Standard product data processing activities and controller purposes are described below. Custom client offerings may entail custom data flows, which are described in Custom Solution Documents.

 

 

 

PRODUCT PERSONAL DATA
TYPE(S)		 CLIENT DATA
Includes the following, excluding any MediaMath Data contained
in the Personal Data type		 PROCESSING
ACTIVITIES		 MEDIAMATH
CONTROLLER PURPOSES
In addition to the purposes listed below, MediaMath may
also use Client Data for the following common purposes: Billing, fraud
detection and prevention, security purposes, technical support		 MEDIAMATH DATA CLIENT
CONTROLLER PURPOSES
For the purposes of receiving the Services for each product as well as
specific purposes listed below
DSP
Open Auction and Curated Market (RTB Impressions) and Private
Marketplace		 • Pixel Data
• Bid Request Data
• Impression Data
• Client Segments
• IP Address Segments
• MediaMath Audiences Segments
• Third-Party Segments		 • Pixel Data
• Impression Data
• Client Segments
• IP Address Segments		 • Facilitating client creation of strategies
• Enriching bid requests with additional information about the browser or
device (e.g. pixels or client segments for the UUID, associated cross-device
information, etc.).
• Determining which client strategies are eligible to bid on an impression
opportunity.
• Determining a bid price for each eligible strategy.
• Bidding on advertising impression opportunities.
• Delivering advertising to a browser or device.
• Frequency capping.
• Attributing conversions and other outcomes to specific advertising
campaigns and strategies.
• Generating and providing log-level data (impression logs).Where the client leverages IP targeting, the following activities also
apply:
• Facilitating client upload of IP addresses.
• Truncating IP addresses to three octets (e.g. 8.8.8.x).
• Facilitating client creation of strategies that target or anti-target IP
addresses.
• Automated processing and profiling based on personal
preferences, interests, behaviour or location		 • Setting and modifying a MediaMath cookie or generating a statistical ID.
Reading a mobile advertising identifier.
• Generating and storing aggregated statistics for use in Brain
Optimization.
• Fraud detection and prevention.		 • MediaMath Audiences Segments
• Third-Party Segments
• Bid Request Data
• MediaMath UUID
• ConnectedID
• Data derived from IP addresses and/or user agents		 No
additional purposes
External Media Tracking • Pixel Data • Pixel Data • Pixeling ads the client runs outside of T1.
• Collecting information about a browser or device.
• Automated processing and profiling based on personal
preferences, interests, behaviour or location		 • Fraud detection and prevention. • MediaMath UUID
• Connected ID		 No
additional purposes
Dynamic Creative Optimization •  Pixel Data for Dynamic Creative
Optimization		 •  Pixel Data for Dynamic Creative
Optimization		 •  Calling (via MediaMath pixel) the
third-party vendor at client discretion.
•  Transferring the Pixel Data for
Dynamic Creative Optimization to the vendor.
• Automated
processing and profiling based on personal preferences, interests, behaviour
or location		 No
additional purposes		 None No
additional purposes
Forecaster • Pixel Data
• Bid Request Data
• Impression Data
• Client Segments
• IP Address Segments
• MediaMath Audiences Segments
• Third-Party Segments		 • Pixel Data
• Impression Data
• Client Segments
• IP Address Segments		 • Generating and providing reports, such as the anticipated
number of bid opportunities matching the client’s targeting criteria.
• Automated processing and profiling based on personal preferences,
interests, behaviour or location		 No
additional purposes		 • MediaMath Audiences Segments
• Third-Party Segments
• Bid Request Data
• MediaMath UUID
• ConnectedID
• Data derived from IP addresses and/or user agents		 No
additional purposes
Viewability • Impression Viewability Data • Impression Viewability Data • Inserting third-party vendor tag into applicable creative, at the client’s
direction. Impression Viewability Data is collected directly by the
vendor.
• Generating and providing reports.		 No
additional purposes		 None No
additional purposes
Ad Server • Content Delivery Data • Content Delivery Data • Delivering creative assets to browsers or devices. • Fraud detection and prevention. None No
