Last updated: 02 October 2026
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:
For questions about this Privacy Policy or our data practices, please contact us using the contact details available on our website.
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.
WallyMatters helps advertisers understand how digital advertising contributes to brand outcomes such as:
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.
When an advertisement is displayed, WallyMatters processes limited technical information to measure advertising exposure, including:
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.
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 appropriate and permitted under the applicable legal basis, a short-lived, deterministic identifier may be generated using limited 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 recognition of individuals.
These identifiers are:
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.
WallyMatters may process limited technical browser information (such as user-agent strings) for the purpose of:
This information:
WallyMatters analyses survey responses collected via research partners to measure brand impact. These responses are:
WallyMatters does not receive names, email addresses, phone numbers or account details of survey respondents.
WallyMatters does not:
Any use of audience segmentation is strictly limited to the delivery of research surveys for the purpose of measuring brand impact.
Under the General Data Protection Regulation (GDPR), WallyMatters processes personal data on the basis of consent and/or legitimate interests, depending on the processing activity, technical environment and requirements of the publisher or platform.
Consent (Article 6(1)(a) GDPR)
Where consent is required or selected as the applicable legal basis, WallyMatters processes data only after the required consent has been obtained through the relevant consent management mechanism.
This includes the use of cookies or similar device storage technologies where consent is required. The wm_id cookie is set only where the required consent has been obtained.
Legitimate interests (Article 6(1)(f) GDPR)
Where permitted and appropriate, WallyMatters may rely on legitimate interests for limited advertising measurement activities, including:
These interests are carefully balanced against the rights and freedoms of individuals.
IAB Europe Transparency & Consent Framework
WallyMatters participates in the IAB Europe Transparency & Consent Framework (TCF) and is registered as Vendor 1566.
For certain processing purposes, WallyMatters supports flexible legal bases. This allows publishers and their consent management platforms to determine whether processing takes place on the basis of consent or legitimate interest, where permitted under the TCF and applicable law.
Where a publisher requires consent for a processing purpose, WallyMatters respects that choice and processing for that purpose takes place only where the required consent signal is present.
WallyMatters has conducted a Legitimate Interest Assessment (LIA) in accordance with applicable data protection laws.
WallyMatters has concluded that:
Individuals have the right to object to processing based on legitimate interest at any time.
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:
Aggregated and anonymised statistical insights may be retained for longer periods for reporting, benchmarking and research purposes.
WallyMatters may use carefully selected service providers to operate its platform, such as:
Where service providers act as processors on behalf of WallyMatters, they process personal data only on our documented instructions and for the purposes described in this Privacy Policy.
Where a third party acts as an independent or joint controller, its processing is governed by the applicable data protection arrangements and privacy information.
WallyMatters does not share data with third parties for their own marketing purposes.
Where data is processed outside the European Economic Area (EEA), appropriate safeguards are in place, including:
WallyMatters implements appropriate technical and organisational measures to protect data, including:
Under the GDPR, individuals have certain rights, including:
Withdrawal of consent does not affect the lawfulness of processing carried out before consent was withdrawn.
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.
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.
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.
