Mile.tech
Mile.tech is a US-based advertising technology platform offering programmatic ad delivery, audience targeting and conversion measurement. European publishers and advertisers using Mile.tech must comply with the ePrivacy consent rules for advertising cookies, with GDPR requirements for behavioural profiling and RTB, and with the cross-border transfer rules to the United States.
What does Mile.tech do?
What is Mile.tech
Mile.tech is a US-based advertising technology platform that helps publishers monetise inventory through programmatic ad delivery, audience targeting and conversion attribution. The platform integrates with major DSPs and ad exchanges via the OpenRTB protocol.
Cookies and data collected
Mile.tech sets advertising cookies (mt_uid, mt_session, mt_consent) and reads partner advertising identifiers. It transmits IP, User-Agent, page URL, ad event details and audience segment information to Mile.tech and via the bid stream to partner DSPs.
GDPR and ePrivacy
Advertising cookies and the RTB bid stream require prior consent under Art. 5(3) ePrivacy. Use a TCF v2.2 certified CMP. The publisher and Mile.tech may be joint controllers for the bid stream emission, following the Fashion ID CJEU ruling.
Data transfers
Mile.tech processes data in the US. Transfers covered by 2021 SCCs and (where applicable) EU-US DPF. Partner DSPs each have their own transfer chain. Maintain a vendor list.
Consent management
Block all Mile.tech tags behind a TCF v2.2 CMP. Restrict the partner list to those you can document. Archive TCF strings for at least 6 months. Consider consent or pay alternatives.
Compliance checklist
1. Sign Mile.tech DPA. 2. Use TCF v2.2 CMP. 3. Run DPIA. 4. Document joint controllership. 5. Restrict partner list. 6. Archive consent strings. 7. Disclose in privacy notice and cookie policy.
Mile.tech and the GDPR
Mile.tech 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
- Consent (Art. 6(1)(a) GDPR and Art. 5(3) ePrivacy) for advertising cookies and downstream RTB
- Risk level
- high
- Applicable regulations
- GDPR, ePrivacy Directive, IAB TCF v2.2
Impact assessment (DPIA)
Mile.tech processes IP, User-Agent, ad event signals, audience segment data, and downstream propagation to RTB partners. Key DPIA considerations: (1) advertising cookies require consent; (2) RTB bid stream propagates personal data to many independent controllers; (3) US transfer triggers Chapter V; (4) joint controllership with downstream partners; (5) data minimisation through bid stream is difficult. A full DPIA is recommended.
Sample text for your banner
With your consent, this site uses Mile.tech and partner advertising networks to deliver, measure and personalise advertising. Mile.tech processes your IP, browser context, and ad events in the United States under Standard Contractual Clauses, and may share data with advertising partners listed in our cookie policy. You can refuse all advertising cookies and continue browsing.
What Mile.tech sets and contacts
- Tracking method
- AdTech platform with JavaScript ad tags, conversion pixels, audience identifiers, and RTB integrations
- Server location
- Mile.tech, headquartered in the United States with EU edge presence
- Data transferred outside the EU
- Behavioural data, device identifiers and ad event signals are transferred to Mile.tech in the US and propagated via the RTB bid stream to advertising partners worldwide. Transfers covered by 2021 SCCs and downstream partner certifications.
Cookies set (3)
| Name | Type | Duration | Purpose |
|---|---|---|---|
| mt_uid | Marketing / Advertising | 1 year | Persistent visitor identifier used for ad attribution and audience segmentation. |
| mt_session | Functional | Session | Groups ad events from the same browsing session. |
| mt_consent | Strictly necessary | 1 year | Stores the visitor's consent state for Mile.tech tracking. |
Third-party domains contacted (4)
mile.techcdn.mile.techpixel.mile.techrtb.mile.tech
Frequently asked questions about Mile.tech
Can't find your question? Write to us, we answer fast.
Which cookies does Mile.tech set?
mt_uid (visitor ID), mt_session, mt_consent and partner cookies via bid stream. All non-essential, require consent.
Do I need consent?
Yes. Advertising cookies and RTB bid stream require prior consent under Art. 5(3) ePrivacy.
Legal basis?
Consent (Art. 6(1)(a) GDPR). Without consent, do not load Mile.tech tags.
US transfers?
Yes. SCCs and DPF cover transfers. Run a TIA.
DPIA?
Yes for any production use, especially given RTB scale and behavioural profiling.
How to deploy compliantly?
Sign DPA, TCF v2.2 CMP, restrict partners, DPIA, archive consent strings, document downstream partners.
Alternatives?
EU-friendly adtech: Criteo (France), Smart AdServer (France), Adform (Denmark), Magnite (US, EU options).
Update privacy policy?
List Mile.tech cookies, identify Mile.tech as joint controller, disclose US transfer with SCCs/DPF, link to partner list and offer working CMP to withdraw consent.
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