additional purposes
AdChoices • Impression Data for AdChoices • Impression Data for AdChoices • Inserting third-party vendor tag into applicable creative at client
discretion.
• Optimizing the format and language of the AdChoices icon.		 No
additional purposes		 None No
additional purposes
DMP
Standard Segments • Client Segments • Client Segments • Facilitating client creation of segments.
• Automated processing and profiling based on personal
preferences, interests, behaviour or location		 No
additional purposes		 • MediaMath UUID
• Connected ID		 Where
a client requests syndication or disclosure of Standard Segments to itself or
a third party
Adaptive Segments  • Pixel Data
• Impression Data
• Attributed Event Data
• Client Segments		 • Pixel Data
• Impression Data
• Attributed Event Data
• Client Segments		 • Facilitating client creation of segments.
• Automated processing and profiling based on personal
preferences, interests, behaviour or location		 No
additional purposes		 • MediaMath UUID
• Connected ID
• Data derived from IP addresses and/or user agents		 Where
a client requests syndication or disclosure of Adaptive Segments to itself or
a third party
Connected ID (Cross-Device Graph) • MediaMath UUID
• Hashed PII (based on Pixel Data, when provided by the client in the
mt_excl or mt_exem fields)
• Third-Party Cross-Device Graph Data		 • Hashed PII • Associating multiple browsers and devices with each other. • Development, management and commercialization of MediaMath’s cross-device
graph.		 • MediaMath UUID
• Connected ID
• Third-Party Cross-Device Graph Data		 Where
a client requests or receives access to or syndication or disclosure of
ConnectedID to itself or a third party
Data Onboarding from Browsers and  Mobile App Environments (Universal and
Mobile SDK)		 • Pixel Data • Pixel Data • Pixeling the client’s website(s)/mobile app(s)
• Collecting information about a browser or device.
• Automated processing and profiling based on personal
preferences, interests, behaviour or location		 • Setting/reading and modifying a MediaMath cookie, reading a mobile
advertising identifier, or generating a statistical ID.
• Associating multiple browsers and devices with each other when client
provides hashed PII in the mt_excl or mt_exem fields (ConnectedID).
• Fraud detection and prevention.		 • MediaMath UUID
• Connected ID
• Data derived from IP addresses and/or user agents		 No
additional purposes
Data Onboarding – Server-to-Server • Client Segments • Client Segments • Collecting information about a browser or device.
• Automated processing and profiling based on personal
preferences, interests, behaviour or location		 •
Fraud detection and prevention.		 • MediaMath UUID
• Connected ID		 No
additional purposes
Data Onboarding – Offline Data • Client Segments • Client Segments • Collecting information about a browser or device.
• Automated processing and profiling based on personal
preferences, interests, behaviour or location		 •
Fraud detection and prevention.		 • MediaMath UUID
• Connected ID		 No
additional purposes
Audiences
MediaMath Audiences • MediaMath Audiences Segments
• Pixel Data
• Impression Data
• Attributed Event Data
• Client Segments		 • Pixel Data
• Impression Data
• Attributed Event Data
• Client Segments		 • Creating custom Client Segments based on client-supplied seed data or other
data.
• Automated processing and profiling based on personal
preferences, interests, behaviour or location		 No
additional purposes		 • MM UUID
• ConnectedID
• MediaMath Audiences Segments		 Where
a client requests syndication or disclosure of Client Segments to itself or a
third party
Third-Party Data Partners • Third-Party Segments None N/A No
additional purposes		 • MM UUID
• ConnectedID
• Third-Party Segments		 No
additional purposes
Intelligence
Bid Optimization (“Brain”) • Pixel Data
• Bid Data
• Impression Data
• Attributed Event Data
• Client Segments
• IP Address Segments
• MediaMath Audiences Segments
• Third-Party Segments		 • Pixel Data
• Impression Data
• Attributed Event Data
• Client Segments
• IP Address Segments		 • Training bidding algorithm on campaign data.
• Determining the relative value of an impression opportunity and optimal
price to bid.
• Generating campaign-level Brain insights/ visualizations.

