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 (Ad-Exchange).

Bid requests contain information about the ad inventory, such as ad placement, size, and other relevant details. They sometimes contain data that is the result of processed Personally Identifiable Information (PII) of the web visitor. This data has been collected through cookies and local storage mechanisms and is processed to create audience segments which are sent in bid requests.

Data shared with advertisers is aggregated and anonymized. Advertisers are targeting audience segments (e.g., «users interested in sports» or «users aged 25-34») rather than individual users. This aggregation protects user privacy while allowing for relevant ad targeting.

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 at 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.

PII collected in this process can be classified in the following categories:

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.

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 is collected through the following mechanisms:

Unlike cookies, which are sent with every HTTP request, data stored in local storage is only accessible through JavaScript in the browser and is not automatically shared with servers

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.

When we process and share with our partners website user´s privacy choices we rely on legitimate interest as a legal basis.

We need to process this data in order to respect their privacy choices and to have documented proof that consent has been given for personal data processing. It allows us and our partners to comply with current regulations and benefits users since their privacy choices are respected. Industry practices involve consent management and whether consent has been given and for what has been given needs to be shared.

The only way to respect users’ privacy choices is to share them with our partners. Only the necessary data for this purpose is processed. Privacy choices are not data likely to be considered particularly private.

When users opt out or do not consent to data processing their privacy choices are not processed or shared.

The main real time advertising platform 152 MEDIA LLC works with is XANDR INC.

Click HERE to see their privacy policy.

We also work with the following partners:

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.

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.

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.