Privacy policy

Introduction

‍Maaten Ltd ("Maaten," "we," "our," or "us") respects the privacy of your information. This Privacy Policy is designed to assist you in understanding how we collect, use and safeguard the information you provide to us in using our website (the "Site") and the services provided through our Site (the "Services"), including our campaign data structuring, metadata enhancement, and proprietary campaign ID system.From time to time, we may change this Privacy Policy. If we do, we will post an amended version on this webpage. If we make material changes to our Privacy Policy, we may also notify you by other means, such as sending an email or posting a notice on our home page. If required by applicable data protection laws, we will obtain your consent to any material changes. Please review this Privacy Policy periodically.Please also refer to our Terms of Service regarding the proper usage of the Site and Services.

‍This Privacy Policy covers the following topics:

‍Personal Data We Collect
Platform Data Collection
How We Use Your Personal Data
How We Share Your Personal Data
Cookies and Other Tracking Technologies
International Data Transfers
"Do Not Track" Signals
Advertising and Marketing Choices
Third-Party Links
Security
Children's Privacy
Your Personal Data and Your Rights
Data Retention
How to Contact Us
Use of Artificial Intelligence

Maaten's offices are located at 31 Silverknowes Grove, Edinburgh, EH4 5LZ, UK. Maaten is the data controller of the personal data it collects through the Site and Services. This Privacy Policy does not apply to the extent we process personal data on behalf of our clients as a processor or service provider, including when clients use our campaign data structuring platform, and the confidentiality of that data is governed by our agreements with our clients. For detailed privacy information related to a client who uses our platform, please contact the client directly. We are not responsible for the privacy or data security practices of our clients. This Privacy Policy applies to the personal data we process from our clients as a data controller.

Maaten is The Campaign Data Structure Company. We take the complexity out of marketing data by standardising data at the source, creating a world where people, teams, and technology have a shared understanding of their campaign data. Our platform enables solutions across media and ad operations, content and creative, campaign tracking, and metadata enhancement.

‍1. Personal Data We Collect

‍Through your use of the Site and Services, we will collect personal data from you. Personal data is information that is linked or reasonably linkable to an identified or identifiable individual. We collect the following types of personal data:

‍Personal Data You Provide

‍When you use the Site or Services, you may voluntarily provide us with the following types of personal data:

• Refer a Colleague: To refer a colleague, you will provide us with your name, company, and email address, and the name, company, and email address of the contact you are referring.
• Contact Us: To contact us, you will provide us with your name, email address, phone number, company name, and any other relevant business information you choose to provide.
• Become a Maaten Partner: When you request to become a partner, you will provide us with your name, phone number, email address, and company name.
• Create an Account: To create an account, you may sign in through a single sign-on provider or provide us with your name, email address, and create a password for future login purposes.
• Request a Demo: To request a demo of our services, you will provide us with your name, email address, company name, and potentially information about your marketing channels and campaign needs.
• Apply for Job: To apply for an open job position, you will provide your name, email address, phone number, physical address, and employment history.
• Get Support: When you request support, you will provide us with your name and email address.
• Submit a Request: When you submit a help request, you will provide us with your email address and any other relevant information you choose to provide.

‍Personal Data as You Navigate Our Site

‍We automatically collect certain personal data through your use of the Site and Services. We will automatically collect certain personal data, such as the following:

• Usage Information: For example, the pages on the Site you access, the frequency of access, and what you click on while on the Site.
• Device Information: For example, hardware model, operating system, application version number, and browser.
• Mobile Device Information: Aggregated information about whether the Site is accessed via a mobile device or tablet, the device type, and the carrier.
• Location Information: Location information from Site visitors on a city-regional basis.

‍2. Platform Data Collection
‍
Google Services Integration

We collect advertising and campaign data from Google services (including Google Ads, Display & Video 360, and Google Analytics) through official Google APIs when you connect your Google accounts to our Services. This Google user data collection includes:

• Google Ads account information: Account IDs, account names, customer IDs, and manager account relationships
• Campaign data: Campaign names, performance metrics, budget information, targeting parameters, campaign settings, and status information
• Ad group and ad set data: Ad group performance metrics, audience insights, creative performance data, and optimization settings
• Authentication tokens: OAuth access and refresh tokens necessary for secure API access to your Google advertising accounts

Important: We only collect business advertising account data and campaign information. We do not collect personal information about individual consumers who interact with your advertisements on Google platforms.