 No
additional purposes		 • MediaMath UUID
• ConnectedID
• Bid Data
• MediaMath Audiences Segments
• Third-Party Segments		 No
additional purposes
MediaMath Attribution • Pixel Data
• Impression Data
• Attributed Event Data		 • Pixel Data
• Impression Data
• Attributed Event Data		 • Aggregating and analyzing event and impression data to observe the number of
attributed conversions and associated revenue for a given campaign.		 No
additional purposes		 • MediaMath UUID
• ConnectedID		 No
additional purposes
Third-Party Attribution
When clients opt in to third-party Multi-Touch
Attribution for a given campaign, a data partner will receive all applicable
campaign logs (Pixel and Impression Data) and a subset of non-personal
campaign metadata. Clients are required to cookie sync with the data partner via a
sync pixel, so that the data partner can map the client’s Facebook logs (obtained by
the data partner independently) to MediaMath UUIDs for attribution.		 • Pixel Data
• Impression Data
• Attributed Event Data		 • Pixel Data
• Impression Data
• Attributed Event Data		 • Transferring data to a third-party vendor.
• Generating and providing reports.

 No
additional purposes		 • MediaMath UUID
• ConnectedID		 No
additional purposes
Reporting
Reporting
Including:
• MediaMath Reporting Module
• MediaMath Audiences Insights Reporting
• DMP Insights
• Modular Dashboard
• Custom Reports		 • Pixel Data
• Bid Data
• Impression Data
• Attributed Event Data
• Client Segments
• IP Address Segments
• MediaMath Audiences Segments
• Third-Party Segments		 • Pixel Data
• Impression Data
• Attributed Event Data
• Client Segments
• IP Address Segments		 • Generating and providing reports.

 No
additional purposes		 • MediaMath UUID
• ConnectedID
• Bid Data
• MediaMath Audiences Segments
• Third-Party Segments		 No
additional purposes
Other
Cookie Sync • Pixel Data for Cookie Sync
• Third-Party Partner IDs		 • Pixel Data for Cookie Sync • Calling (via MediaMath pixel) the third-party partners. Client may control
which syncs are initiated on their Digital Properties.
• Synchronizing MediaMath cookie ID with third-party partners.
• Automated processing and profiling based on personal
preferences, interests, behaviour or location		 No
additional purposes		 • MediaMath UUID
• ConnectedID
• Third-Party Partner IDs		 No
additional purposes
T1 Platform Access
Client User Accounts • Client User Account Data None N/A • Client User Account Data No
additional purposes

 

 

 

 

 

Client User Data
Client User Account Data MediaMath client user logins and contact information
Consumer Data
Data Type Personal Data Attributes
Pixel Data
MediaMath collects this data when you place MediaMath pixels on your
Digital Properties (e.g. websites or apps).		 Timestamp
Device info (may include device type, browser, operating system, installed
fonts, installed plugins, screen size, timezone, browser capabilities,
languages, and accept header)
MediaMath UUID (cookie ID, mobile advertising ID, or statistical ID,
including the device info that is used to generate it)
ConnectedID
User agent
Data derived from user agent:
  Brand name
  Model name
  Form factor
  Advertised device OS
  Advertised device OS version
  Advertised browser
  Advertised browser version
IP address
Data derived from IP address:
  Country
  Region
  DMA
  City
  ZIP Code
  Connection speed
  Connection type
  ISP
Referrer
Client-selected custom fields (may include
search query, product information, order ID, revenue and currency, payment
type and billing postal code, customer status, travel information, and dates)

Hashed PII
Pixel Data for Dynamic Creative Optimization
When you elect to use certain Dynamic Creative
Optimization services in MediaMath Platform, MediaMath provides this subset of Pixel Data to
a third-party service provider.		 Collected
by MediaMath and disclosed to DCO vendor:
• Optimization attributes (may include product category, product ID,
product, cart events, conversion, and other client-selected attributes)

