity of a user. It contains a collection of settings and information associated with the user and the device he is using.

User profiles are becoming increasingly important in the context of mobile and digital advertising as they enable advertisers to serve personalized ads to their existing or potential customers. In order to create specific user profiles companies require a database containing all relevant user data. The data can be used for the placement of ads by using different tracking technologies such as