TEKMA follows the General Data Protection Regulation (GDPR) and respects the consent and objection signals it receives from its partners. For a small number of activities that protect the security and quality of our data platform and of the campaigns it supports, we rely on legitimate interest as our legal basis. This page explains what those activities are and how you can object to them.
1. What we process under legitimate interest
Our platform receives technical data from data partners, publishers, SSPs, DSPs and other authorised technology partners. This may include IP addresses, mobile advertising identifiers, device type, operating system, approximate location derived from an IP address, timestamps, and technical details of advertising requests and impressions.
We process this data under legitimate interest only where it is needed for the following purposes:
Fraud prevention and invalid traffic detection
We run automated checks to identify bots, emulators, spoofed or manipulated devices, duplicated signals and other invalid traffic, so that it is kept out of our audience segments and away from client campaigns.
Data quality and integrity
We validate incoming partner data, for example by checking that identifiers are properly formed, that signals are consistent, and that location data is realistic. This keeps segments accurate and stops corrupted or fabricated data from entering the platform.
Security and technical operation
We use technical data to keep the platform and our integrations with DSPs running safely and reliably, and to detect, investigate and fix errors, outages and security incidents.
Protecting our clients’ media investment
Filtering out non-human and fraudulent activity means clients pay for real audiences and can trust the reporting they receive.
2. Our Legitimate Interest Assessment
Before relying on legitimate interest, TEKMA carried out an assessment covering three questions:
- Purpose: fraud prevention, security and data quality are recognised as legitimate interests under the GDPR and benefit clients, partners and individuals alike.
- Necessity: these checks cannot be carried out effectively without some technical data, and we use only the data reasonably needed for each check.
- Balance: the data involved is technical and largely pseudonymous, is not used to profile individuals for advertising under this legal basis, and is kept only as long as needed. Individuals can reasonably expect this kind of security processing, and they can object at any time.
Based on this assessment, we concluded that these interests do not override the rights and freedoms of the individuals concerned. We review the assessment periodically and whenever our processing changes.
3. What legitimate interest does not cover
TEKMA does not rely on legitimate interest for any activity that requires consent under applicable law. In particular, the following are carried out only with consent:
- building advertising profiles and assigning devices to interest-based audience segments;
- activating segments for personalised advertising;
- using precise geolocation data; and
- storing or accessing information on a user’s device, where consent is required.
4. Your right to object
Under Article 21 of the GDPR, you can object at any time to the processing of your personal data based on legitimate interest. Where a website or app uses a Consent Management Platform, you can also object through its privacy settings.
When we receive an objection, we stop the relevant processing unless we can show compelling legitimate grounds that override your interests, rights and freedoms, or the processing is needed to establish, exercise or defend legal claims.
For more about how we handle personal data, see our Privacy Policy.
5. Contact us
To ask a question, exercise your rights or object to processing based on legitimate interest, contact us: