Guidance

Roles of third-party vendors currently used to deliver digital advertising for the Cabinet Office

Updated 16 May 2022

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This publication is available at https://www.gov.uk/government/publications/privacy-notice-for-cabinet-office-digital-advertising/roles-of-third-party-vendors-currently-used-to-deliver-digital-advertising-for-the-cabinet-office--2

Media buying agency

Activity:

  • Direct Buying
  • Campaign Reporting
  • Campaign Conversion Reporting

Data processing role:

  • Processor

Vendor:

  • OmniGOV (Manning Gottlieb OMD)

Third-party data providers

Activity:

  • Data Segment Creation

Data processing role:

  • Controller

Vendors:

  • Acxiom
  • Audiences by Oracle (BlueKai, Datalogix, AddThis)
  • Data Alliance
  • Datonics
  • Eyeota
  • Fifty
  • Grapeshot Referrer Data
  • Lotame
  • Nielsen
  • Oracle
  • Semasio
  • VisualDNA

Data providers

Activity:

  • Viewability and Verification

Data processing role:

  • Controller

Vendors:

  • ​​DoubleVerify
  • Integral Ad Science

Demand Side Platforms (DSPs) and Supply Side Platforms (SSPs)

The Trade Desk

Activity:

  • Direct Buying
  • Programmatic Buying
  • Running Ad Auction

Data processing role:

  • Joint-Controller

Vendors:

  • Xandr - Monetize SSP (AppNexus)
  • Yahoo Exchange
  • FreeWheel
  • Google
  • ImproveDigital
  • OpenX
  • PubMatic
  • Magnite DV+
  • SpotX
  • TeadsTV
  • Unruly
  • Adyoulike
  • Groundtruth
  • BidSwitch
  • GumGum
  • Index Exchange
  • Sharethrough
  • SmartAdServer
  • TripleLift

Display Video 360

Activity:

  • Direct Buying
  • Programmatic Buying
  • Running Ad Auction

Data processing role:

  • Joint-Controller

Vendors:

  • AppNexus (Xandr)
  • Yahoo Exchange
  • FreeWheel SSP
  • Google Ad Manager
  • Improve Digital
  • ONE by AOL: Display Market Place
  • ONE by AOL: Mobile
  • OpenX
  • PubMatic
  • Magnite DV+
  • SpotX
  • TeadsTv
  • Magnite CTV
  • Index Exchange
  • SmartRTB+
  • BidSwitch

Amazon

Activity:

  • Direct Buying
  • Programmatic Buying
  • Running Ad Auction

Data processing role:

  • Joint-Controller

Vendors:

  • Amazon
  • IMDB
  • Amazon Publisher Service
  • Xandr
  • Verizon Media Exchange
  • OpenX
  • Google AdX
  • PubMatic
  • Magnite DV+
  • Index
  • Smartadserver

Yahoo

Activity:

  • Direct Buying
  • Programmatic Buying
  • Running Ad Auction

Data processing role:

  • Joint-Controller

Vendors:

  • AdX (DoubleClick)
  • Xandr
  • FreeWheel
  • Yahoo Exchange
  • ImproveDigital
  • OpenX
  • Pubmatic
  • Magnite DV+
  • SpotXchange
  • Teads
  • Unruly
  • Adyoulike(BSW)
  • Index
  • ShareThrough
  • Smart Adserver (BSW)
  • TripleLift

Adobe

Activity:

  • Direct Buying
  • Programmatic Buying
  • Running Ad Auction

Data processing role:

  • Joint-Controller

Vendors:

  • Adap.tv
  • Google Adx
  • SpotX
  • Magnite DV+
  • MoPub
  • Yahoo
  • AppNexus
  • Freewheel SSP
  • Teads.tv
  • OpenX
  • AOL
  • Pubmatic New ortb2.2
  • Unruly
  • Index
  • Triplelift
  • Sharethrough
  • Vungle

The current contractual position of most vendors is that they consider themselves as a Processor. The Cabinet Office continues to work with its media buying agency to set up joint-controllership agreements with relevant vendors, which is dependent on the stance vendors adopt in response.

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