What is Tobiras?

Tobiras is designed to provide an efficient and automated means of connecting your 1st party data with your key partner campaign performance data and the platform data accessible only via data clean rooms. This aggregation and connectivity allows the surfacing of actionable insights across your key data points, providing deeper performance understanding and informing future media and creative strategies via a reporting dashboard.

What are Tobiras’ core functions?

  1. Connect: Ability for you to connect your hashed 1st party data with your campaign performance data and platform data in our partner cleanroom environments through the Tobiras user interface;
  2. Insights & Analysis: Ability for us to view your insights in aggregate form across multiple campaigns and sources within one dashboard; and
  3. Reporting, Efficiency & Effectiveness: Ability for us, on your behalf, to run campaigns more effectively and efficiently and in turn increase performance of ad campaigns.

How is data transferred within Tobiras?

Your hashed personal data will be uploaded via the Tobiras User Interface and stored initially in dentsu’s Amazon Web Server hosting (for no longer than 48 hours) before being onward transferred to our partner’s cleanroom technology storage.  For a more detailed description, please reach out to your account manager for a copy of our Client Facing Privacy Sheet.

Data Transfers

Upon uploading your hashed personal data to Tobiras you are requested and responsible for selecting the most appropriate dentsu storage location for your data and are requested to acknowledge your understanding of such. The dentsu storage location options are:

US West (N. California);

EMEA (London); and

Asia Pacific (Tokyo, Singapore, Sydney, Mumbai, Jakarta or Hong Kong).

Please consult your legal and compliance teams in order to make the most appropriate decision and to ensure they fully understand that your data will be onward transferred from dentsu’s storage locations to our partner clean room storage locations (only Meta’s storage location is applicable to date). Meta sets out in its Meta AA terms where it intends to store your personal data based on where it is receiving your data from. For this reason, we have made some suggestions in the diagram below about the dentsu server location you may like to choose but would encourage you to consult your legal and compliance teams to validate your choice.

Data Storage and Retention

For the Tobiras platform:

      • The data is stored in the Tobiras AWS instance regional hosting location of your choice for a maximum of 24 hours before being deleted.
      • Where your data cannot be transferred to the partner cleanroom, e.g. insufficient or wrong ID inputs, it will be deleted after 24 hours. In order to proceed, you will need to repeat the upload.
      • Tobiras will show visualisation usage results from the queries run on the data in the partner cleanroom environment. These results do not contain personal data and will be deleted after 90 days.

Meta have confirmed that data:

      • Subject to the EU GDPR, will be initially stored in Ireland before being transferred to the US internally by Meta.
      • Subject to the UK GDPR, US privacy laws and APAC privacy laws, will be stored directly in the US by Meta.
      • Will automatically deleted as follows:
        • Client’s hashed 1st party data after 90 days (or suitably anonymised).
        • Aggregated data after 30 days.
        • Client’s platform data after 90 days.

Security

  • Our security team has conducted an assessment during the design phase. The assessment covers multiple areas including, Identity and access management, data and network security, secure development and application security testing.