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Our Stance on Consent

GDPR stipulates that Data Subjects located in the European Union (EU) must provide consent before their Personal Data is collected or processed. Data Subjects must provide explicit consent, and consent must be freely given, specific, informed and unambiguous. Failure to comply can result in heavy fines.

It's important that our publishers integrate with a Consent Management Providers (CMP) to obtain/process consent-related data and maintain GDPR compliance. Learn more about what our publisher and buyer clients need to know. Additionally, we recommend that you review and adopt the IAB EU Consent and Transparency Framework.

As of May 25th, 2018, we are ready to operate where consent is required as planned.

We receive consent signals from publishers with an enabled CMP and we will pass the consent signals along the digital advertising chain.

DSPs that receive consent signals from us will need to process consent and use only the Personal Data that they are legally allowed to use.

You may see an increase in stripped-down bid requests after May 25, 2018. A stripped-down bid request occurs when an EU Data Subject does not provide consent to collect or process their Personal Data, which is therefore removed from the bid request.

We make the following changes to the bid request when a Data Subject does not provide consent:

  • Pseudo-anonymize user IPv4 and IPv6 addresses for EEA country traffic.

  • Communicate the consent string to buyers in IAB TCF format.

You must be prepared to address these bid requests accordingly. We recommend that you review and adopt the IAB EU Consent and Transparency Framework.




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