Sparteo Services Privacy Notice
On this page
- Our activities
- Data we use and their sources
- How we use data
- How we disclose data
- Data retention
- Our participation in the IAB TCF
- Legal basis for processing your personal data
- Your privacy rights
- Data transfer outside the EU/EEA
- Privacy Notice for US residents
- Contact Us
When we say “Sparteo,” “we,” or “us” in this privacy policy, we mean the Sparteo group, including its subsidiaries and affiliates that acts as the controller of your data.
Our activities
Sparteo provides technology to publishers that can be used to:
- (i) optimize the sale of advertising impressions through programmatic auctions;
- (ii) measure advertising performance and revenue; and
- (iii) distribute and monetize video and audio content embedded on publisher properties.
Data we use and their sources
Glossary
| Categories of data | Description |
|---|---|
| User Choice Data | Your choices regarding your data that you expressed on digital properties, including as codified by the IAB GPP or other industry frameworks, when available. |
| Identifiers |
|
| Device Data | Information about the browser you use (e.g., language, version, settings) or the device you use (e.g., language, version, model, operating system). |
| Internet Service Data | Information about your Internet service, including the IP address from which your device accesses the digital property. |
| Location Data | Information about your location, derived from your device’s IP address or your mobile operator. This can include approximate location (country, region or city) and, during the bidding process, more precise location data such as latitude/longitude and postal/ZIP code. |
| Contextual Data |
Contextual information about the ad space available on the digital property you visit, including:
|
| Engagement Data |
Information about your engagement with contents displayed by our publishers and advertisements we served, including:
|
| Demographic Data | Demographic information that may be provided to us by the publisher such as gender and year of birth. |
Data we collect ourselves
We collect the following categories of data from publishers’ digital properties using our services (please refer to the glossary above for further information):
- Identifiers
- User Choice Data
- Device Data
- Internet Service Data
- Location Data
- Contextual Data
- Engagement Data
Data from publishers
- Identifiers
- Demographic Data
Data from demand partners
- Bid Reply Data
Data from our processors
- Location Data
How we use data
Data is used for the following purposes:
| Purposes of use | Examples / Description | Data we use | Legitimate interest pursued |
|---|---|---|---|
| Managing ad auctions and display | Delivering ads that may be of interest to you based solely on the content or context of the digital property you visit and preventing ads from being served in an unsuitable context. |
|
Preserve the business model of our publishing clients and the funding of freely accessible digital content |
| Limiting the number of times the audience sees an ad | Preventing you from seeing the same ad too many times. |
|
Improve your experience |
| Measuring the effectiveness of ads and content | Assessing ads and ad campaigns performance by tracking metrics such as your engagement with ads and your interaction with our clients’ digital properties resulting from ads. |
|
Provide publishers and advertisers with reliable, aggregated performance information |
| Ensuring security, preventing malicious or fraudulent activity, monitoring of our systems, debugging | Protecting publishers, brands and us from fraudulent behavior, identifying invalid ad impressions and interaction with ads, and more generally ensuring the security of the Platform. |
|
Protect publishers, advertisers, users and Sparteo |
| Synchronizing identifiers with our demand partners | Synchronizing identifiers from all the third-party advertising platforms we work with, so that they can identify you, and be able to apply their delivery rules. |
|
N/A |
| Developing and improving Sparteo products and services | Improving products and services and building new products and services. | All data we collect ourselves | Maintain, secure and enhance our technologies |
How we disclose data
We are committed to apply appropriate measures to ensure that any disclosure of data complies with applicable privacy laws and regulations and your choices, while prioritizing the protection of your privacy and the confidentiality of your data.
Data may be disclosed to the following categories of third parties:
- Third party advertising platforms – We may disclose your data to third party advertising platforms to allow them to bid on and fill ad spaces on digital properties with their own ad campaigns. Click here to view the list of third-party advertising platforms we work with.
- Vendors, and other service providers – We may disclose your data to third-party service providers, vendors, contractors, or agents so that they can perform functions on our behalf and provide services necessary to the operation of the business, such as data hosting and fraud prevention.
- Subsidiaries and affiliates – We may disclose your data to our subsidiaries and affiliates when necessary for the purposes described in this policy.
- Any third party for legal, regulatory, judicial or administrative purposes – We may also disclose your data when we deem it necessary or appropriate for the following reasons: (i) to comply with applicable privacy laws and regulations; (ii) in response to subpoenas, warrants, or other legal processes; (iii) when required by public and government authorities; (iv) to enforce our terms and conditions; (v) when we believe in good faith that such disclosure is necessary to protect our rights or those of our affiliates and subsidiaries; and (vi) to establish or exercise our legal rights, or to defend against legal claims.
- Any third party for business transfer purposes – We may transfer your personal data in connection with an actual or proposed successor entity in the event of a corporate merger, consolidation, sale or transfer of all or a part of our business or assets, bankruptcy, or other corporate restructuring.
