Maxetise AB, registration number 559203-1982, known as "Maxetise", "our", "us", and "we", facilitates connections between advertisers, referred to as "Buyer(s)", and publishers, referred to as "Client(s)", through the use of "header bidding" technology on our independent platform dedicated to publishers ("Platform"). This platform aids our Clients in monetizing their digital spaces, allowing them to continue providing content to users ("you", "your").
Our Platform serves as a conduit between Buyers and you, the user, navigating the complexities of accessing personal data for Buyers via our Client's services.
Maxetise is an participant in the IAB Europe Transparency & Consent Framework, adhering to its established Specifications and Policies. Our identifier within this framework is 1291.
Maxetise primarily serves as a data processor for the Platform, managing data on behalf of our Clients. Additionally, we handle certain personal data in our role as a data controller. This Privacy Policy addresses our data handling activities both as a data controller (applicable where you are a Client representative or utilize our Platform services) referenced in section 6, and as a data processor noted in section 5.
This document outlines the types of personal data Maxetise or our Clients might process, the purposes of such processing, and the choices and rights available to you. Please review this Privacy Policy thoroughly to understand its provisions.
For any inquiries or concerns about our privacy practices, please reach out to us at privacy@maxetise.com, or you may contact the relevant Client directly.
Maxetise employs various technologies such as cookies, tags, and mobile SDKs to gather personal data and store it on your device. A Software Development Kit (SDK) is a set of tools used by our Clients to integrate our Platform within their mobile applications (iOS and Android).
Cookies are small text files consisting of a sequence of characters, saved onto your device. They enable us to identify and remember your browser.
A Maxetise tag is a compact snippet of code embedded in a Client’s website source code, providing them access to and control over our Platform.
To maintain transparency, Maxetise offers a cookie opt-out policy that enables any Internet user to discontinue use of our Platform, ensuring your browser remains unidentified by our systems. For effective opt-out, a single cookie will remain on your device to confirm and sustain your opt-out choice. This option persists solely on the device where it was set up and remains active as long as the opt-out cookie is not deleted by you or your browser.
To opt-out, click here. A confirmation page will display, verifying that the opt-out process is complete, and no further cookies will be placed on your computer.
You may also prevent the placement of cookies by disabling the cookies function in your browser settings. Blocking cookies might impair certain functionalities on websites you visit.
As a representative of our Client when accessing the Platform, we save certain details in cookies on your computer for purposes such as login, session management, and preference settings.
Should you choose to reject the use of our cookies, you must deactivate cookies through your browser settings. Without cookies, some aspects of the Platform may not work as designed, possibly preventing login and other interactive functions.
At Maxetise, we handle personal data following our Clients' directives, operating under the legal frameworks and retention periods they provide. When our processing is based on legitimate interests, further details are available in the respective Client's Privacy Policy.
Accessing and Storing Information on Devices
|
Reasons for Data Processing |
Data Types Processed |
Legal Grounds for Processing |
Retention Period |
|
To maintain cookie settings and enhance platform functionality through analytics and improvements. |
Cookie IDs |
Based on User Consent |
30 days |
Selecting Targeted Advertising
|
Reasons for Data Processing |
Data Types Processed |
Legal Grounds for Processing |
Retention Period |
|
Filtering advertisers by geographic activity and relaying real-time data for advertising requests. |
Geolocation and real-time usage data |
Consent or Legitimate Interest |
0 days (data is processed in real-time and not retained) |
Security, Fraud Prevention, and Error Handling
|
Reasons for Data Processing |
Data Types Processed |
Legal Grounds for Processing |
Retention Period |
|
Detecting bots through analysis of user agents. |
User Agent characteristics |
Consent or Legitimate Interest |
0 days (data is immediately analyzed and not stored) |
Ad Delivery and Performance Measurement
|
Reasons for Data Processing |
Data Types Processed |
Legal Grounds for Processing |
Retention Period |
|
Managing ad requests, delivering content, and logging delivery data. |
IP address, browser details, and other device-specific identifiers |
Consent or Legitimate Interest |
0 days (data used in real-time for delivery and not retained) |
As a data controller, Maxetise manages personal data as described below.
Client Management
As a representative of a Client, your personal data is processed by Maxetise. Detailed information is provided herein.
|
Purposes for Data Processing |
Categories of Personal Data |
Legal Basis for Processing |
Duration of Data Retention |
|
To maintain communication with the Client you represent, manage contractual obligations, handle payments, and promote and market Maxetise through offerings, newsletters, and event invitations |
Contact details (e.g., name, email address, telephone number), your professional title or role, and Client information |
Our legitimate interests in initiating, maintaining, and developing relationships with the Client you represent, and in promoting our products and services to the Client |
Until your association with the Client ends or as long as there is an ongoing business relationship with the Client's company. Personal data will be deleted upon notification that you no longer represent the Client or when the business relationship ceases. |
Service Development and Improvement
Personal data is processed by Maxetise to ensure, modify, enhance, and upgrade the Platform. Details are provided below.
|
Purpose of Processing |
Personal Data Processed |
Legal Justification |
Retention Period |
|
To develop machine learning models for ad optimization and determine optimal pricing strategies |
Technical data including IP addresses, device types, operating systems, browsers, and ISPs |
Based on user consent |
30 days |
Compliance with Accounting Laws
|
Purpose for Data Processing |
Personal Data Collected |
Legal Basis |
Data Retention Period |
|
To meet legal obligations |
Contact details and Client-related information |
Legal obligation |
Up to 7 years |
Maxetise may disclose your personal data to various recipients in the categories listed below.
Business partners and vendors that assist with our billing, order management, financial administration, marketing activities, recruitment efforts, or IT and cloud services
Authorities in Sweden or abroad that oversee our operations and with whom we must legally share information or provide transparency
Judicial or regulatory bodies, or other third parties for legal compliance, dispute resolution, or the protection of rights
Potential acquirers, their advisors, or entities involved in a potential business reorganization or acquisition
Other entities with your consent or as mandated by law
Maxetise does not transfer your personal data outside of the EU/EEA in its capacity as a data controller.
You have rights to access, rectify, erase, and restrict the processing of your personal data under certain conditions. Detailed rights and how to exercise them are outlined below.
If you believe your personal data has been handled improperly, you may contact us at privacy@maxetise.com or file a complaint with a supervisory authority. In Sweden, the relevant authority is the Swedish Authority for Privacy Protection (IMY).
Changes to this Privacy Policy will be posted on our website to ensure transparency.