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Eskimi DMP & Data Legality, Validity & Security - Technical

DMP

Eskimi DMP

Eskimi Data Management Platform is an in-house DMP which doesn't use any third party technologies. Eskimi DMP is used by only Eskimi DSP to foster personalized advertising for Eskimi advertisers. Eskimi works with industry leading partners, such as Doubleclick, Magnite, OpenX and others. Eskimi DMP is bounced to the data that is provided by the partners that Eskimi DSP is connected to. 

Eskimi DMP Data

Eskimi DMP collects, agregates the data in real-time. In-house algorithms not only crunches the data in real-time, but follows the necessary privacy regulations such as GDPR, CCPA. Eskimi DMP collects, agregates, stores the below data signals:

Technical name

Explanation

Technical example

dmpId

User identifier.
Mobile advertising ID on apps, cookie ID on web

"dmpId":"4726ce65-ae90-4536-8d8c-6e5b204cca83"

countries

list of countries DmpID was seen in

"countries":{"ng":303396,"--":55}

countrySeenTime

Last seen time DmpID was seen in country

"countrySeenTime":{"ng":18659,"--":18628}

cities

List of cities DmpID was seen in, based on GPS data

"cities":{"ng.ozomu":20596}

citySeenTime

Last seen time DmpID was seen in a city

"citySeenTime":{"ng.ozomu":18656}

tmpCities

list of cities DmpID was seen in, based on all other data (IP, user input, etc)

"tmpCities":{"ng.lagos":148468,"ng.":473,"ng.awka":2258}

tmpCitySeenTime

Last seen time DmpID was seen in TmpCity

tmpCities":{"ng.lagos":148468,"ng.":473}

yobs

Years of birth. Can be multiple depending on user input

"yobs":{"1959":52524,"0":21}

genders

Genders. Can be multiple depending on user input

"genders":{"1":50731,"0":57}

pageViews

Total number of page views

"pageViews":303600

operatorPageViews

Shows how many page views per day each operator ID has

operatorPageViews":{"365":{"18610":335,"18629":44}

operatorIds

Telco operator IDs

operatorIds":{"365":87514,"0":3005

operatorSeenTime

Last seen time for operator

"operatorSeenTime":{"365":18659,"0":18628}

operatorFirstSeenTime

First seen time for operator

"operatorFirstSeenTime":{"365":18659}

modelIds

Device model

"modelIds":{"20101":299968}

modelSeenTime

Last time device model was seen with DmpID

"modelSeenTime":{"20101":18659}

operatorModelIds

what device was used with specific operator

"operatorModelIds":{"365.20101":81961,"357.20101":16819}

operatorModelSeenTime

When was the last time device was seen

"operatorModelSeenTime":{"365.20101":18659"}

keywords

Verticals or interest categories, e.g. https://storage.googleapis.com/adx-rtb-dictionaries/publisher-verticals.txt

"keywords":{"1164":16,"930":12}

keywordSeenTime

last seen time for keyword

"keywordSeenTime":{"1164":18656,"930":18649}

connectionTypes

How users connected to internet. 2G, 3G, 4G, wifi, etc

"connectionTypes":{"2":72903,"3":10358}

connectionTypeSeenTime

last seen time per connection type

"connectionTypeSeenTime":{"2":18659,"3":18659}

deviceId

Legacy. Original Device ID of the user. matches DmpID.

"deviceId":"4726ce65-ae90-4536-8d8c-6e5b204cca83"

siteIds

Internal site ID where user was browsing. Might be converted to exact app bundle or site domain

"siteIds":{"52299180":41,"34189419":2427}

siteSeenTime

When was the last time user visited a specific site.

"siteSeenTime":{"52299180":18659,"34189419":18632

firstSeen

First time DmpID was seen

"firstSeen":18073

lastSeen

last time DmpID was seen

"lastSeen":18659

lastAvg

number of page views per day

"lastAvg":569

The data in the table is used for clear purpose:
Eskimi DMP Collection Schema

Eskimi DMP collect the data in real-time. The following flow is:

1. A user visits a website page that has an implemented SSP JavaScript tag OR visits an app that has an implemented SSP SDK. These JS tags and SDKs has ad slots that collects user information which includes, but it is not limited to User agent, geo location, IP and etc. 

2. JS/SDK sends the information to the SSP. SSP identifies the user by using cookies and/or more data (ex.: Mobile Advertising ID).

3. SSP adds users data (UA, interests and etc.) with the ad slot data (width: 300, height: 250, bidfloor 1.337). This information is transfered to the SSP.

4. The ad signal is sent to different DSPs that compete for the ad signal in an openRTB auction that happens in miliseconds everytime the browser is loaded/refreshed. The goal of any DSP is to win the auction and serve their advertiser ad. 

5. Eskimi DSP sends data from the ad signal to Eskimi DMP. Where DMP profiles are created, if the user is seen for the first time. If the user was seen in the past the data will be added to the historical data that Eskimi DMP has collected. 

Screenshot 2022-09-16 at 17.05.12.png

 

 

Legal, Valid & Secure Data

Aktyvus sektorius UAB, doing business as Eskimi, as a global provider of digital advertising media and data management technology. In our activities, Eskimi is committed to protecting the privacy of individuals and their personal information. While, ensuring any personal information is safe and used strictly in accordance with the applicable laws, such as GDPR, CCPA, and other applicable guidelines.

1. How you can justify that your data is legal?

Eskimi strictly adhere to the relevant EU users' consent regulations and policies (GDPR) and is a member of TCF (Transparency & Consent Framework). TCF membership ensures that Eskimi comply with the EU’s GDPR and ePrivacy Directive when processing personal data or accessing and/or storing information on a user’s device, such as cookies, advertising identifiers, device identifiers, and other tracking technologies.

Full TCF vendor list: https://iabeurope.eu/vendor-list-tcf-v2-0/ Search for UAB Aktyvus Sektorius.

More about TCF: https://iabeurope.eu/transparency-consent-framework/

More about Eskimi Privacy Policy: https://www.eskimi.com/privacy-policy

2. How can you justify that your data is valid?

The types of pseudonymous personal information used via the Platform are cookie IDs, Mobile Advertising Identifiers, and IPs.

Mobile Advertising Identifier (MAID, commonly known as Device ID) is a pseudonymous, user-resettable identifier for online advertising purposes. The identifier is created by the operating system (iOS or Android) and can be retrieved by installed apps.

IP address is a very approximate location of the technical device, used to communicate where internet requests and responses are coming from and where should they go to next.

Eskimi receives the above described personal data from clients (advertisers and publishers), partners (publisher ad exchanges, such as google, or agencies/advertiser groups). All involved party partnerships are covered contractually. Every partner Eskimi works with ensures the legality of the data that is sent to Eskimi - including ways in which data is gathered and
processed. Examples of processes are:
* Transaction validation. Every impression that comes between Eskimi and publisher platforms or publisher partners is technically validated with a follow-up call to the partner
* Regular audits. Data structures and legality of the data is regularly audited by the biggest Eskimi partners
* Internal TOMs (please see below) 

3. What is the purpose of data collection? 

The data is collected and used for clear purpose for which the user agrees upon. 

We use the data only when the user consented to the below sections:
1: identification
3: create personalised ads profile
4: Select personalised ads

While when the user gives legitimate interest the purpose of data usage becomes more flexible. With it Eskimi can:
2: Select basic ads
7: measure ad performance
10: develop and improve products


4. How can you justify that your data is secure?

Here are the TOMs in place to make sure the data is secure:

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