TUNE uses IP addresses as one method of processing conversion deduplication and generating regional statistics. In most countries, IP addresses are not regarded as “personal data” that can specifically identify an end-user. However, in the European Union (EU), United Kingdom, and Switzerland, IP addresses are viewed as personal data subject to data protection rights, including the right of data deletion.
We at TUNE respect this, so we provide TUNE clients a way to “pseudonymize” IP addresses from the above regions so they’re stored in an obfuscated form within their network. This means we store only a portion of the IP address for statistics-tracking purposes. This is handled through the IP Address Obfuscation setting.
Does This Situation Apply to Me?
If you have a presence in the European Union, United Kingdom, and Switzerland or work closely with publishers or advertisers that do, we recommend enabling this setting. However, we suggest you discuss this with your legal counsel to clarify any uncertainty.
This setting currently affects only IP addresses in the European Union, United Kingdom, and Switzerland, and will expand in scope in the event other regions adopt similar privacy regulations.
Turning This Setting On
In the Application Settings page, scroll down until you see the IP Address Obfuscation setting. Set that option to “Enabled”, then click on the Save button at the bottom of the page.
Enabling this setting requires the Alphanumeric Transaction IDs setting to also be enabled. That setting will automatically be enabled when IP Address Obfuscation is enabled, and cannot be disabled unless you disable IP Address Obfuscation first.
How TUNE Obfuscates IP Addresses
While this setting is enabled for your network, any IP addresses that are recognized as coming from countries with such personal data privacy laws goes through the following process.
For events that generate transaction IDs (clicks and some impressions): If the generation method involves IP addresses, the entire IP address is used to generate the transaction ID for deduplication purposes. Due to how transaction IDs are generated when using the alphanumeric process, the IP address is not directly saved in the transaction ID.
For all logged events: The last octet of the IP address is replaced with ‘0’ when stored in our system. This includes impression, click, and conversion events as well as for users accessing the network, advertiser, and publisher interfaces.