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  • Data Processing

Data Processing

Updated: 2024-06-12

Table of content

Samhub is a data service for marketers & publishers that aim to personalize user experiences online with a more personal and relevant experience both in terms of editorial content and advertising. Samhub provides a secure way of doing this by relying on 1st party data and 1st party IDs. This means that the data processed and shared with the users remain in the control of the data controller to whom they granted their permission to process and store their data.
This information should be communicated by our customers to the users and visitors so that they are properly informed about the processing done by our services. 

Data Processing Description

Data that is processed by Samhub
The following data may be processed by our service:
  • Browser settings information, such as but not limited to: language setting, browser type, browser version, local storage, cookie storage.

  • Browsing history information, such as but not limited to: URLs visited, time stamp, local storage, cookie storage.

  • User login information (only when it is actively pushed by the customer to the Samhub services through our secure APIs), such as but not limited to: e-mail, phone number, name, address, year of birth, gender.
Purpose of the processing
The purpose of the processing is to create user audiences/segments/cohorts that are as accurate as possible and linked to the website or network that the users visits so that the user experience can be tailored to their specific interests, life phase or online behaviour. This will make it possible to serve more relevant content, both editorial and commercial.
Correctness and accuracy
Our goal is to provide as accurate and correct information as possible, for the sake of our customers but also for the sake of the Internet users. We operate with both probabilistic models and deterministic models to apply information. It is up to our customers what information they want to leverage and what level of exactness they wish to attain. Depending on what information is pushed to the services it sets the limit as to the accuracy possible for the service.
As our customers are data controllers we act as data processors, legal ground is established by the data controllers. We recommend that our customers properly evaluate their legal ground, with poper legal advice, and to the extent possible rely on consent as their legal ground for processing data through our service. 
Data that is stored by Samhub
The following information may be stored by our service:
  • Random Cookie ID, 1st & 3rd party.

  • Cookie-matched IDs (the IDs that are matched to other platforms), 1st or 3rd party.

  • One-way encrypted personal identifiers: name, address, e-mail, phone number.

  • Audience attributes linked to the IDs.
Data exported by Samhub
The following information may be transfered outside of the service, but always in alignment with the data processing agreement we have with our customers:
  • Grouped cookie-matched IDs (the IDs that are matched to other platforms), 1st or 3rd party.

  • Audience/segment/cohort description linked to the above mentioned grouped IDs.

  • On-page attributes (audience attributes exposed in real time on the page for other systems to respond to with content) without any IDs (ID-free export).
Privacy by design
At the core of the Samhub service is the protection of the integrity of Internet users. When the service was first designed we decided that we should not hold any personal information in clear text. This means that Internet users can feel safe in that we do not hold any information that can identify them, unless they provide the information anew. 
In practice this means that if a customer uses our service and leverage login data into audiences the customer needs to provide the user information again in order for our service to find the user. This means we do not hold any Personally Identifiable Information (PII) that could let us identify the user on our own.
The public IDs exposed in the browsers are random in nature, no matter what data processing has been done the ID set in a user browser is randomly generated. Giving an additional layer of protection for the users integrity.
As the service is based on 1st Party Data the users, IDs and audiences become directly linked to the domain that the users visits, the domain the user grants permission to and the domain owner that have the agreement with Samhub. This makes our service more secure and significantly decreases the risk of user data being used outside of the context of where the permission was granted.
Data Minimization Policy
We apply a data minimization policy on our services. This means that we don’t store data for the sake of storage. We store data that is needed to deliver our services to our customers, no more no less. 
Sub-processing limiting
Avoiding exposure of aggregated data and not passing multiple data variables to sub-processors is another way of creating privacy by design. Because it is in the connection of different data points that users may be identified. By limiting the data passed to any given sub-processor to the absolute minimum necessary, as well as removing user identifiers from the processing, we are able to avoid this. This means using different providers for different parts of the data processing, so that no single sub-processor will have enough information to identify a user.

Contact information

Data Protection Officer

Martin Bergqvist – [email protected]

Digital Brain Nordic AB

Kungsportsaveneyen 21, 41136 Göteborg Sverige

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