Last updated: 10 February 2026

Privacy Policy

WallyMatters B.V. (“WallyMatters”, “we”, “us” or “our”) values privacy and is committed to protecting personal data. This Privacy Policy explains how we process information in connection with our advertising measurement and brand impact services.

WallyMatters provides advertising measurement and brand intelligence services for advertisers and agencies.

This Privacy Policy applies to:

• visitors of our website, and
• data processed through our advertising measurement and research technology

For questions about this Privacy Policy or our data practices, please contact us using the contact details available on our website.
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1. Who we are

WallyMatters B.V.
The Netherlands

WallyMatters provides advertising measurement and brand intelligence services for advertisers and agencies.

For questions about this Privacy Policy or our data practices, please contact us using the contact details available on our website.
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2. What WallyMatters does

WallyMatters helps advertisers understand how digital advertising contributes to brand outcomes such as:

• Brand awareness
• Ad recall
• Brand preference
• Brand consideration
• Purchase intent

Our services are designed to operate on a statistical and aggregated level. We do not provide services aimed at identifying, targeting or profiling individual users for commercial purposes.
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3. What data we process

3.1 Advertising exposure data

When an advertisement is displayed, WallyMatters processes limited technical information to measure advertising exposure, including:

• Timestamp of the exposure
• Campaign, placement and creative identifiers
• Site or platform identifier
• Media environment (e.g. display, video, CTV)
• Device type and high-level technical characteristics

This data is used exclusively to measure and analyse advertising effectiveness.

WallyMatters measurement technology typically operates through a lightweight measurement pixel or equivalent server-side integration that records when an advertisement is rendered. This technology does not modify advertising content and does not enable behavioural targeting.

3.2 Identifiers used for measurement and research delivery

Where available, WallyMatters may process advertising-related identifiers (such as mobile advertising identifiers or equivalent platform-based identifiers) to distinguish exposed and non-exposed groups for measurement purposes.

Where no persistent cookie is available or consented to, a short-lived, deterministic identifier may be generated using technical request information (for example, a hashed combination of IP address and browser information). These identifiers rotate periodically and are designed to prevent long-term tracking of individuals.

These identifiers are:

• pseudonymous
• used solely for measurement and research purposes
• not used to directly identify individuals
• not used for cross-site tracking or commercial targeting

These identifiers may also be used, via advertising technology platforms, to enable the delivery of research instruments (such as surveys) to specific groups (for example exposed or control groups) for the purpose of brand impact analysis.

WallyMatters may set a cookie (wm_id) via pxl.wallymatters.com to link advertising exposure events to survey responses for statistical brand lift measurement. This cookie has a maximum retention period of 30 days, is set only where consent has been obtained, and is used solely for measurement purposes. No behavioural targeting or cross-site tracking takes place on the basis of this cookie.

IP addresses are processed transiently in memory for technical purposes such as impression deduplication and are not retained, shared, or used for targeting.

No cross-site tracking, behavioural profiling, or commercial targeting takes place.

3.3 User agent information

WallyMatters may process limited technical browser information (such as user-agent strings) for the purpose of:

• verifying correct implementation of measurement technology
• distinguishing between inventory types (e.g. in-app versus web or CTV environments)
• detecting technical anomalies or invalid traffic
• maintaining the integrity and reliability of measurement results

This information:

• is not used for profiling or individual-level decision making
• is retained only for a limited period
• is minimised or removed where possible in line with the principle of data minimisation

3.4 Survey and research data

WallyMatters analyses survey responses collected via research partners to measure brand impact. These responses are:

• collected anonymously or pseudonymously
• not directly identifiable
• processed only in aggregated form

WallyMatters does not receive names, email addresses, phone numbers or account details of survey respondents.
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4. What we do not do

WallyMatters does not:

• build personal profiles of individuals
• track individuals across websites or applications for marketing purposes
• use data for behavioural targeting or commercial retargeting
• sell, rent or trade personal data
• combine advertising data with external datasets to identify individuals

Any use of audience segmentation is strictly limited to the delivery of research surveys for the purpose of measuring brand impact.
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5. Legal basis for processing

Under the General Data Protection Regulation (GDPR), WallyMatters processes data based on:

Legitimate interest (Article 6(1)(f) GDPR)

Our legitimate interests include:

• measuring advertising effectiveness
• improving media quality and accountability
• providing aggregated insights to advertisers

These interests are carefully balanced against the rights and freedoms of individuals.

5.1 Legitimate Interest Assessment

WallyMatters has conducted a Legitimate Interest Assessment (LIA) in accordance with applicable data protection laws.

• The purpose of the processing: measuring advertising effectiveness and generating aggregated brand insights
• The necessity of the processing: the data processed is strictly limited to what is required to perform accurate measurement and analysis
• The impact on individuals: data is processed in a pseudonymous manner, is short-lived, and is not used for profiling, targeting, or cross-site tracking

WallyMatters has concluded that:

• The processing has minimal impact on individuals
• Individuals would reasonably expect such processing in the context of digital advertising measurement
• The legitimate interests pursued are not overridden by the rights and freedoms of individualsIndividuals have the right to object to processing based on legitimate interest at any time.
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6. Data retention

WallyMatters retains data only for as long as necessary to fulfil the purposes described in this Privacy Policy.

Raw event-level data is retained only for a limited period necessary for validation, deduplication and quality control, after which it is deleted or aggregated.

In principle:

• Raw technical event data is retained for a limited period, generally not exceeding three (3) months
• After this period, data is deleted or aggregated and anonymised so it can no longer be linked to individual requests or devices

Aggregated and anonymised statistical insights may be retained for longer periods for reporting, benchmarking and research purposes.
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7. Data sharing and processors

WallyMatters may use carefully selected service providers to operate its platform, such as:

• cloud infrastructure providers
• database and analytics services
• research and survey partners
• advertising technology platforms (DSPs), solely to facilitate the technical separation of exposed and control groups for research and measurement purposes

All service providers act as data processors and process data only:

• on our documented instructions, and
• for the purposes described in this Privacy Policy

WallyMatters does not share data with third parties for their own marketing purposes.
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8. International data transfers

Where data is processed outside the European Economic Area (EEA), appropriate safeguards are in place, including:

• Standard Contractual Clauses approved by the European Commission
• appropriate technical and organisational security measures
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9. Security measures

WallyMatters implements appropriate technical and organisational measures to protect data, including:

• encryption of data in transit
• access controls and role-based permissions
• logging and monitoring of system access
• segregation of environments
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10. Rights of individuals

Under the GDPR, individuals have certain rights, including:

• the right to access personal data
• the right to object to processing based on legitimate interest
• the right to request deletion or restriction, where applicable

Because WallyMatters processes data in a pseudonymised and aggregated manner, it may not always be possible to identify individual records. Requests will be assessed and handled in accordance with applicable law.
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11. Changes to this Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our services, technology or legal requirements. The most recent version will always be available on our website.
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12. Contact

For questions about this Privacy Policy or our data practices, please contact us at info@wallymatters.com or via the contact details provided on our website.

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