This privacy policy is applicable to the processing of personal data that 152 MEDIA LLC makes within its website and/or any other digital platform. Furthermore, this privacy policy applies to the data processing from clients and/or third parties related to 152 MEDIA LLC.
We have divided our privacy notice in two chapters. The first refers to PII treatments regarding the Header Bidding service we offer. The second one regards the PII treatment our company does directly when dealing with clients, partners and/or providers.
Our information.
152 MEDIA LLC provided with VAT number * has its address at Birmingham (Alabama), 3710 Redmont Road, U.S. The address of its representative within the E.U. is Plaza Mestre Clave 2-4, Ent 2 (08901 Hospitalet de Llobregat), Barcelona, Spain.
The data subjects may contact the Data Protection Officer designated by the company to resolve any issue related to the processing of their personal data at the following email address: privacy@152media.com.
Privacy notice regarding our Header Bidding services:
The services offered by 152 MEDIA LLC empower web site owners (publishers) to link their ad space inventory with diverse and high-quality advertising demand sources, which engage in real-time competition.
When a user visits a web page, the server loads the page content, including the ad slots where advertisements can be displayed. The publisher’s website triggers the initialization of the header bidding process and bid requests are sent to multiple demand partners simultaneously through a real-time advertising platform.
Bid requests contain information about the ad inventory, such as ad placement, size, and other relevant details. They sometimes contain Personally Identifiable Information (PII) of the web visitor that has been collected through cookies and local storage mechanisms. The real-time advertising platform verifies that PII has been collected according to applicable law and is treated in compliance with data protection regulations. This data is processed and transferred in accordance with the highest standards of privacy and information security practices.
It’s important to note that 152 MEDIA LLC does not directly collect or process PII in this procedure. Collection is done by the website (publisher) and processing is done by our partner real-time advertising platforms.
We collaborate with diligent partners who are registered under the IAB Transparency and Consent Framework and adhere to all required technical and legal safety measures.
When publishers operate under the GDPR or in areas with similar privacy regulation standards, visitors’ consent is required for processing and sharing PII. The real-time advertising platform verifies that valid consent, in accordance with applicable regulations, has been provided by users for sharing PII; if not, no personal information is sent to bidders. In such cases, advertising selection proceeds without personal data, sharing only the ad’s contextual information. Advertisers can then bid based on this contextual information but do not receive any personal data or data inferred from processed PII.
Real-time advertising platforms, publishers and 152 Media LLC as an agency, each act as a separate data controller serving different purposes.
Categories of data:
PII collected in this process can be classified in the following categories:
Browsing and interaction data
IP address
Device ids
Device characteristics
Non-precise location data
User profile
Privacy choices.
Data that by itself identifies an individual “in the real world,” such as name, address, phone number, email address, or government identifier, is NOT collected or processed in this operation.
Purpose:
The mentioned data is used to improve and tailor the web page user´s advertising experience. It also provides advertisers information to make a more consistent bid assuring the highest profits for publishers through real- time advertising.
Purpose for this data processing can be defined as follows:
Interest-Based or Targeted Advertising: Using Platform Data and third party provided data to infer the web page visitor´s demographic characteristics, what he or she may be interested in, or other relevant traits. Ads are served based on this information.
These are some examples of how the ad experience is improved by the described mechanisms:
Frequency Capping: Limiting the number of times an ad is shown.
Showing Ads in Sequence: Showing ads in a particular order to provide a better user experience.
Geo-Targeting: Customizing ads shown based on your current or prior location.
Contextual Ads: Showing ads based on the content you are viewing.
Ad Measurement: Understanding how users respond to ads (e.g., clicking on the ad, visiting an advertiser’s website, and downloading an advertiser’s app).
Aggregated Statistics: Reporting aggregated statistics regarding, for example, the effectiveness of online advertising campaigns.
Cross-Device Mapping: Enabling Cross-Device Mapping (grouping the devices that are likely owned by an individual or household) in order to serve or measure advertising on related devices on behalf of our clients.
Retention
In the case of data provided for marketing or advertising purposes, these will be deleted once your consent is revoked.
We do not store data collected by our clients and processed by our partner platforms. In order to know their data retention periods you can check the privacy policies listed below.
