Guidance
Roles of third-party vendors currently used to deliver digital advertising for the Cabinet Office
Updated 31 July 2026
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| Partner | Category | Campaign Role & UK GDPR Status |
|---|---|---|
| GumGum | Contextual & Attention Intelligence | Joint-Controller. Evaluates environment variables to place contextually aligned units. |
| Fifty | Data Partner (Audience Insights & Graph) | Independent Controller. Maps public interest graphs to generate proprietary targeting structures. |
| Eyeota | Data Partner (Audience Syndicate) | Independent Controller. Aggregates data from global publishers and offline data partners into buyable segments. |
| Acxiom | Data Partner (Consumer Intelligence) | Independent Controller. Processes independent data inputs to license specialized targeting cohorts. |
| Grapeshot (Oracle Contextual) | Data Partner (Contextual Intelligence) | Independent Controller (or non-personal data processor). Crawls page environments to assess brand safety and keyword relevance. |
| Experian | Data Partner (Demographics & Financial) | Independent Controller. Pre-models and licenses cohorts based on proprietary offline census and financial markers. |
| LiveRamp | Data Partner (Identity & Onboarding) | Processor. Operates strictly on client instructions to match and onboard specific audiences. |
| Audience Origin (Choreograph) | Data Partner (Insights & Research) | Independent Controller (or Joint-Controller during active custom client data fusions). Powered by Choreograph’s identity infrastructure. |
| YouGov | Data Partner (Opinion & Profiling) | Independent Controller. Data is collected and managed independently via opt-in panel members. |
| Google DV360 | Demand-Side Platform (DSP) | Joint-Controller. Processes device identifiers and bidding parameters to optimize ad delivery. |
| The Trade Desk | Demand-Side Platform (DSP) | Joint-Controller. Manages programmatic auctions, frequency capping, and audience data overlay. |
| Spotify | Media Partner (Audio & Podcast) | Joint-Controller. Shared control over active acoustic profile tracking and user playlist signals. |
| Mobsta | Media Partner (Location & Sustainability) | Joint-Controller. Gathers and maps geographical coordinates to active programmatic auctions. |
| Blis | Media Partner (Location-Based) | Joint-Controller. Processes location signals and coordinates with mobile exchanges to establish geographical segments. |
| Google Ads | Media Partner (Search & Video) | Joint-Controller. Google determines the processing methods for custom targeting and measurement analytics. |
| Captify | Media Partner (Search Intelligence) | Joint-Controller. Collects search terms across publishers to determine user intent parameters. |
| Meta (Facebook & Instagram) | Media Partner (Social) | Joint-Controller. Shared responsibility for demographic and pixel-based custom audience generation. |
| Snap (Snapchat) | Media Partner (Social) | Joint-Controller. Governs camera interactions, AR lens metrics, and custom visual demographics. |
| Media Partner (Social/Communities) | Joint-Controller. Manages forum (subreddit) engagement data and targets based on community affinities. | |
| Media Partner (Social/Discovery) | Joint-Controller. Shared control over visual interaction data and pin interest mapping. | |
| TikTok | Media Partner (Social/Video) | Joint-Controller. Handles viral interaction data, in-feed interest maps, and behavioural video tracking. |
| Amazon | Media Partner & DSP | Joint-Controller. Utilizes proprietary purchase signals and identity graphs to serve targeted advertising. |
| Hearst | Publisher (Lifestyle Portfolio) | Independent Controller. Manages first-party digital behavioural data across its portfolio. |
| Reach | Publisher (Local & National) | Independent Controller. Manages local and national reader behavioural footprints on its own networks. |
| MMM (Mail Metro Media) | Publisher (News & Mass Reach) | Independent Controller. Manages reader profiling and segment grouping on national publisher domains. |
| Guardian | Publisher (News Brand) | Independent Controller. Governs first-party reader and subscriber data on its platforms. |
| News UK | Publisher (News Brand) | Independent Controller. Governs reader profiles and subscription lists across news platforms. |
| Future | Publisher (Specialist Media) | Independent Controller. Operates context-driven interest profiling on its own media properties. |
| Channel 4 | Publisher & Broadcaster (BVOD) | Joint-Controller (where retail data matching is active) / Independent Controller (for standard broadcaster targeting). |
| ITV / ITVX | Publisher & Broadcaster (BVOD) | Joint-Controller (via Planet V matchings) / Independent Controller (for standard digital media delivery). |
| Sky | Publisher & Broadcaster (BVOD) | Joint-Controller (for AdSmart matched matching) / Independent Controller (standard short-form video). |
| The Ozone Project | Publisher Coalition | Joint-Controller. Governs reader-matching keys and publisher-level identification. |
| DoubleVerify | Verification & Measurement Partner | Processor. Strictly monitors campaign delivery metrics under WPP’s direct instructions. |