Collected by Flashtalking:
• User agent
• IP address
Bid Request Data
MediaMath receives this data in bid requests from media inventory suppliers
(exchanges, SSPs, publishers, or other providers).		 Timestamp
MediaMath UUID (cookie ID, mobile advertising ID, or statistical ID,
including the device info that is used to generate it)
ConnectedID
User agent
Data derived from user agent:
  Brand name
  Model name
  Form factor
  Advertised device OS
  Advertised device OS version
  Advertised browser
  Advertised browser version
Device info (may include device type, browser, operating system, installed
fonts, installed plugins, screen size, timezone, browser capabilities,
languages, and accept header)
IP address
Fields derived by MediaMath from IP address:
  Country
  Region
  DMA
  City
  ZIP Code
  Connection speed
  Connection type
  ISP
Precise location data (e.g., lat/lon)
Page URL
Site category
Number of pages browsed
App ID
Click event
Video metrics
Impression Data
MediaMath generates this data when we win an impression
on your behalf. It includes elements from (and derived from) Bid Request
Data, campaign information, and bidding information.		 Timestamp
MediaMath UUID (cookie ID, mobile advertising ID, or statistical ID,
including the device info that is used to generate it)
ConnectedID
Country
Region
DMA
City
ZIP code
Connection speed
ISP
User agent
Device info (may include device type, browser,
operating system, installed fonts, installed plugins, screen size, timezone,
browser capabilities, languages, and accept header)
IP address
Page URL
Site category
Number of pages browsed
App ID
Click event
Video metrics
Impression Viewability Data
When you elect to use certain viewability services in
MediaMath Platform, a third-party service provider collects this data from the applicable
impressions.		 Collected by viewability vendor:

Mobile advertising ID
User agent
IP address
Browser features
Ad and page interaction
Ad expansion
Active/passive window
Mouse movement
Timing
Non-precise location
Browser or device language
App name
Publisher name
Video playback information
Audibility/volume information
Impression Data for AdChoices
When you use MediaMath Platform’s AdChoices service, a
third-party service provider collects this data to optimize the format and
language of the AdChoices icon.		 Collected
by vendor:
User agent
IP address
Pixel and Impression Data for Cookie Sync
MediaMath provides this data to third-party partners in
order to communicate intelligently with partners about the same device (e.g.,
to ensure that partners provide MediaMath UUIDs in Bid Request Data and
Third-Party Segments). The data may also be used to facilitate
client-initiated data export to select third parties such as DMPs.		 Collected
by Audience and Media Supply Partners:
MediaMath UUID (cookie ID)
User agent
IP address
Referrer (omitted by MediaMath JavaScript Pixels)
Client Segments
Segments ingested into MediaMath Platform on behalf of a Client, either
from the Client or from a third party, or created by MediaMath Audiences.		 MediaMath
UUID (cookie ID, mobile advertising ID, or statistical ID)
Segment name, reflecting an interest, in-market, demographic, location,
transaction, profession, etc.
MediaMath Audiences Segments
MediaMath segments made available to clients in MediaMath Platform.		 MediaMath
UUID (cookie ID, mobile advertising ID, or statistical ID)
Segment name, reflecting an interest, in-market, demographic, location,
transaction, profession, etc.
Third-Party Segments
Segments ingested on behalf of MediaMath from third
parties and made available to clients in MediaMath Platform.		 MediaMath
UUID (cookie ID, mobile advertising ID, or statistical ID)
Segment name, reflecting an interest, in-market, demographic, location,
transaction, profession, etc.
Content Delivery
When you elect to use MediaMath Platform’s Ad Server,
third-party content delivery providers collect this data as a part of
delivering creative assets.		 Collected
by third-party content delivery providers:

Timestamp
IP address
User agent
Page URL
Page activity data
City-level location
Telemetry data (may include clicks and movement rates)
Attributed Event Data
For MediaMath Platform Attribution, MediaMath generates this data from
attribution analysis. It includes elements from Pixel Data and Impression
Data. When you elect to use Third-Party Attribution, third-party service
providers generate some or all of this data.		 Derived
from Pixel Data and Impression Data
Third-Party Partner IDs
MediaMath uses this data to establish match tables
between MediaMath UUIDs and partner IDs, in order to communicate
intelligently with partners about the same device (e.g., to know which device
we are being invited to bid on and decision accordingly).		 Partner
UUIDs
Third-Party
Cross-Device Graph Data
Data ingested on behalf of MediaMath from third parties
to enhance MediaMath’s ConnectedID product.		 Associations
between MM UUIDs
IP
Address Segments
IP addresses ingested into MediaMath Platform on behalf of a Client,
either from the Client or from a third party.		 IPv4 and IPV6 addresses

 

Last revised 1st March 2023