Advertisers, publishers, agencies, white label & API
How data responsibilities typically divide across different AttributionPath™ deployments.
This page explains how privacy and data responsibilities typically divide across the principal ways AttributionPath™ is deployed. The actual legal role follows the facts, customer instructions and applicable contract—not the label used in a dashboard.
Advertisers
An advertiser commonly determines why its website and campaign data is measured and therefore acts as controller/business for that processing. AttributionPath™ commonly acts as processor/service provider when it processes those signals to provide the advertiser’s configured attribution, deduplication and reporting service.
Publishers
A publisher may use AttributionPath™ to measure campaigns delivered for advertisers and provide independent reporting. Depending on the arrangement, the publisher may be controller for its own first-party audience processing, processor for an advertiser, or an independent controller for defined purposes. The parties should document that allocation rather than infer it from the technology.
Agencies
An agency may act for one or more advertiser clients. AttributionPath™ may therefore be a processor to the agency, a subprocessor to an advertiser, or contract directly with the advertiser. Agency access should be limited to authorised client accounts and documented instructions.
White-label partners
A white-label partner may present AttributionPath™ functionality within its own branded product. Branding does not transfer privacy responsibility. The partner must disclose the service appropriately, establish the lawful basis and notices for its customer relationship, and document whether AttributionPath™ is processor, subprocessor or another role for each data flow.
API and proxy customers
API and proxy deployments can move data between systems without a conventional dashboard. The customer remains responsible for the legality of the data it submits and the destinations it instructs AttributionPath™ to communicate with. Authentication, minimisation, retention, onward transfer and subprocessor controls apply to those flows.
Affiliate networks and other advertising platforms
Where AttributionPath™ observes or compares claims from affiliate, advertising, retargeting or analytics systems, that does not by itself make AttributionPath™ a party to the commercial relationship between the customer and those systems. Each party remains responsible for its own processing and contractual obligations.
Rights requests
When AttributionPath™ acts as processor/service provider, the customer is normally the primary point for data-subject requests. AttributionPath™ assists the customer as required by the DPA and applicable law. For data AttributionPath™ controls directly, requests can be sent to privacy@attributionpath.com.
Need a role map?
For enterprise, publisher, agency, white-label or API deployments, contact privacy@attributionpath.com for the privacy route or whitelabel@attributionpath.com for implementation.