Processing End User Data Deletion Requests

As a data controller, you may receive requests from end users attempting to exercise their rights of erasure, access, portability, or correction with regard to personal data. To the extent data controllers have shared such information with TUNE and require erasure by TUNE to fulfill the end user’s rightful request, data controllers must communicate that obligation to TUNE, along with the information necessary for TUNE to execute the request.

To fulfill the rights of end users, network employees can submit a data request to TUNE on behalf of an end-user. This request can include:

  • Blanking/truncating personal data
  • Exporting all data we have stored for a user
  • Deleting all data for a user, advertiser, or brand

Submitting a Request

The process for submitting a data request on behalf of your end users is as follows:

  1. Request the GDPR Data Request CSV template from [email protected]
  2. Enter the relevant data provided by your end users into your request CSV
  3. Submit the completed CSV in an email to [email protected]

Once we have received a data request, our support team will validate the CSV contents and confirm the action to be taken. Once validated, TUNE will take best efforts to process this request in a reasonable amount of time.

Formatting Your CSV File

The CSV format includes a required header line as the first line, and data lines following it. Read the following sections carefully to ensure you include your data in the appropriate format, and to ensure you’re requesting the appropriate time frame and transform for data processing.

CSV Header Fields

For the data request process, the header line is as follows:

date_begin,date_end,advertiser_id,device_id,device_id_md5,device_id_sha1,android_id,android_id_md5,android_id_sha1,mac_address,mac_address_md5,mac_address_sha1,google_aid,google_aid_md5,google_aid_sha1,ios_ifa,ios_ifa_md5,ios_ifa_sha1,ios_ifv,windows_aid,windows_aid_md5,windows_aid_sha1,platform_aid,platform_aid_md5,platform_aid_sha1,odin,device_ip,transform,publisher_id,event_type

Important: Your CSV file must include data for at least the “transform” header. A file containing information only in “transform” results in applying the provided changes across all personal data in your network.

CSV Data Fields

For the data request process, data fields must be formatted as described in the table below:

Name Description Accepted Values Example
date_begin Start date (starts at midnight in brand’s preferred timezone) optional date string (YYYY-MM-DD) 2018-02-01
date_end End date (ends at midnight in brand’s preferred timezone) optional date string (YYYY-MM-DD) 2018-02-01
advertiser_id Advertiser ID to filter data by optional numeric value 1234567
device_id Legacy Android device identifier by which to filter data optional alphanumeric value 100000000001
device_id_md5 MD5 hash of device_id optional MD5 string MTAwMDAwMDAwMDAx
device_id_sha1 SHA1 hash of device_id optional SHA1 string 6176eed03b05347bb94b5b8335301745491c7723
android_id Legacy Android identifier by which to filter data optional alphanumeric value 100000000001
android_id_md5 MD5 hash of android_id optional MD5 string MTAwMDAwMDAwMDAx
android_id_sha1 SHA1 hash of android_id optional SHA1 string 6176eed03b05347bb94b5b8335301745491c7723
mac_address Device MAC address by which to filter data optional MAC address string 00:11:22:AA:BB:CC
mac_address_md5 MD5 hash of mac_address optional MD5 string MDA6MTE6MjI6QUE6QkI6Q0M=
mac_address_sha1 SHA1 hash of mac_address optional SHA1 string d672c85988abce4b88fb3bafeaceb4011272be6c
google_aid Google Advertising Identifier by which to filter data optional GUID string f840f25-becf-45bd-bd86-b31832de78cd
google_aid_md5 MD5 hash of google_aid optional MD5 string Zjg0MGYyNS1iZWNmLTQ1YmQtYmQ4Ni1iMzE4MzJkZTc4Y2Q=
google_aid_sha1 SHA1 hash of google_aid optional SHA1 string 9315eb5c55afb720bc3c6d72b959a2eca8dade11
ios_ifa Apple Identifier for Advertising by which to filter data optional GUID string f840f25-becf-45bd-bd86-b31832de78cd
ios_ifa_md5 MD5 hash of ios_ifa optional MD5 string Zjg0MGYyNS1iZWNmLTQ1YmQtYmQ4Ni1iMzE4MzJkZTc4Y2Q=
ios_ifa_sha1 SHA1 hash of ios_ifa optional SHA1 string 9315eb5c55afb720bc3c6d72b959a2eca8dade11
ios_ifv Apple Identifier for Vendors by which to filter data optional GUID string f840f25-becf-45bd-bd86-b31832de78cd
windows_aid Windows Advertising Identifier by which to filter data optional alphanumeric string AAAAAABBBBCCCC111122222222222
windows_aid_md5 MD5 hash of windows_aid optional MD5 string QUFBQUFBQkJCQkNDQ0MxMTExMjIyMjIyMjIyMjI=
windows_aid_sha1 SHA1 hash of windows_aid optional SHA1 string f95dcbb0556c345ecaa771215ecd78e8c29b83bc
platform_aid Amazon Fire Advertising Identifier by which to filter data optional GUID string df07c7dc-cea7-4a89-b328-810ff5acb15d
platform_aid_md5 MD5 hash of platform_aid optional MD5 string Zjg0MGYyNS1iZWNmLTQ1YmQtYmQ4Ni1iMzE4MzJkZTc4Y2Q=
platform_aid_sha1 SHA1 hash of platform_aid optional SHA1 string 9315eb5c55afb720bc3c6d72b959a2eca8dade11
odin Open Device ID Number to filter data on optional SHA1 string 9315eb5c55afb720bc3c6d72b959a2eca8dade11
device_ip Device IP address to filter data on optional IP address 70.183.228.209
transform Type of right being exercised: “Portability”, “Access”, “Correction”, “Erasure” required string Erasure
publisher_id Publisher ID to apply request to optional numeric value 1002
event_type Event type to apply request to: “clicks”, “conversions” optional string clicks

