Data Privacy Policies

Document created by catherine.racette on Mar 15, 2017Last modified by catherine.racette on Mar 15, 2017
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PubMatic ensures that our data partners adhere to the privacy policies suggested by NAI and IAB before partnering with them.

Understanding PubMatic's Privacy Policy

PubMatic's privacy policy informs you about the policies and procedures followed by us while collecting, using, or sharing information with you and other members of the online advertising ecosystem. Before you sign-up for our audience platform, ensure that you understand the privacy policies listed in this document.


Our data partners collect non-personally identifiable information regarding the behavior and usage patterns of users from Web sites operated by participating companies. In this policy, we refer to this non-personally identifiable information, together with other non-personally identifiable information that we obtain from third parties, as data. Our data partners use this data to prepare groups of users, referred to as segments, based upon their behavior and preferences.


Privacy policies ensure that when our data partners provision data, they meet exceptionally high quality standards, and data security adheres to the most stringent data practices and principles available.


To further understand how PubMatic collects and uses the audience information, and what choices you have regarding collection and use of your information, click the following link:

Collecting Data

PubMatic sources the audience data through our data partners. Our data partners use non-personally identifiable means, including cookies and pixel tags to collect and store visitor data.


Note: Our data partners do not use flash cookies to collect and store user data.

Cookies are small text files that contain a string of characters and uniquely identify a browser. They are sent to the browser of a computer by Web site operators or third parties. Most browsers are initially set up to accept cookies. You may, however, be able to change your browser settings to cause your browser to refuse third-party cookies or to indicate when a third-party cookie is being sent. To learn more about handling cookies on your browser check the help files of your browser.


Pixel tags are small strings of HTML or JavaScript code that provide a method for delivering a graphic image on a Web page. Pixel tags are placed on the browser to obtain information about the behavior of a user on the Internet.


Flash cookies are used to remember settings, preferences, and usage, but are managed through a different interface than the one provided by your Web browser. If you want to delete Flash cookies, please access your Flash Player settings management tool available here.

Storing Data

The visitor profile information provided by our data partners is stored securely in our data store. PubMatic takes reasonable steps to assure you that visitor information is secured from unauthorized interception, and protect it from loss, misuse, and unauthorized access, disclosure, alteration, and destruction in storage.

Opting Out of Behavioral Advertising

A visitor of your Web site can opt out of behavioral advertising by using the NAI's opt-out tool or PubMatic’s opt-out tool.


The NAI's opt-out tool lets your visitors to opt out of receiving interest-based content or ads served by NAI members or data partners, and also prohibits NAI compliant data providers from measuring the visitors pattern of accessing online media. However, if the data partner is not NAI complaint, then the visitor can use PubMatic’s opt-out tool.

  • Click here to access the NAI opt-out tool and associated information.
  • Click here to access the PubMatic opt-out tool and associated information.

NAI Privacy Policy Guidelines

The Network Advertising Initiative (NAI) is an industry trade group that develops self-regulatory standards for online advertising. The NAI seeks to provide self-regulatory guidelines for participating networks and opt-out technologies for consumers in order to maintain the value of online advertising while protecting consumer privacy. For more information, click here.


To ensure that Internet advertising is promoted and used effectively, advertising practitioners have formed a code of practice that conforms to privacy standards. To protect the privacy of online users, following set of data privacy policy guidelines must be adhered to:

  • Adoption and Implementation of a Privacy Policy: An organization engaged in online activities or electronic commerce has a responsibility to adopt and implement a policy for protecting the privacy of personal identifiable information (PII).
  • Notice and Disclosure: An organization must provide a clear and conspicuous link to the privacy policy from the Web site home page and any page that collects PII.
  • Choice and Consent: Individuals must be given the opportunity to exercise choice regarding how PII collected from them online may be used. This choice refers to provide users with the ability to opt-out at certain circumstances.
  • Data Quality and Access: Organizations creating, maintaining, using, or disseminating individually identifiable information should take reasonable steps to assure that the data are accurate, complete, relevant and timely for the purposes for which they are to be used.
  • Limited Use: Organization’s privacy policies must make reference to why PII is being collected, and how it will be used. The use of PII should be limited to the original purpose specified for its collection.
  • Data Security: Organizations creating, maintaining, using, or disseminating individually identifiable information should take appropriate measures to assure its reliability and should take reasonable precautions to protect it from loss, misuse, or alteration.
  • Trans-border Data Flows: Any organizations involved in the flow of PII with other countries should ensure they are in compliance with the behavioral advertising privacy policies of the respective country.

Supporting Transparency with Evidon

Evidon™ ( is a privacy technology company that allows consumers and businesses to view, analyze and govern their online data.


Using its Ghostery browser extension and a vast company privacy database, Evidon allows businesses to evaluate the cookies and other tracking activity on their Web sites, which helps them to guard their audience data and improve their performance.


As one of the largest dedicated provider of privacy and compliance solutions for digital media, Evidon also allows leading brands, agencies, publishers, advertising networks and others to comply easily with privacy laws and self-regulatory programs across North America and Europe. It serves more than a billion "AdChoices" notices daily on behalf of these businesses—in the U.S. and in local languages across Europe—giving consumers transparency into and control over how their information is used online.


By guarding themselves and empowering their consumers, businesses can build their brands and improve results.
PubMatic supports this initiative and complies with Evidon’s standards of displaying the "AdChoices" notices on the ads served through its system.

Privacy Policy Principles

PubMatic ensures that our data partners meet exceptionally high quality standards and adhere to the following principles:

  • Data providers are required to abide by standard NAI terms or IAB privacy policies.
  • Data partners do not store or share the non-PII acquired from your Web site with any other unauthorized entities.
  • Visitors can opt out of having their data collected by using the NAI's opt-out tool or
  • PubMatic’s opt-out tool. For more information, click here.
  • A stringent internal verification process is in place.

The principles of personal privacy must be adhered to by the members of the online advertising ecosystem. The media and marketing associations have launched self-regulatory principles for online behavioral advertising, which enables the publishers to have a better understanding and greater control over the ads that are customized based on the online behavior of a Web site visitor. The participating companies are committed to deliver robust and credible Self-Regulatory Principles for Online Behavioral Advertising.

Links to Privacy Policy Governing Bodies

To learn more about the privacy policy governing bodies for behavioral advertising, click the following links: