Last updated: February 26, 2026 

WNSDY Media AB (“WNSDY”, “we”, “us”) is a Swedish company that assists selected publishers in managing and optimizing programmatic advertising by packaging and forwarding advertising inventory to buyers through our SSP accounts (e.g., PubMatic and Adform). 

We primarily act as a data processor on behalf of our publishers (data controllers). This means we process personal data under their instructions and on their behalf. We are not the data controller for the collection of data on the publishers’ websites or apps – that responsibility lies with the publisher, who must ensure a valid legal basis (consent or legitimate interest) and inform visitors through their own privacy policy and CMP (Consent Management Platform). 

What personal data do we process?  

We only process the technical identifiers and data that the publisher forwards to us in accordance with their consent signals, for example: - Pseudonymised identifiers (e.g., cookie ID, device ID, hashed IP address). - Consent signals (TC strings from the publisher’s CMP). - Ad-related metadata (e.g., ad placement, page view). 

We do not collect personal data directly from end users and do not operate our own DMP (Data Management Platform) or perform profiling for our own purposes. 

How do we process the data?  

We forward data and consent signals “pass as is” (unchanged) to buyers via our SSP accounts. We: - Do not place our own cookies or trackers on the publisher’s websites. - Do not combine data from different publishers or create profiles for our own purposes. - Do not store personal data longer than necessary for the real-time bidding (RTB) process. 

Any processing of data by our subprocessors (e.g., PubMatic, Adform) takes place in accordance with their own data protection measures and DPA (Data Processing Agreements). We have no control over or detailed knowledge of how these parties may use techniques such as cross-device matching or re-identification – this responsibility lies with the respective platforms and their own TCF declarations. 

Legal basis and responsibility  

As a data processor, we have no independent legal basis for processing – it is the publisher who is responsible for having consent or legitimate interest. We strictly follow the publisher’s instructions and forward data only within the scope of their consent signals. 

Legitimate Interest (LI) – Our use of Purpose 7  

In certain cases, we rely on legitimate interest as the legal basis under GDPR Art. 6.1(f) for Purpose 7 (Measure advertising performance) in the IAB TCF framework. This allows us to measure and report on ad performance metrics (e.g., impressions, fill rate, CPM) to help publishers optimize their revenue. 

We have conducted and documented a Legitimate Interest Assessment (LIA) confirming that our legitimate interest in performance measurement outweighs the impact on data subjects’ rights and freedoms. The processing is limited to pseudonymised technical data, with no profiling or re-identification, and data retention is capped at 365 days. 

You can read our full Legitimate Interest Assessment here: https://wednesdaymedia.se/lia-tcf.pdf 

Your rights  

If you wish to exercise your rights under GDPR (e.g., right to information, rectification, erasure, restriction, or objection), you should contact the website/app you visited (the publisher). They are the data controller and handle such requests. We assist the publisher by forwarding such requests to relevant platforms when necessary. 

Contact  

If you have questions about our processing of personal data or this processing arrangement, please contact us: 

WNSDY Media AB   

Email: info@wednesdaymedia.se 

Phone: +46738237799 

Address: Johannes Plan 5, 111 38 Stockholm, Sweden 

We take appropriate measures to protect your data in accordance with GDPR and other applicable legislation, but we cannot take responsibility for how the publishers’ CMP or our subprocessors’ platforms handle data. 

Thank you for reading our Privacy Policy!