Consent is one of the cornerstones for using online data as a publisher or media house. If you don't have the proper consent you are not allowed to use the data for the purposes which are lacking consent.
To use Samhub’s data services in a legally compliant and privacy-conscious way, publishers and media organizations must ensure that the right type of user consent is collected for each data processing purpose. This is especially important under the General Data Protection Regulation (GDPR) and other privacy regulations, as improper consent handling may lead to substantial fines and loss of trust.
Below is a guide to what type of consent is required for each of Samhub’s services.
1. DMP Services – Consent for Cookie-Based Tracking and Targeting
What we do:
Samhub's Data Management Platform (DMP) collects browser data, sets first-party and third-party cookies, segments users into audiences, and exposes online IDs or audience attributes for targeting.
Data retention: Cookie-based data is expired after 90 days.
What consent is needed?
Requirement | Type of Consent |
Storing/Reading cookies | Explicit opt-in under ePrivacy Directive (cookie law) |
Audience segmentation & targeting | Explicit consent under GDPR for processing personal data for marketing and profiling |
Third-party cookie use | Specific disclosure in CMP (Consent Management Platform), including Samhub as a vendor if cookies are set in a third-party context |
Suggested CMP Language:
“We and our partners process data such as browsing behavior, cookie IDs, and unique identifiers to create audience segments and personalize advertising. [Company name] uses Samhub as a data processor for this purpose.”
2. CDP Services – Consent for Use of Logged-In User Data
What we do:
Samhub enables publishers to sync their logged-in user database using identifiers such as email, phone number, or name and address. This data is used to match and enrich user profiles with additional behavioral or demographic information.
What consent is needed?
Requirement | Type of Consent |
Collection and syncing of personal identifiers (email, phone, etc.) | Explicit consent under GDPR |
Use of personal data for enrichment, profiling, or targeting | Explicit consent, clearly specifying purpose (e.g., personalized content or advertising) |
Long-term storage | Informed consent that explains data retention (longer than cookie-based data) |
Best Practice: Consent should be obtained at registration or login, with clear language about how data will be used and that Samhub is a processor. Publishers should maintain logs of such consent.
3. DEP Services – Consent for Data Enrichment
What we do:
The Data Enrichment Platform (DEP) can append contextual data, interest profiles over time, census data, and household data (where a household match key is provided) to cookie IDs or identified users.
Data retention: Data expires after 365 days.
What consent is needed?
Data Type | Type of Consent |
Contextual/interest data (based on behavior over time) | Explicit consent for profiling and enrichment |
Geographical/census data | Legitimate interest may apply if fully anonymized, otherwise explicit consent is safest |
Household-level data | Explicit consent, especially when based on identifiable data (e.g., address) |
Linking to identifiers (email/phone) | Explicit consent with purpose specification |
Important Note: Publishers must clearly explain in their privacy policies that data enrichment is performed and that external data sources may be combined with user data.
Summary Table
Service | Data Type | Consent Required |
DMP | Cookie IDs, browser data | Explicit cookie + GDPR consent for profiling/targeting |
CDP | Personal identifiers (email, phone) | Explicit GDPR consent at login/registration |
DEP | Behavioral & demographic enrichment | Explicit consent for profiling and combining datasets |
Additional Recommendations
CMP Integration: Ensure that you connect Samhub to your Consent Management Platform and list Samhub as a vendor or data processor. TCF-id: 1226
Documentation: Store and manage user consent logs securely.
Privacy Policy Update: Include all Samhub-related data processing in your privacy policy, with clear descriptions and user rights.
By securing proper user consent for each data processing activity, publishers can unlock the full power of the Samhub platform while maintaining full legal compliance and user trust.