What this policy covers
This policy explains
- How the ad serving technology of Platform161 works.
- How and which tracking methods are used by Platform 161 to collect data, which data is collected and the purposes for which the tracking methods and the information collected thereby are used.
- The choices regarding the acceptance of these tracking methods.
- The personal data collected and processed by Platform161.
- The choices regarding the use and sharing of personal information by Platform 161.
- The personal data collected and processed by Platform161 for HR purposes.
- The personal data collected and processed by Platform161 through contact forms.
Details about the ad serving technology
Platform161 offers ad serving technology which enables its clients to engage in online advertising. Our clients are all kinds of businesses engaged in online advertising: advertisers, ad networks, media agencies, and publishers. These clients buy online ad space. When ad space is sold to a client of Platform161, Platform161’s technology fulfils this transaction by delivering the ad of an advertiser (on behalf of the client) on that site. In practice, you come into contact with Platform161 when you by means of e.g. your computer, tablet or smartphone – view an ad that has been served by Platform161 on a website.
The ads sent by Platform161 are sent from the domain ads.creative-serving.com and/or ads.p161.net.
The ad serving technology offered by Platform161 delivers an ad on a website. The technology uses information collected from several sources to decide the best and most relevant ad to display to you.
Tracking technologies used, data collected and purposes
This section of the policy describes the technologies used to help deliver the most relevant ad to you:
* Cookies. Cookies are small text files that are stored within a browser.
Platform 161 drops cookies through every ad it serves for the following purposes:
1. For Targeting and Optimisation:
(a) to recognize a user ID visiting a website (user matching);
(b) as part of the (targeted) ad serving process;
(c) to collect information about the user’s online interaction (over multiple websites) and use that information to build user profiles;
(d) to maintain a list of ads previously delivered by the technology of Platform161;
(e) to remember the number of times the same ad was delivered to a user;
2. For Reporting and Attribution:
(f) to collect the number of times a user clicked on an ad served by Platform161 (on behalf of a client) and
(g) to track and assess the number of times a user engages in a business transaction (i.e. makes purchases) on the site of an advertiser.
(h) to determine, count and attribute conversions. For example: a user clicks on an ad served by Platform161 on a website. Once on the website the ad links to, the user makes a purchase on that website. This purchase is counted by means of cookies.
Platform161 uses the following types of cookies:
|Cookie name||User matching||Targeting and optimisation||Reporting and attribution||Information held in Cookie||Persistence||Expiry (days)|
Some explanations about cookies:
- pvc3, pcc3, trc, ad2, view, landing – different types of conversions(action) tracking cookies, all of them have impression context string
- tuuid – P161’s user ID
- tuuid_lu (last update) – timestamp of last update of user’s cookie
- c (created) – timestamp of user ID creation
Next to the data that are being gathered by Platform161 through dropping our own cookies, third-party data can also be used to optimize our campaigns. These third-party data come from third-party data providers that live up to current law and industry standards.Platform161’s cookies will be stored for 13 months after being dropped on a device.
* Ad tags. Platform161’s technology responds to requests from ‘ad tags’ placed on the website you are visiting. Ad tags provide Platform161 with information and enable Platform161 to determine the correct size and location of an ad.
Transparency, Choice and Opt-In:
We also provide you with the possibility to no longer accept Platform161’s cookies. To enable our cookies please click ‘opt-out’.
Data Controller, Data Collected, Purpose
Besides the data collected when a cookie is dropped, the Platform161 technology also collects the following possible personal data: such as the date and time of ad delivery to a user, the IP address, postal code, region and country of a user, language setting, the type of browser, operating system used and connection speed, status of a user (unknown, accepting or not accepting cookies), the web page address(es) where the ad has been delivered, and administered clicks on ads. This information helps our technology to decide the best and most relevant ad to display to a user.
Platform161’s technology collects and stores aggregated ad delivery reporting data. This data is used to provide our clients with campaign reporting and used for billing purposes. A typical report includes information about the ads delivered, including the date and time of ad delivery, the websites on which the ads were shown, and statistics on user response. A report also includes statistics about browser types, date and time of ad delivery, and inferred geography.
Finally, the information collected (by means of cookies and/or other tracking methods) is processed for internal purposes only: i.e. to possibly build user profiles that enable Platform161 to optimize and personalize advertiser campaigns.
To the extent that the data referred to above constitutes personal data within the meaning of the Dutch Data Protection Act, Platform161 will act as a data controller within the meaning of the Dutch Data Protection Act with respect to the processing of such data.
3rd party syncing
The following user ID cookies are used. The purpose of these cookies is behavioral targeting and has a persistence of 13 months (or deletion after 30 days of inactivity):
|Supply Partners||Data Providers / Data Exchange|
Information Sharing and Disclosure
Platform161 may provide copies of log files to advertisers, clients and certain partners relating to the specific transactions they are a party to. These files contain information that allows clients to analyse the effectiveness and performance of their advertising campaigns. Our clients also have the ability to use any or all of the information collected in connection with our services for their own purposes. The information provided to our clients does not contain personally identifiable information about you. In cases where Platform161 provides information to our clients, our clients are obliged to use the information they receive in compliance with applicable laws and regulations.
Platform161 may share the information it collects with selected partners, vendors, agents or others who work on our behalf, in order to provide products or services you have requested, or when we have your permission. Platform161 may share information about you if Platform161 is acquired by or merged with another company.
Platform161 may also share information in the event that we are asked to respond to subpoenas, court orders, or legal process, or to establish or exercise our legal rights or defend against legal claims, or as otherwise permitted by law.
Platform161 maintains safeguards to protect the security, integrity and privacy of the personally identifiable information in our control. Platform161 safeguards ensure that personally identifiable information is protected against loss and unlawful processing. They also aim at preventing unnecessary processing.
Processing of personal data for HR purposes
We process the applicant’s data only for the purpose and in the context of the application procedure in accordance with the legal requirements.
The processing of the applicant’s data takes place in order to fulfill our (pre-)contractual obligations in the context of the application procedure within the meaning of Art. 6 I b GDPR and Art. 6 I b GDPR if data processing becomes necessary for us, e.g. within the framework of legal procedures.
The application procedure requires that applicants provide us with their data. If we offer an online form, the necessary applicant data are marked and do otherwise result from the job descriptions and generally include personal data, postal and contact addresses and the documents belonging to the application, such as cover letter, curriculum vitae and certificates. In addition, applicants may voluntarily provide us with additional information.
By submitting the application to us, applicants agree to the processing of their data for the purposes of the application procedure in accordance with the type and scope set out in this data privacy declaration.
Insofar as special categories of personal data within the meaning of Art. 9 I GDPR are voluntarily communicated within the scope of the application procedure, they are additionally processed in accordance with Art. 9 I b GDPR (e.g. health data, severely disabled status or ethnic origin). If special categories of personal data within the meaning of Art. 9 I GDPR are requested from applicants during the application procedure, they are additionally processed in accordance with Art. 9 II a GDPR (e.g. health data, if these are required for the exercise of the profession).
An applicant can decide to send us their applications by e-mail. Please note however, that e-mails are generally not sent in encrypted form and that the applicants themselves must ensure that they are encrypted. We cannot therefore accept any responsibility for the transmission of the application between the sender and receipt on our server and therefore recommend that you use an online form or the postal dispatch. Instead of using the online application form and e-mail, applicants can still send us their application by post.
If the application is successful, the data provided by the applicant can be further processed by us for the purpose of employment. Otherwise, if the application for a job offer is not successful, the applicant’s data will be deleted. Applicants’ data will also be deleted if an application is withdrawn, which the applicants are entitled to do at any time.
The deletion will take place within the applicable legally defined retention times, latest after a period of six months, subject to a justified revocation by the applicant, so that we can answer any follow-up questions to the application and meet further applicable legal obligation. Invoices for any reimbursement of travel expenses are archived in accordance with tax regulations.
Personal data processed in regard to contact forms
All personal data provided to Platform161 through the use of a contact form will be handled in accordance with the applicable legal obligations.
By using the contact form and providing information through this to Platform161, the user consents to Platform161 processing said data to comply with user requests and possible follow-ups.
All information will be stored in a secure way and will be deleted irretrievably once the request has been dealt with and within the applicable retention times. Platform161 is not storing any additional information nor distributing it to third parties.
Seals of Approval
ISO 27001 Certification
The ISO 27000 family of standards helps organizations keep information assets secure. The Information Security Management System is applicable to the following ‘The development, maintenance, and delivery of the Platform161 product, delivered as a SaaS to digital advertising customers.’ Click below for the official certificate.
BVDW Mitglied seal
The BVDW has an interdisciplinary foundation and thus has a holistic overview of the issues facing the digital economy. BVDW is engaged in continuous dialogue with politicians, the media and other interest groups, and supports the dynamic development of the sector in a results-oriented, practical and effective way.
IAB Europe TCF
We are a registered vendor of the IAB Europe Transparency and Consent Framework (TCF), which is the industry standard for GDPR consent solution. Visit the IAB website to know more about this framework.
Updates & Questions
1017 RZ Amsterdam
Our Data Protection Officer:
Fieldfisher Tech Rechtsanwaltsgesellschaft mbH
Am Sandtorkai 68
20457 Hamburg, Germany