How We Use Google User Data

We use Google user data exclusively to:

• Provide campaign data structuring and analysis services as requested by customers
• Generate performance reports and insights for your advertising campaigns
• Enable data export and integration with other marketing platforms
• Facilitate campaign management and optimization within our platform
• Maintain secure connections to your Google advertising accounts

We do not use Google user data for any purposes other than providing and improving our application's core functionality.

Social Media Integration

We may collect campaign and advertising data from social media platforms (including but not limited to TikTok, Meta/Facebook, Instagram, LinkedIn, Twitter, and others) through official APIs when you connect your accounts to our Services. This data collection is limited to:

• Campaign-level data: Campaign performance metrics, budget information, targeting parameters, and campaign settings
• Ad set-level data: Ad set performance metrics, audience insights, creative performance data, and optimisation settings
• Creative content: Ad creatives, text content, images, and videos for analysis and structuring purposes
• Account information: Account names, IDs, and basic business information necessary for campaign management
• Important: We do not collect individual user data or personal information about end users who interact with campaigns on social media platforms. All data collection is limited to aggregated campaign and business account information.

‍Platform User Rights

‍If you are an individual whose campaign data may be processed through our platform integrations:Platform users retain all rights provided by the originating platform's privacy policiesWe respect all privacy settings and permissions configured on connected platformsCampaign data processing is limited to business and marketing purposes as outlined in this policyYou may contact us at support@maaten.ai with questions about how your campaign data is processed

‍Platform Compliance

‍We comply with all developer policies and terms of service for integrated platformsWe respect rate limits and technical requirements of all platform APIsWe implement appropriate security measures for all platform integrationsWe will notify users of any material changes to platform integrations that may affect data processing3.

How We Use Your Personal Data

‍In addition to the purposes stated above, we may use all the personal data we collect in accordance with applicable law such as to:Maintain and improve our Site and Services;Provide campaign data structuring, metadata enhancement, and AI-powered analysis services;Process campaign and advertising data for insights, reporting, and optimisation purposes;Enable integration with social media platforms and other advertising technologies;Facilitate AI analysis and processing of campaign data as requested by customers;Protect the security and integrity of our Site and Services;Investigate, prevent, or take action regarding illegal activities, suspected fraud, situations involving potential threats to the physical safety of any person, or violations of our Terms of Service, and to otherwise fulfil our legal obligations;Monitor compliance with and enforce this Privacy Policy and any applicable agreements and policies;Defend our legal rights and the rights of others;Fulfil any other purposes for which you provide it;For any purpose that is reasonably necessary to or compatible with the original purpose for which we collected the personal data as disclosed to you; andComply with applicable law.

‍Data Minimisation

‍We collect and process only the personal data that is necessary for the purposes outlined in this Privacy Policy. We do not collect excessive or irrelevant personal data and regularly review our data collection practices to ensure compliance with data minimisation principles.

‍4. How We Share Your Personal Data

We do not sell, rent, or otherwise monetise personal data or customer data to third parties. Our revenue is generated solely through subscription fees, consulting services, and usage-based charges.

‍We may share the information that we collect about you in the following limited ways:

• With service providers who perform data services on our behalf (e.g., email, hosting, maintenance, backup, analysis, etc.);
• With AI service providers (including but not limited to Anthropic, OpenAI, and similar services) via secure APIs solely for the purpose of providing our campaign analysis and structuring services to customers;
• To service providers to prepare, deploy and analyse advertising content;To the extent that we are required to do so by law;
• In connection with any legal proceedings or prospective legal proceedings;
• To establish, exercise, or defend our legal rights, including providing information to others for the purposes of fraud prevention;
• To any person who we reasonably believe may apply to a court or other competent authority for disclosure of that personal data where, in our reasonable opinion, such court or authority would be reasonably likely to order disclosure of that personal data;
• To any other person or entity as part of any business or asset sale, equity transaction, merger, acquisition or in preparation for any of these events; andTo any other person or entity where you consent to the disclosure.

