1. Reporting, measurement, forecasting, attribution

Brief explanation

Specific processing activities may be, for example:

We use combined data from cookies and the number of impressions to predict user/audience trends.
We gather IDs when a user visits an advertiser's website through tracking the user’s online activity.

For more information, please read here.

Data Categories

1st Party IDs, Cookie IDs, and technical data related to these IDs (e.g. impressions, clicks, conversions, approximate geolocation, timestamp, URL, device information, browser information), IP address.

Related Adform Product and/or Service

Buy Side, Sell Side, DMP.

Legal bases

We process this data by default on the basis of our legitimate interest. However, the publisher on whose site we are integrated with our product or service can decide to obtain your consent. In this case, we process the data based on your consent.

2. Improve online advertising experience and efficiency (IAB Purpose 2, Purpose 10)

Brief explanation

The ads you see on the website or app are chosen based on the basic information mentioned. This means that we may use the site you're on, the kind of device you're using, and your general location. We might also look at what you're interested in or what you've looked at before based on your interactions with the website or app to make sure you don't see the same ad too many times. We may also use it to show ads in a certain order, show ads you might like, or figure out the best time to show an ad or to make our ads work better and to make your online experience better by improving our products and services.

Data Categories

Same as in No.1.

Related Adform Product and/or Service

Buy side, Ad server.

Legal bases

We process this data by default on the basis of our legitimate interest. However, the publisher on whose site we are integrated with our product or service can decide to obtain your consent. In this case, we process the data based on your consent.

3. Fraud prevention and security (IAB Special Purpose 1)

Brief explanation

Your personal data can be used to monitor for and prevent unusual and possibly fraudulent or unlawful activity (e. g. to ensure that the ads are clicked upon by real people, and not bots), and ensure systems and processes work properly and securely.

Data categories

Online identifier (e. g. cookie ID, mobile advertising ID), browser information (e. g. URL/domain; time stamp, user agent, IP address).

Related Adform Product and/or Service

Buy side, sell side, Ad server.

Legal bases

Legitimate Interests.

4. Develop and Improve products (IAB Purpose 10)

Brief explanation

Personal data about how you use Adform clients' websites or apps, like how you engage with ads or content, can be really valuable for improving Adform products and services and creating new ones based on users’ activity online.

Data Categories

1st Party IDs, Cookies IDs and other identifiers as applicable, as well as real-time data (e. g. information about the page content, app type).

Related Adform Product and/or Service

Buy Side, Sell Side, Ad server, DMP.

Legal bases

We process this data by default on the basis of our legitimate interest. However, the publisher on whose site we are integrated with our product or service can decide to obtain your consent. In this case, we process the data based on your consent.

5. Synchronize our Service with other online advertising services (Link different End User devices) (IAB Feature 2)

Brief explanation

We might use Cookie IDs and other IDs to connect our Service with other online advertising services. This is an essential part of the digital advertising world because it helps our clients combine data from different advertising service providers. No other personal data is used for this purpose.

Data Categories

1st Party IDs, Cookies IDs and other identifiers as applicable.

Related Adform Product and/or Service

Buy Side, Sell Side, Ad server, DMP.

Legal bases

We process this data by default on the basis of our legitimate interest. However, the publisher on whose site we are integrated with our product or service can decide to obtain your consent. In this case, we process the data based on your consent.

6. Comply with legal obligations, especially processing data subjects‘ requests

Brief explanation

We may process your personal data to comply with our legal obligations, in particular to ensure that the data subject requests received from you are dealt in a lawful and suitable manner according to the deadlines established in the applicable data protection laws.

Data Categories

1st Party IDs, Cookies IDs and other identifiers as applicable.

Related Adform Product and/or Service

Buy Side, Sell Side, Ad server, DMP.

Legal bases

Legal obligation, legitimate interest.

7. Creation of an End User personalized advertising profile (IAB Purpose 3)

Brief explanation

We collect information about your actions on our clients' websites or apps, like the content you view or data we receive from our clients. This data may be combined with your previous actions or those of similar users. It helps us create or enhance a profile about you, including your potential interests and personal characteristics. This profile can be used to show you more relevant ads based on your interests.

Data categories

1st Party IDs, Cookie IDs, and technical data related to these IDs (e.g. impressions, clicks, conversions, approximate geolocation, timestamp, URL, device information, browser information), IP address.

Related Adform Product and/or Service

Buy side, sell side, Ad serving

Legal bases

Consent

8. Selection of personalized and/or contextual advertisements (IAB Purpose 4)

Brief explanation

Ads you see on our clients' websites or apps are determined by your advertising profiles, which are shaped by your activity on these platforms, as well as other websites or apps, your interests, and personal information.

Data categories

1st Party IDs, Cookie IDs, and technical data related to these IDs (e.g. impressions, clicks, conversions, approximate geolocation, timestamp, URL, device information, browser information), IP address.

Related Adform Product and/or Service

Buy side, ad serving.

Legal bases

Consent.

9. Use limited data to select advertising (IAB Purpose 2, Special Purpose 2)

Brief explanation

Ads on our clients' websites and apps may be tailored based on limited data, such as the site or app you're using, your general location, device type, and your interaction with content. This customization helps limit the frequency of ad displays.

Data categories

1st Party IDs, Cookie IDs, and technical data related to these IDs (e.g. impressions, clicks, conversions, approximate geolocation, timestamp, URL, device information, browser information), IP address.

Related Adform Product and/or Service

Buy side, sell side, ad serving.

Legal bases

Legitimate interests.

10. Save and communicate privacy choices User choices

Brief explanation

In order for Adform to respect user’s choices, it has to first know what those choices are. The storing and communicating of user choice signals (for instance in the form of TCF Strings), ensure that the choices of users can be respected and that Users do not have to make those choices again on each subsequent use of the relevant digital property.

This results in Adform’s recording of (and gaining of access to) consent signals, objections and user preference, for instance by means of TC Strings within the framework of the Transparency and Consent Framework (TCF). The user choice signals therefore represent the giving, refusing or withdrawing of consent by users and the exercise of their right to object.

Data Categories

General metadata about the website operator that indicate its implementation with the TCF, this include points such as ID of the CMP, the language, the user’s consent per purpose.

Related Adform Product and/or Service

Buy Side, Sell Side, DMP.

Legal bases

We process this data by default on the basis of our legitimate interest.