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Mediavine

MarketingOfficial website

Mediavine is a full service advertising management company that helps content publishers monetise their websites through display, video and native ads. The platform deploys a JavaScript wrapper, runs header bidding auctions across many Supply Side Platforms and Demand Side Platforms, sets first and third party cookies and fires tracking pixels. Because Mediavine orchestrates a wide bid stream, it qualifies as a tracking technology under the ePrivacy Directive and as a personal data joint controller under the GDPR.

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Overview

What does Mediavine do?

What Mediavine is

Mediavine is a managed advertising platform that helps content publishers, primarily food, lifestyle and travel bloggers, monetise their websites through display, video and native ads. The product injects a JavaScript wrapper that orchestrates header bidding across multiple Supply Side Platforms, integrates with Google Ad Manager and provides analytics dashboards for publishers.

Data and cookies collected

When the Mediavine wrapper loads, it sets a Mediavine first party identifier cookie and triggers cookie syncs with dozens of partner SSPs and DSPs, each of which may set its own third party cookie. The platform collects the IP address, the user agent, the page URL, viewport metrics, ad placement performance and the bid responses. Through partners, the bid stream may also include precise geolocation if the publisher allows it.

GDPR and ePrivacy implications

Mediavine writes and reads identifiers on the user device, which falls within Article 5(3) of the ePrivacy Directive. Prior, free, specific, informed and unambiguous consent is required before the wrapper loads. Because the bid stream involves many vendors, the publisher must use a CMP certified for IAB TCF v2.2, allow the user to choose granular purposes and vendors and pass the resulting TC string to Mediavine. The publisher and Mediavine are likely joint controllers for the audience flows.

International data transfers

Mediavine is based in the United States and most of its bidding partners are also US based. Personal data is therefore transferred to the United States and to other third countries. The transfer relies on the EU US Data Privacy Framework when partners are certified, otherwise on Standard Contractual Clauses combined with a Transfer Impact Assessment. Publishers must inform users of these transfers in the privacy notice and document them in their record of processing activities.

Consent management and practical steps

Block the Mediavine wrapper until consent is granted, deploy a CMP certified for IAB TCF v2.2 with a granular vendor and purpose chooser, sign the joint controllership agreement and SCCs proposed by Mediavine, document the integration in your record of processing activities and your privacy notice, and configure the Mediavine dashboard to disable any non essential ad partner where consent is unlikely to be granted in your audience.

Privacy friendly alternatives

Contextual ad networks, EU based monetisation platforms that limit the bid stream to consented vendors, direct sponsorships and affiliate programmes are alternatives that reduce dependence on cross site cookies and on US transfers, lowering the GDPR risk profile.

Compliance

Mediavine and the GDPR

Mediavine is classified as “Marketing”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.

Legal basis
Article 6(1)(a) GDPR (consent) and Article 5(3) ePrivacy Directive for cookie storage and reading
Risk level
high
Applicable regulations
GDPR, ePrivacy Directive 2002/58/EC, IAB TCF v2.2, German TTDSG, French Data Protection Act, Spanish LSSI

Impact assessment (DPIA)

A DPIA is required because Mediavine orchestrates a wide bid stream involving dozens of SSP and DSP partners, performs cross site profiling, transfers personal data to the United States and to numerous third country recipients. The DPIA must address the legal basis, the data flows through OpenRTB, the role of Mediavine and each partner as joint controller or processor, the SCC framework and the safeguards against access by US authorities.

Sample text for your banner

We use Mediavine to monetise our content through advertising. Mediavine and its advertising partners store cookies on your device, share pseudonymous identifiers through real time bidding and transfer personal data to the United States. You can accept, refuse or withdraw your consent at any time in our privacy preferences.
Cookies and trackers

What Mediavine sets and contacts

Tracking method
JavaScript ad scripts, header bidding wrapper, third party cookies and pixel firing across multiple SSP and DSP partners
Server location
United States
Data transferred outside the EU
Mediavine is headquartered in the United States and processes data on US infrastructure. Bid stream data, identifiers and IP addresses are transferred outside the European Economic Area to Mediavine and to its many SSP, DSP and ad verification partners. Transfers rely on Standard Contractual Clauses combined with a Transfer Impact Assessment, supplemented by the EU US Data Privacy Framework when partners are certified.

Cookies set (4)

NameTypeDurationPurpose
_mv_uidfirst_party13 monthsPseudonymous Mediavine user identifier used to recognise the device and stitch sessions for advertising attribution.
mv_sessionfirst_partySessionShort lived session cookie used to scope the current advertising session on the publisher domain.
mv_consentfirst_party12 monthsStores the user consent state and the IAB TCF v2.2 TC string forwarded to bidding partners.
_pubcidfirst_party13 monthsShared publisher common ID used by the Prebid header bidding wrapper for cross site identification within the bid stream.

Third-party domains contacted (5)

  • mediavine.com
  • scripts.mediavine.com
  • static.mediavine.com
  • analytics.mediavine.com
  • video.mediavine.com
Questions

Frequently asked questions about Mediavine

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What cookies does Mediavine set?

Mediavine sets a first party identifier cookie scoped to the publisher domain and triggers cookie syncs with dozens of partner SSPs and DSPs, each of which sets its own third party cookie holding a pseudonymous identifier. Typical lifetimes range from the browsing session up to 13 months. The exact list depends on the configured ad partners and should be audited via browser developer tools and the Mediavine vendor list.

Is consent required before loading Mediavine?

Yes. The Mediavine wrapper writes and reads identifiers on the user device and triggers numerous third party cookie syncs, all of which require prior, free, specific, informed and unambiguous consent under Article 5(3) of the ePrivacy Directive. The signal must be passed to Mediavine through the IAB TCF v2.2 TC string.

What is the legal basis for processing through Mediavine?

The legal basis is consent under Article 6(1)(a) GDPR. Legitimate interest cannot be relied on for advertising and audience profiling in this context. Consent must be granular per purpose and per vendor and recorded in a TC string forwarded to Mediavine and its partners.

Does Mediavine transfer data to the United States?

Yes. Mediavine is a US company and most of its bidding partners are also US based. Personal data is transferred to the United States and to other third countries. Transfers rely on the EU US Data Privacy Framework when partners are certified and on Standard Contractual Clauses with a Transfer Impact Assessment otherwise.

Do I need a DPIA before deploying Mediavine?

Yes. The processing scores high on multiple criteria from the European Data Protection Board guidelines: large scale processing, systematic monitoring, automated decisions in bid logic, profiling and international transfers. A DPIA is therefore mandatory under Article 35 GDPR.

How do I implement Mediavine in a compliant way?

Block the Mediavine wrapper by default, deploy a CMP certified for IAB TCF v2.2 with a granular vendor and purpose chooser, sign the joint controllership agreement and SCCs proposed by Mediavine, document the integration in the privacy notice and the record of processing activities, and disable non essential ad partners through the Mediavine dashboard.

What are alternatives to Mediavine?

Contextual ad networks, EU based monetisation platforms that limit the bid stream to consented vendors, direct sponsorships and affiliate programmes are alternatives that reduce the reliance on cross site cookies and on US transfers, lowering the GDPR risk profile.

How do I update my cookie policy when adding Mediavine?

List the Mediavine first party cookie and link to the dynamic vendor list maintained by Mediavine in the cookie policy, with provider, purpose and retention. Mention the role of the IAB TCF, the bid stream and the transfer to the United States. Increment the policy version and prompt for fresh consent so that prior consent is renewed against the new processing.

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