Last Updated June 20, 2022

MadisonDSP is committed to protecting your personal data. This privacy policy
(“Privacy Policy”) governs MadisonDSP’s use of data collected by us, including any and
all personal data. Personal data is information that relates to you and may identify
you as an individual. We use your personal data in line with all applicable laws.

Who we are, What we do, How you can contact MadisonDSP, our DPO or the relevant authorities

Who we are:

MadisonDSP means Malaberg Ltd., a United Kingdom corporation with headquarters in London; and its affiliated subsidiaries (collectively, “MadisonDSP,” or “we“, “us“, “our“).

What we do:

We serve advertising using third party networks.

How to contact us:

We regularly review our compliance with this Privacy Policy. Questions, comments and requests regarding this Privacy Policy are welcomed and should be addressed to

If MadisonDSP does not satisfactorily answers your questions or concerns, you may also contact the following for advice, support or complaints:

2. MadisonDSP User Types (including Opt Out Options)

Much of this Privacy Policy is divided into sections based on the way you may interact with MadisonDSP. Please determine what user type you are. For each user type we’ve explained what information we collect and why, what cookies and other similar technologies we use, how we share such information, and your rights.

Site Visitors: You are a Site Visitor when you visit and interact with our web sites, web pages, interactive features, blogs and their respective contents at

(a) What information we collect and why

We want to understand what services on Our Sites interest you and we want to remind you about the services we offer when you are not on Our Sites. To do this, we collect the following information from you: (i) IP address; (ii) User Agent data: device type (e.g., iPhone), browser type (e.g., Chrome), operating system (e.g., iOS); (iii) the pages visited on Our Site (e.g., the MadisonDSP “About” page); (iv) the time of visit (and corresponding timezone); and (v) referring URLs and other information normally transmitted in HTTP requests (e.g., this information tells us how you arrived on Our Sites).

(b) What cookies and other similar technologies we use

Functional Cookies

These cookies allow us to do such things as deliver content and remember choices you have made so as to provide a more personalised and enhanced user experience. If you disable these cookies you will have a less personalised experience.

Name of the Controller/CookiePurposeExpiration
Madison muidHolds the anonymous user’s ID. Used for tracking user actions, such as clicks on the recommendations.1 year

(c) How we may share information

  • Sharing Information we learn about you on Our Sites

In general, we do not share personal data about you with third parties for third party marketing or advertising purposes.

  • Using Third Party Services on Our Sites.

Our Sites may contain links to other websites that we do not own or operate. We do not control, recommend or endorse the content, products, services, privacy policies or practices of these third party websites. For example, on Our Sites you will notice clickable icons which take you to the MadisonDSP Facebook page or the MadisonDSP LinkedIn page. If you choose to click on these links, you should know that Facebook and LinkedIn may send their own cookies to your device and they may independently collect personal data. It is therefore important that you read the Facebook and/or LinkedIn privacy policies.

(d) Your rights

The Terms of Service on Our Site govern the use of Our Site and also apply to you. You can stop using Our Site at any time. If you do, you may also want to remove any cookies that we have placed on any device used to access Our Site. If during your use of Our Sites you provided your email address, any email you receive from MadisonDSP includes an “unsubscribe” option.

For European Territory Visitors, MadisonDSP has implemented a consent management platform (powered by OneTrust) on Our Sites that provide visitors the opportunity to consent, or not consent, to cookies and similar tracking technologies on Our Sites. Upon accessing Our Sites, you will see a banner on the bottom of the page with information about the cookies we use. You may click the banner to reject any cookies that are not strictly necessary. Pressing “accept” on the banner or scrolling/clicking on Our Sites is an indication of your acceptance. Accordingly, MadisonDSP’s lawful basis for processing personal data on Our Sites is consent. You may withdraw your consent at any time by clicking this button: Cookies Settings .

The Opt-Out Option for Digital Advertising

All regions

Desktop Website Environments

If you wish to opt out of being tracked with desktop website environments, follow the steps:

(Google Chrome web browser, version 66.0.3359.139, official build)

From your web browser, select Menu (3 bars at top right of window).
Select Settings and then scroll down to Advanced. Expand the Advanced section.
In Privacy and security, select Content Settings > Cookies.
Turn on the Block third-party cookies toggle.
(Safari web browser, version 11.1 (13605.

From the main menu in your web browser, select Safari > Preferences.
Go to Privacy and then select the Block all cookies checkbox.
Confirm your choice by clicking the Block All button.
Mobile Website Environments

If you wish to opt out of being tracked within mobile website environments, follow the steps:

(Android 7.1.2; Google Chrome web browser, version 66.0.3359.158, official build)

From your web browser, tap Menu (3 bars at top right of window).
Tap Settings and then swipe down to the Advanced section. Tap the Site settings option.
Tap Cookies.
Unselect the Allow third-party cookies option.
(iOS 11.1.1; Safari web browser)

Go to Settings on your mobile device.
Tap Settings > Privacy.
Swipe down to tap the Advertising section.
Toggle on the Limit Ad Tracking option.


MadisonDSP has a dedicated security team. We maintain tight controls over the personal data we collect, retaining it in firewalled and secured databases with strictly limited and controlled access rights, to ensure it is secure. We have taken appropriate technical and organisational measures to protect the Information we collect about you from loss, misuse, unauthorized access, disclosure, alteration, destruction, and any other form of unauthorized processing.

Business Partners have access to certain password-protected features of the MadisonDSP service. They are responsible for keeping this password confidential. Please remember that unfortunately, the transmission of information via the internet is not completely secure. A common Internet scam is known as “spoofing” or “phishing.” This occurs when you receive an email from what appears to be a legitimate source requesting personal data from you. Please be aware that we will not send you any emails requesting you to verify credit card, bank information, or any other personal data. If you ever receive an email that appears to be from us requesting such information from you, do not respond to it, and do not click on any links appearing in the email. Instead, please forward the email to us at, as we will investigate instances of possible Internet fraud.