Typically, PII is held for a maximum time of 90 days.
Data collection mechanisms:
Data is collected through the following mechanisms:
Cookies
Session storage
Local storage
In the link below there is a detailed description of cookies and similar technologies set by Xandrs platform, which we use as a data processor and real time advertising platform.
https://about.ads.microsoft.com/en-us/solutions/xandr/digital-platform-cookie-policy
Legal basis.
The legal basis for processing personal data used by publishers and real-time advertising platforms is consent and, under some jurisdictions, legitimate interest.
For those publishers operating under G.D.P.R., L.G.D.P., U.K., or any other country with similar privacy regulatory standards, the legal basis is the user’s consent.
Publishers use a Consent Management Platform to receive and inform consent provided by users. When consent has not been given according to applicable regulations PII is NOT collected or transferred to real time advertising platforms or advertisers.
Data sharing.
Data is transferred from publishers to real-time advertising bidding platforms and from there to advertisers. The latter receive pseudonymized and disaggregated data that they can not relate by themselves to any individual.
Information is encrypted when transferred in order to warrant privacy and to prevent leaks. The real time advertising platform uses pseudonymization throughout the processing to enforce privacy.
Requests from publishers for advertisers are normally served by data centers in that region. Typically, information is stored on the server closest to where the ad request originated. If the request came from within the E.U. the server in which data is stored is normally within the E.U..
International transfers of PII are done to countries with adequate privacy regulations and/or protected by standard contractual clauses.
Data may be transferred to the competent authorities, under current regulations.
The processors we work with.
The main real time advertising platform 152 MEDIA LLC works with is XANDR. Here is the direct link to their privacy policy:
Rights and protections.
The data subject may exercise the rights of access, rectification and/or deletion in case consent is withdrawn.
Data subjects may request the limitation of the processing of their data in accordance with applicable law.
We and our partners will retain only the data necessary for exercising or defending potential legal claims.
The data subject may contact 152 MEDIA to oppose any decision that may affect their rights or freedoms or legitimate interests when it is based on an automated decision (e.g. profiling).
Data subjects have the right to obtain a direct response from 152 MEDIA.
The data subject may request portability of their personal data from 152 MEDIA.
The rights may be exercised by writing to: privacy@152media.com
If you do not receive a response from 152 MEDIA or understand that it does not satisfy your requirements, we inform you that you have the right to file a claim with the data protection authority of your country.
IAB Europe Transparency and Consent Framework.
We are officially registered as a vendor in the IAB Europe Transparency and Consent Framework and we and our partners thoroughly comply with its regulations.
We strongly believe in providing dynamic transparency to our clients and internet users.
Changes to this policy.
We may from time to time change our practices with regard to information collected and used for our services. Changes will be reflected in this Privacy Statement. However, if we were to make material changes, those changes would not, without authorization, be applied to information collected prior to the changes.
Privacy notice regarding our company:
We only collect PII through our website form and directly sent to us by clients, potential clients, partners and potential partners.
Data can be classified as: Name, ID, email, phone number, working adress.
This information is used for fulfilling contracts with publishers and partners.
Data will be kept for the time necessary to fulfill the purpose for which it was requested. Once the order is completed, it will be destroyed within a period of (5) years or less, as this is the maximum limitation period.
The data subject may exercise the rights of access, rectification and/or deletion in case the contract has ended and the legal period for retention has concluded.
Data subjects may request the limitation of the processing of their data in accordance with applicable regulations. We will retain only the data necessary for exercising or defending potential legal claims.
The data subject may contact 152 MEDIA to oppose any decision that may affect their rights or freedoms or legitimate interests when it is based on an automated decision (e.g. profiling).
You have the right to obtain a direct response from 152 MEDIA.
The data subject may request portability of their personal data from 152 MEDIA.
The rights may be exercised by writing to: privacy@152media.com
The Legal Representative of the Company designated in the E.U. can be found at: Plaza Mestre Clave 2-4, Ent 2 (08901 Hospitalet de Llobregat), Barcelona, Spain.
If you do not receive a response from 152 MEDIA or understand that it does not satisfy your requirements, we inform you that you have the right to file a claim with the data protection authority of your country.