Roles of third-party vendors currently used to deliver digital advertising for the Cabinet Office
Updated 25 June 2024
© Crown copyright 2024
This publication is licensed under the terms of the Open Government Licence v3.0 except where otherwise stated. To view this licence, visit nationalarchives.gov.uk/doc/open-government-licence/version/3 or write to the Information Policy Team, The National Archives, Kew, London TW9 4DU, or email: psi@nationalarchives.gov.uk.
Where we have identified any third party copyright information you will need to obtain permission from the copyright holders concerned.
This publication is available at https://www.gov.uk/government/publications/privacy-notice-for-cabinet-office-digital-advertising/roles-of-third-party-vendors-currently-used-to-deliver-digital-advertising-for-the-cabinet-office--2
Media buying agency
Activity:
- Direct Buying
- Campaign Reporting
- Campaign Conversion Reporting
Data processing role:
- Processor
Vendor:
- OmniGOV (Manning Gottlieb OMD)
Third-party data providers
Activity:
- Data Segment Creation
Data processing role:
- Controller
Vendors:
- Acxiom
- Audiences by Oracle (BlueKai, Datalogix, AddThis)
- Data Alliance
- Datonics
- Eyeota
- Fifty
- Grapeshot Referrer Data
- Lotame
- Nielsen
- Oracle
- Semasio
- VisualDNA
Data providers
Activity:
- Viewability and Verification
Data processing role:
- Controller
Vendors:
- DoubleVerify
- Integral Ad Science
Demand Side Platforms (DSPs) and Supply Side Platforms (SSPs)
The Trade Desk
Activity:
- Direct Buying
- Programmatic Buying
- Running Ad Auction
Data processing role:
- Joint-Controller
Vendors:
- Xandr - Monetize SSP (AppNexus)
- Yahoo Exchange
- FreeWheel
- ImproveDigital
- OpenX
- PubMatic
- Magnite DV+
- SpotX
- TeadsTV
- Unruly
- Adyoulike
- Groundtruth
- BidSwitch
- GumGum
- Index Exchange
- Sharethrough
- SmartAdServer
- TripleLift
Display Video 360
Activity:
- Direct Buying
- Programmatic Buying
- Running Ad Auction
Data processing role:
- Joint-Controller
Vendors:
- AppNexus (Xandr)
- Yahoo Exchange
- FreeWheel SSP
- Google Ad Manager
- Improve Digital
- ONE by AOL: Display Market Place
- ONE by AOL: Mobile
- OpenX
- PubMatic
- Magnite DV+
- SpotX
- TeadsTv
- Magnite CTV
- Index Exchange
- SmartRTB+
- BidSwitch
Amazon
Activity:
- Direct Buying
- Programmatic Buying
- Running Ad Auction
Data processing role:
- Joint-Controller
Vendors:
- Amazon
- IMDB
- Amazon Publisher Service
- Xandr
- Verizon Media Exchange
- OpenX
- Google AdX
- PubMatic
- Magnite DV+
- Index
- Smartadserver
Yahoo
Activity:
- Direct Buying
- Programmatic Buying
- Running Ad Auction
Data processing role:
- Joint-Controller
Vendors:
- AdX (DoubleClick)
- Xandr
- FreeWheel
- Yahoo Exchange
- ImproveDigital
- OpenX
- Pubmatic
- Magnite DV+
- SpotXchange
- Teads
- Unruly
- Adyoulike(BSW)
- Index
- ShareThrough
- Smart Adserver (BSW)
- TripleLift
Adobe
Activity:
- Direct Buying
- Programmatic Buying
- Running Ad Auction
Data processing role:
- Joint-Controller
Vendors:
- Adap.tv
- Google Adx
- SpotX
- Magnite DV+
- MoPub
- Yahoo
- AppNexus
- Freewheel SSP
- Teads.tv
- OpenX
- AOL
- Pubmatic New ortb2.2
- Unruly
- Index
- Triplelift
- Sharethrough
- Vungle
The current contractual position of most vendors is that they consider themselves as a Processor. The Cabinet Office continues to work with its media buying agency to set up joint-controllership agreements with relevant vendors, which is dependent on the stance vendors adopt in response.