Additional Information for Data Subjects


This statement (“Privacy Policy”) explains how DMA Institute (“DMAI” or “we”, “us” or “our”) processes data collected in relation to data subjects whose data we collect as part of our online advertisement effectiveness tracking and analytics. We recognize the rights of these individuals (whom we will refer to in this statement as “Data Subjects”) and encourage Data Subjects to read this Privacy Policy to learn how we may process their personal data.

DMAI’s services consist mainly of online advertisement effectiveness tracking and analytics services for market research purposes. This means we measure for our customers if and how long an ad has been visible in an active screen of a Data Subject, the contact frequency of ads, passive audience measurement and conversion tracking. To provide these services, we will process data of Data Subjects on behalf of our customers, using cookies and other technologies.  In doing so, we act as a data processor under applicable data protection law.


DMAI has developed a tag technology and reporting platform, to collect, measure and report impression data from digital advertising.

We also place a cookie, which we use to keep track of Data Subjects. This cookie is used only for the purpose of counting how often an ad is displayed to a particular Data Subject. This cookie is not used for targeting purposes in any way.

The measurement services may report on the following characteristics to our customers: impression delivery, viewability measurement, audience passive measurement, research measurement, and conversion attribution measurement.

DMAI may collect the following (categories) of personal data:

  • We collect the date and the time that a Data Subject visits a website with an ad;
  • We collect the url with the ad that the Data Subject visited at that time;
  • We generate a pseudonymised cookie ID to recognise the Data Subject for the duration of the campaign that we are asked to track;
  • We collect the country from which the Data Subject sees the ad;
  • We measure the time that the Data Subject spends on the page with the ad;
  • We measure the time that the ad was in an active screen;
  • We collect the screen resolution visible to the Data Subject. 

This processing of personal data of Data Subjects is based on the grounds that this is necessary for the legitimate interests of DMAI’s customer. Their legitimate interest is to be able to measure the effectiveness of an advertising campaign.

There are some Data Subjects who take part in a user panel. We may be provided with additional demographic information about these Data Subjects. This information is provided mostly by these Data Subjects themselves and these Data Subjects have consented to the processing of this data for this purpose.

DMAI does not use personal data of Data Subjects for automated individual decision-making or profiling which produces legal effects concerning the Data Subjects or similarly significantly affects him or her.

Categories of recipients of personal data

DMAI only processes the personal data of Data Subjects as a processor on behalf of the advertisers and the entities who set up and operate the user panels. It only makes personal data of Data Subjects available to these entities and does not share these with any entities, other than suppliers, like the companies that provide the cloud platform where DMAI’s Online Services are hosted.

Retention of personal data

DMAI may retain data on Data Subjects for as long as necessary to the purpose of the collection. This means that the personal data on both Data Subjects that we collect for an ad campaign will be deleted within 8 weeks after the end of the ad campaign. However, our customers may apply a different retention period.

Rights of Data Subjects

Since DMAI does not act as a controller to the personal data of Data Subjects, but only as a processor on behalf of advertisers and entities that operate user panels, Data Subjects should contact these entities as controllers to exercise their rights as data subjects under data protection law, regarding access to, rectification or erasure of their personal data; the restriction of processing; the right to object to the processing; the right to withdraw consent and the right to data portability. If DMAI is contacted by Data Subjects regarding their rights, DMAI will reasonably try to forward their request to the relevant data controller.

Contact and complaints

If you have any questions or suggestions regarding this Privacy Policy, please feel free to contact us at If you do not agree with this Privacy Policy, you have the right to lodge a complaint with a competent supervisory authority in your country of residence.