Panel Privacy Policy

Last updated March 9, 2026

This Privacy Notice explains how ATTEX Data AB (“we”, “us”, or “our”) processes personal data when you participate in our mobile panel used to measure media exposure and attention behaviour on mobile devices.

ABOUT THIS NOTICE
WHO IS RESPONSIBLE FOR THE PROCESSING?
WHAT IS THE PURPOSE OF THE PROCESSING?
WHAT DATA DO WE COLLECT?
IMPORTANT NOTE ABOUT VISIBLE CONTENT
LEGAL BASIS
HOW LONG DO WE KEEP THE DATA?
WHO DO WE SHARE DATA WITH?
AI / MACHINE LEARNING USE
WHERE IS THE DATA STORED?
YOUR CHOICES AND RIGHTS
HOW WE PROTECT YOUR DATA
UPDATES TO THIS NOTICE
CONTACT

1. ABOUT THIS NOTICE

This Privacy Notice explains how ATTEX Data AB processes data when you participate in our mobile panel used to measure media exposure and attention behaviour on mobile devices.

2. WHO IS RESPONSIBLE FOR THE PROCESSING?

Data Controller
ATTEX Data AB

Contact: info@attexdata.ai

Postal address:
ATTEX AB
Lugnets Allé 48E
120 66 Stockholm
Sweden

3. WHAT IS THE PURPOSE OF THE PROCESSING?

We process data in order to:

measure media exposure and attention behaviour across mobile devices and environments;
operate and improve ATTEX Data’s panel-based measurement product;
validate performance across devices, operating systems, cohorts, and markets;
generate anonymised derived datasets, aggregated insights, analytics, benchmarking, and reporting outputs; and
support research, product development, and commercial analytics based on anonymised and aggregated outputs.

We do not intend to sell raw participant-level data.

4. WHAT DATA DO WE COLLECT?

We only collect data from a defined whitelist of supported apps, browsers, and environments that are relevant to media and advertising measurement.

This means ATTEX Data does not collect data from all apps on your device.

Depending on how you use those supported apps and browsers, we may collect:

device model and operating system version;
technical device metadata;
timestamps and session-related identifiers;
app package names;
browser URLs;
search queries;
visible interface text captured from supported app or browser contexts;
gaze / attention-related measurements (if enabled); and
a panel ID linked to your participation record.

We do not collect screenshots or screen recordings.

5. IMPORTANT NOTE ABOUT VISIBLE CONTENT

Because the measurement technology relies on app and browser context within a limited whitelist of supported media and advertising-relevant environments, some visible on-screen content may be collected as part of the measurement process.

This may sometimes include:

usernames;
social media posts or comments;
search terms;
URLs;
text visible in supported apps or browser pages; and
content relating to third parties.

We do not intentionally collect sensitive or third-party data, but such information may appear incidentally depending on what is visible on your screen.

6. LEGAL BASIS

Our legal basis for this processing is your consent. Where sensitive information may appear incidentally in collected content, we rely on your explicit consent where required.

Participation is voluntary, and you can pause or withdraw at any time.

7. HOW LONG DO WE KEEP THE DATA?

Raw and intermediate data

We keep raw and intermediate panel data for a maximum of 12 months for operational, quality assurance, validation, and analysis purposes.

Within this 12-month period, we ensure that raw and intermediate datasets are either:

deleted; or
transformed into anonymised derived data that no longer contains personal data and cannot be linked back to you or other individuals by any reasonably likely means.

Anonymised derived data

Where data has been transformed into genuinely anonymised derived data, it may be retained for a longer period for purposes such as benchmarking, analytics, reporting, research, product development, and commercial insight generation.

We use service providers to support our operations, including hosting, communications, operational systems, consent management, panel administration, and technical services.

Relevant systems and providers may include:

AWS;
Salesforce;
Firebase;
Customer.io;
Alchemer;
panel providers; and
relevant technical SDK providers.

We do not intend to share raw participant-level datasets with customers.

Customers and external partners may receive only:

anonymised derived data;
anonymised outputs;
aggregated datasets;
statistical outputs; and
reporting-level insights.

9. AI / MACHINE LEARNING USE

Your raw or participant-level data will not be shared with customers for AI or machine learning model training.

Customers may use ATTEX Data data for AI / machine learning training only where the relevant dataset has been transformed into genuinely anonymised derived data that is free from personal data.

10. WHERE IS THE DATA STORED?

We use EU-based hosting infrastructure, including AWS services in Ireland and Stockholm.

If any service provider processes or accesses data outside the EU/EEA, we will ensure appropriate safeguards are in place as required by applicable law.

11. YOUR CHOICES AND RIGHTS

You can:

choose whether to participate;
pause measurement; and
withdraw from the panel at any time.

Because raw data is processed using a panel ID, we also support privacy-related requests to the extent we can link your request to your panel participation record, for example deletion requests.

Under GDPR, you may also have rights of access, rectification, erasure, restriction, objection, and the right to lodge a complaint with a supervisory authority.

12. HOW WE PROTECT YOUR DATA

We use technical and organisational safeguards designed to protect data, including encrypted transmission, protected storage environments, restricted access to raw data, and restricted access to systems that contain identity-linkage information.

13. UPDATES TO THIS NOTICE

We may update this Privacy Notice if our processing changes. If we make material changes, we will inform participants as required.

14. CONTACT

ATTEX Data AB
Contact: info@attexdata.ai