Last updated May 7, 2015

Protected Media Ltd. ("Protected") is a cyber-security company providing its customer, including Web asset owners (online advertisers, online sellers etc.) ("Web Asset Owner") with transparency and accountability by identifying certain fraudulent behaviors in the internet, such as non-human website traffic, (often referred to as robot or bot), pretending to be human, and providing platforms to measure viewability metrics, contextual and environmental parameters (including website traffic quality characteristics) to identify if Web Asset Owner's content (such as advertising) can be seen in the proper format by the end user or in the agreed website and not in other website locations (“Protected Services”).  


This Privacy Policy describes our practices in connection with information that we collect through the Protected Services only.


The purpose of this privacy policy is to inform you of: (1) the types of information Protected may gather about you or your device when an advertisement or other content that is analyzed by us is delivered to you on a website you are viewing or in an app you are using; and (2) and how we may use that information.


Collection and Use of Internet Data


Protected Services include the following:

  • Decisioning of interaction opportunities, meaning that Protected's technology analyzes the available data characteristics of an interaction opportunity and determines—using customer-established profile settings—whether the customer’s content should be displayed or not.

  • Delivery information about the viewability of online display content, including: (i) whether a content meets certain criteria, set by industry standards boards and/or the client to be counted as a “Viewed interaction;” (ii) how long the content was displayed in the consumer’s web asset; and (iii) other key information about the display characteristics of the creative on the consumer’s web asset.

  • Data reporting about the context in which contents are displayed and information about whether a content being displayed is in compliance with: (i) the customer’s contractual terms; (ii) the insertion order governing our customer’s campaign; and/or (iii) profile settings our customer has established in our system.

  • Assetvisitation characteristics including visitor quality, fraud identification and other quality characteristics necessary to determine agreement compliance.

  • We may work (with our partners) to anonymously integrate content interaction data with data that our partners independently collect to deliver enhanced ad measurement services such as augmented and aggregated audience demographic reporting of campaign interactions viewed or brand lift metrics.


Protected Services may use pixels, javascript, flash codes and other similar technologies that can place a code on a web asset to collect information about content interaction. The types of data we collect using this technology include:


  • Standard HTTP header information including information such as IP address, Referring URL, User-Agent data (e.g., data that your browser transmits about itself when submitting an HTTP request) and other data including browser configuration parameters Information contained within a content, that includes information used to identify the Web Asset Owner displaying the content and the media property that sold the interaction.

  • Browser and computer environmental information necessary to determine the viewability of a content, which includes information such as ad size, ad location in the browser viewport, size of the browser viewport, size of the display, application in focus, browser tab in focus, and other data.


Protected Services include the detection and elimination of contents such ads Interaction Fraud, which is defined for purposes of this policy as the manipulation of ad serving, ad display or traffic activity such that ad interaction measurements are incremented inappropriately because the ads cannot be viewed by a user, are not served within operationally viewable parameters or were displayed as a result of machine-generated traffic. Our fraud services are not intended to address fraud as defined by law or as conventionally used in legal proceedings, but rather to address “fraud” as defined herein strictly for commercial measurement purposes. Protected Services also include determining if Web Asset Owners and their partners are in compliance with their agreements.


For the purpose of identifying and preventing online contents such ads interaction or other content's Fraud and determining if Web Asset Owners and their partners are in compliance with their agreements, Protected Services utilize information collected in conjunction with the following additional technologies:


  • Cookies that may be set by third party service providers executing a Protected pixel so that Protected can recognize the device.

  • Device identification technology, which analyzes device parameters collected as described above, including IP address, to probabilistically identify a particular device.

  • Clickstream data including URLs and other data regarding the websites on which a particular browser has viewed content interactions we are analyzing.


This information is used to identify and prevent ad Interaction Fraud or other contents fraud and to assess contract compliance by:


  • Identifying specific ad interactions that are fraudulent due to being generated by bot-controlled, non-human browsers.

  • Identifying websites and media properties that have fraudulent traffic and/or generate fraudulent advertising or other content interaction.

  • Identifying traffic patterns between websites and apps participating in fraudulent activity.

  • Determining if website visitors are being delivered by partners in compliance with contractual terms.


Use of Collected Data


Except as otherwise stated herein, Protected does not share information collected about online contents interactions except: (1) as is necessary to execute the Protected Services; (2) in aggregated formats for general corporate marketing and industry benchmarking; (3) for sharing with affiliates of Protected or service providers of Protected (where the service providers are required to use the information only to perform services for Protected); (4) as required by law or to comply with legal process; or (5) to a third party in the event of any reorganization, merger, sale, joint venture, assignment, transfer or other disposition of all or any portion of our business, assets or stock (including in connection with any bankruptcy or similar proceedings).


Protected uses content such as advertising interaction and website traffic information including IP address information to:


  • Identify the geographic location of the user and determine if the user is located within the advertiser’s campaign or traffic settings.

  • Determine if the browser is attempting to misrepresent its operating characteristics to prevent the identification of fraud.

  • Determine if website traffic or ad interactions are originating from a server farm unlikely to be responsible for human-generated browsing activity.

  • Determine if traffic is being acquired through fraud, or regarding or other traffic acquisition practices that are out of compliance with a Web Asset Owner's guidelines or contractual requirements.


Protected shares collected information with our customers and partners to perform and deliver our services that we have been contracted to provide. The primary means by which we provide information to our customers is in aggregated reports or raw data feeds provided through the Protected Services, including but not limited to our customer dashboard. We may also provide our customers with information to identify website visitors that are bot-controlled, non-human browsers, which our customers can use to avoid delivering advertising to bot-controlled, non-human browsers. Additionally, for the delivery of some of our enhanced services that anonymously combine data we collect with information from third parties, Protected anonymously shares advertising interaction quality and viewability information with those third parties.


We also provide aggregate data about advertising or other content's interactions and website traffic in our marketing and promotional materials.


Personal Information


Protected Services do not knowingly directly collect personally identifiable information, and Protected does not use any such information that may be inadvertently collected in any way. Protected is not an advertising company. We do not collect, create or share individual consumer profiles for the purpose of buying, selling or targeting advertising, and thus we have no use for, and no reason to collect, personal information through the Protected Services. However, because our customers often control the deployment of the technology necessary to deliver Protected Services, we cannot guarantee there is no such data collected in our systems.


Policy Changes


Protected may modify this Privacy Policy from time to time without the consent of users by providing advance notice on our Web site before implementing such modifications. If you have any questions or concerns about this Privacy Policy, please feel free to contact us through our website.