‍Third-Party AI Processing

‍When we share campaign data with third-party AI services:
• Data is transmitted via secure, encrypted APIs
• Processing is limited to the specific services requested by customers
• Third-party AI providers are contractually bound to protect data security and privacy
• No data is used by third-party providers to train their models without explicit consent
• All processing occurs in accordance with our data processing agreements

‍5. Cookies and Other Tracking Technologies

‍Like many other companies, we may use cookies and other tracking technologies (collectively, "Cookies"). Cookies are small files of information that are stored by your web browser software on your computer hard drive, mobile or other devices (e.g., smartphones or tablets). Cookies are not enabled by default and instead require your consent through our consent management platform on our Site.

We use Cookies to:

• Estimate audience size and usage patterns;
• Understand and save your preferences for future visits, allowing us to customise the Site and Services to your individual needs;
• Advertise new content and services that relate to your interests;
• Keep track of advertisements and search engine results;
• Ensure the security of your session on the authenticated portions of our Site;
• Compile aggregate data about Site traffic and Site interactions to resolve issues and offer better Site experiences and tools in the future; and
• Recognise when you return to the Site.

Our website uses both first-party Cookies placed by Maaten and third-party Cookies placed by our partners. We use Cookies from our partners to provide us with useful information, to help us improve our Site and Services, to conduct advertising, and to analyse the effectiveness of advertising.

‍How You Can Opt Out of CookiesBrowser Settings

‍You can block Cookies by changing your Internet browser settings to refuse all or some Cookies. If you choose to block all Cookies (including essential Cookies) you may not be able to access all or parts of the Site.You can find out more about Cookies and how to manage them by visiting www.AboutCookies.org or www.allaboutcookies.org.

‍Third-Party Advertising Settings

‍You can understand which entities have currently enabled Cookies for your browser or mobile device and how to opt out of some of those Cookies and related targeted advertising by accessing the Network Advertising Initiative's website or the Digital Advertising Alliance's website. For more information on mobile specific opt-out choices, visit the Network Advertising Initiative's Mobile Choices website.Please note these opt-out mechanisms are specific to the device or browser on which they are exercised. Therefore, you will need to opt out on every browser and device that you use.You can also opt out of Cookies, analytics, and targeted advertising from some of the specific entities we use by following the instructions found on their respective websites.

‍6. International Data Transfers

‍We operate internationally and may transfer information to countries outside the United Kingdom and European Economic Area (EEA) for the purposes described in this policy, including to the United States and various countries in Africa. These countries may have privacy and data protection laws that differ from, and are potentially less protective than, the laws of your country. Your personal data can be subject to access requests from governments, courts, or law enforcement in these countries according to their laws.For any transfers of personal data from the UK or European Economic Area (EEA) that we make to other entities as described in this Privacy Policy, we use appropriate safeguards to ensure for the lawful processing and transfer of the personal data, including, when appropriate, the use of standard contractual clauses approved by the UK Government or the European Commission. To obtain a copy of the safeguards, contact us at support@maaten.ai.

‍Regional Compliance

‍We comply with applicable privacy laws in all jurisdictions where we operate, including:United Kingdom: UK GDPR and Data Protection Act 2018

• European Union: General Data Protection Regulation (GDPR)
• United States: California Consumer Privacy Act (CCPA) and other applicable state privacy laws
• Africa: Protection of Personal Information Act (POPIA) in South Africa and other applicable regional privacy laws

‍7. "Do Not Track" Signals

‍Some internet browsers incorporate a "Do Not Track" feature that signals to websites you visit that you do not want to have your online activity tracked. Given that there is not a uniform way that browsers communicate the "Do Not Track" signal, the Site does not currently interpret, respond to or alter its practices when it receives "Do Not Track" signals.

‍8. Advertising and Marketing Choices

‍Depending on your location (and reflecting applicable law), you may have been asked to indicate your preferences, provide us with your consent regarding the receipt of such information from us, and indicate how you would like to receive it.Wherever you are located, we will send you marketing communications based on any preferences you may have expressed.We only want to send you information in which you are interested. If you do not want to receive these communications or would like to understand more about other unsubscribe options, please contact us as set out in the "How to Contact Us" section below.For email communications, you can opt-out and/or manage your preferences by clicking on the email preferences link provided at the bottom of any email you receive from us. You also may submit a request to us at support@maaten.ai. If we call you with information you do not want to receive, you can advise us of this during the telephone call.

‍9. Third-Party Links

‍The Site may contain links that will let you leave the Site and access another website. Linked websites are not under our control, and their privacy policies will govern how they manage the information you provide them. We accept no responsibility or liability for these other websites.