Data Retention

We retain the pseudonymous data collected on our Websites for up to 18 months. After 18 months (or sooner) the data is de-identified or aggregated and stored for up to 3 additional years.

MadisonDSP also maintains a Data Retention Policy that details the retention period for personal data based on our analysis of how long the specific data is reasonably required for legal or business purposes. When we no longer need personal data, we securely delete or destroy it. Aggregated data, which cannot identify a device/browser (or individual) and is used for purposes of reporting and analysis, is maintained for as long as commercially necessary.

4. Children

None of our services are directed to children under 16. We do not knowingly collect personal data from anyone under 16 years of age. If we determine upon collection that a Site Visitor, a User or a Business Partner is under 16, we will not use or maintain his/her personal data. If we become aware that we have unknowingly collected personal data from a child under the age of 16, we will make reasonable efforts to delete such information from our records. If you’re a kid, please go play in the yard, don’t use or interact with MadisonDSP!

5. European Territory Citizens

In compliance with European privacy laws, in particular the European General Data Protection Regulation (GDPR), MadisonDSP provides specific additional rights for citizens of the European Territories such as the right to access, rectification, right to object, to complaint, erasure and blockage. More specifically:

  • the right to request information about whether and which personal data is processed by us, and the right to demand that personal data is rectified or amended.
  • under certain circumstances, the right to request that personal data should be deleted.
  • under certain circumstances, the right to demand that the processing of personal data should be restricted.
  • withdraw your consent to the processing and use of your data completely or partially at any time with future application.
  • have the right to obtain your personal data in a common, structured and mechanically readable format.
  • contact our data protection officer if there are any questions, comments, complaints or requests in connection with our statement on data protection and the processing of your personal data.
  • the right to complain to the responsible supervisory authority if believed that the processing of your personal data is in violation of the legislation.

In addition to the above, we reference certain rights for European Territory citizens throughout this Privacy Policy. Pursuant to the GDPR, citizens from “European Territories” mean the European Economic Area (EEA) and Switzerland. For the purpose of this Privacy Policy, the term “European Territories” shall continue to include the United Kingdom, even after the United Kingdom leaves the European Economic Area following Brexit.

Please email with any questions about exercising any of the above rights.

6. California Privacy Rights

(a) Your Rights

As a California resident, you have the rights listed below. However, these rights are not absolute, and in certain cases we may decline your request as permitted by law.

  • Information. You can request the following information about how we have collected and used your Personal Information during the past 12 months:
    • The categories of Personal Information that we have collected.
    • The categories of sources from which we collected Personal Information.
    • The business or commercial purpose for collecting and/or selling Personal Information.
    • The categories of third parties with whom we share Personal Information.
    • Whether we have disclosed your Personal Information for a business purpose, and if so, the categories of Personal Information received by each category of third party recipient.
    • Whether we’ve sold your Personal Information, and if so, the categories of Personal Information received by each category of third party recipient.
  • Access. You can request a copy of the Personal Information that we have collected about you during the past 12 months.
  • Deletion. You can ask us to delete the Personal Information that we have collected from you.
  • Opt-out of sales. If we sell your Personal Information, you can opt-out. In addition, if you direct us not to sell your Personal Information, we will consider it a request pursuant to California’s “Shine the Light” law to stop sharing your personal information covered by that law with third parties for their direct marketing purposes.
  • Opt-in. We contractually prohibit our publishing and advertising clients from placing our technology on pages that target individuals younger than 16 years old. If we learn that you are younger than 16 years old, we will ask for your permission (or if you are younger than 13 years old, your parent or guardian’s permission) to sell your Personal Information before we do so.
  • Non-discrimination. You are entitled to exercise the rights described above free from discrimination. This means that we will not penalize you for exercising your rights by taking actions such as denying you services; increasing the price/rate of services; decreasing service quality; or suggesting that we may penalize you as described above for exercising your rights.

(b) How to exercise your rights. You may exercise your California privacy rights described above as follows:

  • Right to information, access and deletion. You can request to exercise your information, access and deletion rights by:
  • Right to opt-out of the “sale” of your Personal Information. We do not sell your Personal Information in the conventional sense (i.e., for money). However, like many companies, we use services that help deliver interest-based ads to you. California law classifies our use of these services as a “sale” of your Personal Information to the companies that provide the services. This is because we allow them to collect information from our website users (e.g., online identifiers and browsing activity) so they can help serve ads more likely to interest you. To opt-out of this “sale”, click on this link which will take you to our a page where you can opt out of personalised recommendations.

We will need to confirm your identity and California residency to process your requests to exercise your information, access or deletion rights. We cannot process your request if you do not provide us with sufficient detail to allow us to understand and respond to it.

7. “Do Not Track” Disclosure

Some browsers transmit Do Not Track (DNT) signals to websites. Because there is no common understanding of how to interpret the DNT signal, MadisonDSP does not currently alter, change, or respond to DNT requests or signals from these browsers. We will continue to monitor industry activity in this area and reassess our DNT practices as necessary. In the meantime, you can use the range of other tools we provide to control data collection and use, including the ability to opt out of receiving personalized recommendations in the Users section.

8. How This Privacy Policy May Change

We may change this Privacy Policy from time to time. We will place a prominent notice that will be visible to you as a Site Visitor or Business Partner, but we do not have a means of advising Users of an update. You should check back here periodically to see if the Privacy Policy has been updated. We will always show the date of the latest modification of the Privacy Policy at the top of the page so you can tell when it was last revised.