Date Fields

The fields “date_begin” and “date_end” are used to determine the time frame for changes via the data request (in the brand’s preferred timezone). We use the following rules for accepting time frames:

  • When only date_begin is specified, any data that occurs on or after the date_begin date is selected for blanking or extracting.
  • When only date_end is specified, any data that occurs on or before the date_end date is selected for blanking or extracting.
  • When both date_begin and date_end are specified, any data that occurs on or after the date_begin and on or before the date_end date is selected for blanking or extracting.
  • When date_end is not specified or in the future, it is assumed to be now (the time at which the blanking/deleting/extracting/holding process is run).
  • These date fields are used to filter the data down to a date range. When used in conjunction with advertiser_id, the data is further filtered to rows matching that advertiser. When used in conjunction with any ID/IP fields (google_aidios_ifawindows_aidplatform_aiddevice_ip), any ID/IP matches within the specified dates (and matching the specified advertiser_id, if provided) is used for processing (blanking/deleting/extracting/holding).

Transform Types

The “transform” field is used to determine the type of data processing request. We use the following descriptions of each transform:

  • Portability: Request by a user, through a customer (brand), to export any data we have on them, (based on the dates and identifying IDs/IP address provided) for the purposes of transferring from one electronic processing system to another. Known as the “Right to Data Portability” (https://gdpr-info.eu/art-20-gdpr/).
  • Access: Request by a user, through a customer (brand), to export any data we have on them, based on the dates and identifying IDs/IP address provided. Known as the “Right to Data Access” (https://gdpr-info.eu/art-15-gdpr/).
  • Correction: Request by a user, through a customer (brand), to correct any personal data in our systems, based on the dates and identifying IDs/IP address provided. Note that the only info we store to be changed is Device ID and IP address. If no dates or identifying information are provided, the request will process for the entirety of the brand’s data set. Known as the “Right to Rectification” (https://gdpr-info.eu/art-16-gdpr/).
  • Erasure: Request by a user, through a customer (brand), to blank out any personal data from our systems, based on the dates and identifying IDs/IP address provided. If no dates or identifying information are provided, the request will process for the entirety of the brand’s data set. Known as the “Right to Erasure” (https://gdpr-info.eu/art-17-gdpr/).

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