Data retention
We retain your data for the period necessary to fulfil the original purpose(s) for which it was collected, as outlined in this privacy policy. Typically, your data is kept in our systems for up to 12 months upon collection, then automatically deleted or aggregated.
Our participation in the IAB Transparency & Consent Framework (TCF)
We support industry initiatives for greater transparency and user control over the use of data for advertising purposes. This is why we participate in the IAB Europe Transparency & Consent Framework and in the IAB Canada Transparency & Consent Framework. Within these frameworks, Sparteo is registered both as a Vendor and as a Consent Management Platform (CMP). Our registration identifiers are:
| Framework | Vendor ID | CMP ID |
|---|---|---|
| IAB Europe TCF | 1028 | 388 |
| IAB Canada TCF | 1028 | 388 |
Sparteo as a registered Vendor
As a Vendor, we declare in the Global Vendor List (GVL) the purposes for which we process personal data, the legal basis we rely on for each purpose, the categories of data we collect, and our maximum data retention periods. The purposes below follow the standardised TCF taxonomy.
| Purpose (IAB TCF) | Legal basis we rely on | Maximum retention |
|---|---|---|
| 1. Store and/or access information on a device | Consent | See device-storage disclosures below |
| 2. Use limited data to select advertising | Consent or legitimate interest | 365 days |
| 3. Create profiles for personalised advertising | Consent | 365 days |
| 4. Use profiles to select personalised advertising | Consent | 365 days |
| 5. Create profiles to personalise content | Consent | 365 days |
| 6. Use profiles to select personalised content | Consent | 365 days |
| 7. Measure advertising performance | Consent or legitimate interest | 365 days |
| 8. Measure content performance | Consent or legitimate interest | 365 days |
| 9. Understand audiences through statistics | Consent or legitimate interest | 365 days |
| 10. Develop and improve services | Consent or legitimate interest | 365 days |
| 11. Use limited data to select content | Consent or legitimate interest | 365 days |
We also rely on legitimate interest for the following special purposes. They support the operation of the services and cannot be refused through the framework interface, but you retain your right to object under applicable law (see “Your privacy rights”):
| Special purpose (IAB TCF) | Legal basis | Maximum retention |
|---|---|---|
| 1. Ensure security, prevent and detect fraud, and fix errors | Legitimate interest | 365 days |
| 2. Deliver and present advertising and content | Legitimate interest | 365 days |
| 3. Save and communicate privacy choices | Legitimate interest | 365 days |
Features and special features. In support of one or more purposes, we use the following Feature: “Identify devices based on information transmitted automatically.” We do not rely on any Special Feature — in particular, we do not use precise geolocation data and we do not actively scan device characteristics for identification within the framework.
Categories of data we collect or hold. IP addresses; device characteristics; device identifiers; browsing and interaction data; non-precise location data; user profiles; and privacy choices.
Legitimate interest. Where we rely on legitimate interest, the interests we pursue are described in the “Use of data” table above. You may object to this processing at any time (see “Your privacy rights”).
Device storage and operational disclosures. We store and access information on your device using cookies and other similar technologies (such as local storage and mobile advertising identifiers). The maximum duration of the cookies we set is 365 days (31,536,000 seconds), and cookies may be refreshed during that period. A complete, machine-readable list of the storage we use, the domains involved and the duration of each is available in our Device Storage Disclosure at https://bid.bricks-co.com/.well-known/deviceStorage.json.
Sparteo as a registered Consent Management Platform (CMP)
We also operate a Consent Management Platform registered with IAB Europe (CMP ID 388) and IAB Canada (CMP ID 388). A CMP is the interface through which publishers gather, store and share your transparency and consent choices with the vendors participating in the framework. When we act as a CMP:
- we present, on the publisher’s digital property, the purposes for which data is processed, the vendors seeking to rely on a legal basis, and the means to accept, refuse and withdraw your choices at any time;
- we record your choices and encode them in a standardised signal (the “TC String” under the TCF and, where applicable, the IAB Global Privacy Platform string), which we store on your device and make available to vendors so that they apply your choices;
- you can revisit and change your choices at any time by re-opening the consent interface on the relevant digital property, or through our Privacy Portal;
- we process your User Choice Data for this purpose (see the special purpose “Save and communicate privacy choices” above).
Specific information for the IAB Canada TCF
Our participation in the IAB Canada TCF is grounded in Canadian privacy law, in particular the Personal Information Protection and Electronic Documents Act (PIPEDA) and, in Québec, the Act respecting the protection of personal information in the private sector (Law 25). Under the Canada TCF, the legal basis for processing is expressed as the user’s permission — that is, express or implied consent as permitted under Canadian privacy law. The purposes, categories of data and retention periods we declare correspond to those set out above.
