Status October 2023

Privacy Policy for the use of the MMC measurement procedure

Table of contents

  1. Introduction
  2. Purpose of data processing
  3. Type of data processed
    3.1. Shortened IP address
    3.2. Geolocalization
    3.3. Further data from the website visit
    3.4. User-ID
  4. Legal basis for data processing
  5. Rights of data subjects
  6. Data evaluation
  7. Storage period/deletion

1. Introduction

MMC attaches great importance to compliance with the data protection regulations applicable in Germany. At no time is the identification of a user intended. Therefore, technical and organizational measures have been taken to immediately anonymize any automatically generated data that may contain personal references. Due to the early anonymization of the data, the anonymity of the users is ensured from the technical measurement to the finished study. The aim of digital usage analysis is to determine the use of Internet media. The studies created from the analysis data only contain statistical data.

2. Purpose of data processing

Data collection is used for the independent collection of reach and structural data from websites and apps for reach analysis. The data is required in order to reliably and sensibly plan online marketing measures.

3. Type of data processed

The following data and information is collected as part of the digital usage analysis:

  • Prebid contact (consisting of offer identifier and timestamp of the call rounded to the hour)
  • Prebid Auction ID
  • Offer identifier (e.g. domain, identifier)
  • Pages/app information (e.g. URL, referrer)
  • IAB Audience Taxonomy
  • IAB Content Taxonomy
  • Loading times
  • Consent information (including TC string)
  • Device information (user agent, device type, geo-information, screen size)
  • User IDs (including Prebid-Shared ID, netID, ID5)
  • Timestamp of the call
  • Shortened IP address

Below you will find further information on the data processed. We would like to expressly point out that the studies resulting from the measurement only show statistical data, so that at no time is personal user data such as name, date of birth, telephone number or address collected.

3.1 Shortened IP address

Every computer requires a unique address for data transmission on the Internet. On the Internet, this address is made up of a sequence of digits and is called an IP address. Due to the way the Internet works, it is not possible to prevent the IP address of the accessing system from being temporarily stored in the processing system. In order to exclude the personal reference of the IP address from the outset, the system immediately anonymizes the IP address by shortening it by the last block of numbers.

3.2 Geolocalization

A so-called geolocalization, i.e. the assignment of a website call to the location of the call, is carried out exclusively on the basis of the anonymized IP address and only up to the geographical level of the federal states. Under no circumstances can the geographical information obtained in this way be used to draw conclusions about a user's specific place of residence.

3.3 Further data from the website visit

The website operators classify the content of their websites into a category system. The information about the respective category is transmitted with the integrated code on the website. In addition to the category of the content accessed, the time of access and the domain of the website accessed are stored.

3.4 User-ID

As part of the measurement, you will be asked for your consent as part of consent management. If you participate in an identity management program, we may process your data on the basis of the user consent given to the identity manager, based on the user ID provided by the manager. An identifier is stored on your end device so that consent management works for you and the participating partners and the partners can act on the basis of your consent. This enables participating partners to recognize you on your services and to carry out further processing on the basis of your consent. In the case of a user ID transferred in this way, data is recorded across websites.

4. Legal basis for data processing

The legal basis for the processing is the consent of the user in accordance with Art. 6 para. 1 lit. a) GDPR. Consents are transferred via TCF string to the vendor with the vendor number 1122.

In addition to this consent, the identity manager described above may also have consent, which is also transferred to us via the provider's TCF string. You can revoke your consent at any time.

5. Rights of data subjects

Data subjects are entitled to the rights of the third chapter of the GDPR vis-à-vis the controller, including

  • The right to information (Art. 15 GDPR)
  • The right to rectification (Art. 16 GDPR)
  • The right to erasure ("right to be forgotten") (Art. 17 GDPR)
  • The right to restriction of processing (Art. 18 GDPR)
  • The right to data portability (Art. 20 GDPR)
  • The right to object to processing (Art. 21 GDPR)

You can find detailed information on your rights as a data subject at https://www.webkommentar.com/.
Data subjects can contact the following e-mail address at any time to assert their data subject rights: datenschutz@agma-mmc.de

6. Data evaluation

The aim of the data evaluation is the statistical representation of the entire surfing behavior across all participating websites. At no time is data on an individual user evaluated. The statistical results of the evaluation always represent only an intermediate step in the formation of overall statistics. The results are evaluated in cycles. All available data is evaluated on a fixed date and the result statistics are compiled. The sole aim of the measurement system is to statistically determine Internet usage after a fixed period of time in order to provide the market with a measure of the reach (number of users) of individual websites.

7. Storage period/deletion

Data on usage processes will be permanently deleted after seven months at the latest.