Visão Geral
Mint AV is an advertising verification and viewability measurement platform that provides independent verification of whether digital advertisements were actually viewed by human users in brand-safe environments. Its JavaScript tags are embedded alongside ad creatives to measure viewability metrics (percentage of ad visible, duration of exposure), detect invalid traffic, and verify brand safety by analysing the content surrounding ad placements. Mint AV tags are typically deployed by advertisers and agencies through ad servers and appear on publisher websites as part of the ad delivery chain. Governance teams may encounter Mint AV tags during audits without having directly deployed them.
Capacidades de Detecção
- Signature count
- 2
- Detection methods
- network
Impacto no Desempenho
Impacto no Desempenho
- Requisições por página
- 2
Erros Comuns
- 1 Not being aware that Mint AV tags are present on the website because they are deployed through the ad serving chain rather than the organisation's tag manager
- 2 Assuming ad verification tags are purely technical and do not require consent, when they collect device and browser data that constitutes personal data under GDPR
- 3 Failing to include Mint AV in the cookie audit because it appears as an unknown third-party domain in network requests
- 4 Not assessing whether Mint AV's viewability measurement involves processing personal data (IP addresses, device characteristics) that requires a legal basis
- 5 Overlooking the data flows between Mint AV and the advertiser's broader ad tech stack, which may involve sharing measurement data across multiple platforms
Considerações de Conformidade
Mint AV tags collect device and browser data for ad viewability and verification purposes. Under GDPR, even verification tags may constitute personal data processing if they collect IP addresses, device fingerprints, or set cookies. The legal basis depends on the specific data collected - if limited to anonymous aggregate viewability metrics, legitimate interest may apply, but if device-level data is retained or shared, consent is likely required. Mint AV primarily operates in the UK and European market, which may simplify data transfer considerations. Organisations should audit their ad serving chain for Mint AV tags, assess the data collected against GDPR requirements, and ensure verification tags are included in the CMP configuration if they process personal data.
Serviços Relacionados
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