‍10. Security

‍We maintain commercially reasonable security measures to protect the personal data we collect and store from loss, misuse, destruction, or unauthorised access. However, no security measure or modality of data transmission over the Internet is 100% secure. Although we strive to use commercially acceptable means to protect your personal data, we cannot guarantee absolute security.

‍Data Security Measures

‍Our security measures include:

• Encryption of data in transit and at rest
• Secure API connections for all platform integrations
• Access controls and authentication systems
• Regular security audits and assessments
• Employee training on data protection and security practices

‍11. Children's Privacy

‍The Site and Services are not intended for children under 16 years of age. We do not knowingly collect, use, or disclose personal data from children under 16. If we become aware that we have collected personal data from children under 16, we will take steps to delete such information promptly.

‍12. Your Personal Data and Your Rights

For UK and EEA Users

‍If you are in the United Kingdom or a country in the European Economic Area (EEA), you are entitled to the following explanation of the legal bases we rely on to process your personal data and a description of your privacy rights.

‍Legal Bases for Processing Your Personal Data

‍The legal basis for collecting and using the personal data described above will depend on the personal data concerned and the specific context in which we collect it.

‍Consent

We may process your personal data based on your consent such as when you create an account or when you ask us to send certain kinds of marketing communications. You have the right to withdraw your consent at any time without affecting the lawfulness of the processing based on consent before its withdrawal.

‍Our Legitimate Interests

We may process your personal data if doing so is necessary for our legitimate interests and your rights as an individual do not override those legitimate interests. For example, when we process your personal data to carry out fraud prevention activities and activities to increase network and information security, to market directly to you, to expand our business activities and to improve our services and the content and functionality of our Site.

‍To Perform a Contract

We may process your personal data to administer and fulfil contractual obligations to you.

‍To Enable Us to Comply with a Legal Obligation

We may process your personal data to comply with legal obligations to which we are subject. This may include any requirement to produce audited accounts and to comply with legal process.

‍Necessary for the Exercise or Defence of Legal Claims

If you bring a claim against us or we bring a claim against you, we may process your personal data in relation to that claim.If you have any questions about or need further information concerning the legal basis on which we collect and use your personal data for any specific processing activity, please contact us using the "How to Contact Us" section below.

‍Your RightsAccess Your Personal Data

You have the right to obtain from us confirmation as to whether or not we are processing personal data about you and, if so, the right to be provided with the information contained in this Privacy Policy. You also have the right to receive a copy of the personal data undergoing processing.

‍Rectify Your Personal Data

You have the right to ask us to rectify any inaccurate personal data about you and to have incomplete personal data completed.

‍Restrict Our Use of Your Personal Data

You have the right to ask us to place a restriction on our use of your personal data if one of the following applies to you:You contest the accuracy of the information that we hold about you, while we verify its accuracy;We have used your information unlawfully, but you request us to restrict its use instead of erasing it;We no longer need the information for the purpose for which we collected it, but you need it to deal with a legal claim; orYou have objected to us using your information, while we check whether our legitimate grounds override your right to object.

‍Object to Our Use of Your Personal Data

You have the right to object to our use of your personal data where our reason for using it is based on our legitimate interests or your consent (rather than when the reason for using it is to perform an obligation due to you under a contract with us).

‍Delete Your Personal Data

You can ask us to delete your personal data if:We no longer need it for the purposes for which we collected it;We have been using it with no valid legal basis;We are obligated to erase it to comply with a legal obligation to which we are subject;We need your consent to use the information and you withdraw consent;You object to us processing your personal data where our legal basis for doing so is our legitimate interests and there are no overriding legitimate grounds for the processing.However, this right is not absolute. Even if you make a request for deletion, we may need to retain certain information for legal or administrative purposes, such as record keeping, maintenance of opt-out requirements, defending or making legal claims, or detecting fraudulent activities. We will retain information in accordance with the "Data Retention" section below.If you do exercise a valid right to have your personal data deleted, please keep in mind that deletion by third parties to whom the information has been provided might not be immediate and that the deleted information may persist in backup copies for a reasonable period (but will not be available to others).

‍Transfer Your Personal Data to Another Service Provider

You may request that we transfer some of the personal data you have provided to us or another service provider in electronic copy. This applies to personal data we are processing to service a contract with you and to personal data we are processing based on your consent.To exercise any of these rights, please contact us as described in the "How to Contact Us" section below.