Legal basis for processing your personal data
Our legal basis for collecting and using your data depends on applicable laws and on preferences set by the Publishers we work with through their consent management platform. When EU regulations apply, we rely on consent where it is the only legal basis allowable, either because of EU regulations themselves or because the Publishers chose to restrict the use of legitimate interest as a legal basis. For the other purposes, we rely on legitimate interest.
Your privacy rights
You have the following rights over your personal data:
- The right to withdraw your consent – You have the right to change your mind at any time and withdraw the consent you gave to the processing of your data by Sparteo.
- The right to rectification – You have the right to rectify inaccurate data or have incomplete data be completed.
- The right to be forgotten – You have the right to request the deletion of your data we may hold.
- The right to restriction of processing – Under certain circumstances, you have the right to ask us to restrict processing of your data.
- The right to object – You have the right to object, at any time and on grounds relating to your particular situation, to processing of your data that is based on our legitimate interests, including profiling based on those interests. Where you object, we will stop the processing unless we can demonstrate compelling legitimate grounds that override your interests, rights and freedoms, or that the processing is needed to establish, exercise or defend legal claims.
- The right to data portability – You have the right to ask that we transfer the data you gave us to another organisation, or to you, in certain circumstances.
- The right of access – You have the right to obtain a copy of all your personal data we may hold.
- The right to lodge a complaint to a data protection authority about our collection and use of your personal data. For more information, please contact your local data protection authority.
If you wish to exercise your right to object, to be forgotten or to access your data, please visit our Privacy Portal.
Data transfer outside the EU/EEA
During the delivery of our services, your data may be transferred to our service providers and/or partners, in countries outside the EU/EEA that are subject to different standards of data protection which may not provide the same level of protection as your jurisdiction. In such cases, when these countries do not benefit from an adequacy decision under Article 45 of the GDPR, we take appropriate steps to ensure that transfers of data are in accordance with applicable privacy laws and regulations, such as relying on the EU-US Data Privacy Framework or requiring the recipient to comply with the Standard Contractual Clauses adopted by the European Commission.
Privacy Notice for US residents
Certain disclosures described above may sometimes constitute a sale or sharing, or the use of personal data for targeted advertising as defined under State Privacy Laws.
You may opt out of these activities by following the steps on our Privacy Portal. Note that because these opt outs are specific to the device or browser on which they are exercised, you will need to opt out on each browser and device. If you live in California or Colorado, you may also opt out by visiting our websites with a legally recognized universal opt-out signal enabled, such as the Global Privacy Control.
You have the right not to receive discriminatory treatment for the exercise of the privacy rights conferred by the CCPA.
If you reside in California, you may also designate an authorized agent to submit an access, deletion, or correction request on your behalf. We may ask authorized agents to submit proof of their authority to make a request, such as a valid power of attorney or proof that they have signed permission from the consumer who is the subject of the request. In some cases, we may contact the individual who is the subject of the request to verify their own identity or confirm the authorized agent has permission to submit the request. If you are an authorized agent seeking to make an access, correction, or deletion request on behalf of a California resident, please email us at dpo@sparteo.com.
If we deny your request to exercise your rights, you may appeal our decision by contacting us at dpo@sparteo.com. If you have concerns about the result of an appeal and are a US resident, you may contact the attorney general in the state where you reside.
For the purposes of US State Privacy Laws, the categories of personal information described above correspond to the following statutory categories under California Civil Code §1798.140:
| Personal information we collect | CCPA category |
|---|---|
| User Choice Data | Internet / electronic network activity information |
| Identifiers | Identifiers |
| Device Data | Internet / electronic network activity information |
| Internet Service Data | Identifiers |
| Location Data | Geolocation data |
| Contextual Data | Internet / electronic network activity information |
| Engagement Data | Internet / electronic network activity information |
| Demographic Data | Characteristics of protected classifications |
We do not knowingly collect the personal information of minors under 16 years of age.
In the preceding twelve months, we have shared, and/or sold, the above mentioned categories of personal information for the commercial purpose of providing advertising and analytics services with the categories of third parties described in the “Third party advertising platforms” section above.
We also have disclosed the following categories of personal information to service providers and contractors for the business purposes set out in the “How we disclose data” section above (including data hosting, operation and security of the platform, and fraud prevention): Identifiers; Internet or other electronic network activity information; and Geolocation data.
During the period January 1, 2025 to December 31, 2025, we received the following number of requests from individuals in the United States:
- Requests to know from individuals: 0 requests.
- Requests to delete from individuals: 0 requests.
- Requests to opt out from individuals: 0 requests.
Contact Us
If you have any questions or concerns regarding this Policy or our privacy practices, please contact Sparteo’s Data Protection Officer:
- by email at dpo@sparteo.com; or
- by mail using the details provided below:
Sparteo – 96 rue du Pont Rompu – 59200 Tourcoing, France