‍Make a Complaint

If you have any concerns or complaints regarding our processing of your personal data, please contact us as described in the "How to Contact Us" section below and we will do our best to answer any question and resolve any complaint to your satisfaction.If, for whatever reason, you feel we do not meet the standards you expect of us, you are also entitled to make a complaint to your local supervisory authority:Information Commissioner's Office (United Kingdom)EU Data Protection Authorities (DPAs)

‍For Users in Other Jurisdictions

‍If you are located in a jurisdiction other than the UK or EEA, you may have similar rights under your local laws, including:

‍California Residents (CCPA) California residents have additional rights including the right to know what personal information is collected, the right to delete personal information, the right to opt-out of the sale of personal information, and the right to non-discrimination for exercising these rights.

‍Other Jurisdictions Users in other jurisdictions may have similar rights under applicable local privacy laws. Please contact us to exercise any rights you may have under applicable law.

‍13. Data Retention

‍We will retain your personal data for as long as necessary to fulfil the purposes for which we collect it and as set out in this Privacy Policy and for the purpose of satisfying any legal, accounting, or reporting requirements that apply to us.

Specific Retention Periods

• Customer account and business data: 7 years after account closure (for business and tax record requirements)
• Campaign and advertising data: 3 years after campaign completion (for performance analysis and reporting purposes)
• Platform API data: 2 years after collection (for integration maintenance and analysis purposes)
• Marketing and communication data: 5 years or until opt-out, whichever is sooner
• Technical logs and usage data: 2 years from creation
• Job application data: 2 years after the application process concludes

‍Deletion Process

‍Upon expiry of the applicable retention period, we will securely delete or anonymise personal data unless we are required to retain it for legal, regulatory, or legitimate business purposes. Deletion includes removal from active systems and backup copies, though some data may persist in archived backup systems for a reasonable period before permanent deletion.

‍14. How to Contact Us

‍For questions or concerns about our privacy policies or practices, please contact us at:

‍Maaten Ltd
31 Silverknowes Grove
Edinburgh, EH4 5LZ
United Kingdom

‍Email: support@maaten.ai

‍15. Use of Artificial Intelligence

‍We offer services that include AI-powered analysis of campaign data and metadata enhancement. AI processing is a core component of our service offering, designed to structure campaign data for optimal analysis and insights.

‍Our AI Services

• Campaign Analysis: We use large language models (LLMs) and machine learning algorithms to analyse campaign performance data, identify trends, and generate insights
• Data Structuring: AI processes campaign data to create standardised formats that enable better analysis and reporting
• Metadata Enhancement: Automated enhancement of campaign metadata for improved categorisation and analysis
• Reporting and Insights: AI-generated reports and recommendations based on campaign data analysis
• AI Data Processing
• Customer Control: Customers must explicitly opt-in before any AI analysis is enabled for their campaign data
• Secure Processing: All AI processing occurs on our secure cloud infrastructure with data encrypted both in transit and at rest
• Third-Party AI Services: We may use third-party AI services (including Anthropic, OpenAI, and others) via secure APIs to provide enhanced analysis capabilities
• Data Ownership: Customers retain all rights to their campaign data; AI processing does not change data ownership
• No Model Training: Customer data is not used to train AI models unless explicitly consented to by the customer
• AI TransparencyProcessing Details: Specific information about our AI processing methods and algorithms is available in our AI Transparency Notice at www.maaten.ai/ai-transparency
• Accuracy Limitations: AI analysis may not be 100% accurate and should be considered alongside human judgment and other data sources
• Human Oversight: AI-generated insights and recommendations are designed to supplement, not replace, human decision-making
• Algorithmic Accountability: We maintain logs of AI processing activities and provide explanations for AI-generated insights when requested

‍User Rights Regarding AI

• Opt-out Rights: Customers can disable AI processing for their data at any time through their account settings
• Explanation Rights: Users can request explanations of AI-generated insights and recommendations
• Correction Rights: Users can challenge or request corrections to AI-generated analyses
• Data Portability: AI-structured data can be exported in machine-readable formats upon request

We are committed to responsible AI use and continually review our AI practices to ensure they align with evolving best practices and regulatory requirements.

By using the Maaten Site and Services, you acknowledge that you have read this Privacy Policy, understand it, and agree to be bound by its terms and conditions.