Purpose
The purpose of this third-party pixel is to collect data from the performance
API of JavaScript with the aim of building a model that estimates the amount of
CO2 generated in online ads.
Our solution measures the carbon emission and energy consumed by ad
impressions.
To this end, we use a script which can be embedded directly inside a regular
ad tag.
Upon the rendering process of the ad, the ad from our client calls our domain
carbontag.hiili.org to download the ad tag using a specific URL where different
parameters are included (e.g., campaign id, ad_id, etc).
These parameters are used for reporting purposes.
Our tag collects several attributes from the browser (none of them including
personal data) and sends them to our backend server sitting at
server.hiili.org.
Upon receiving these attributes in our backend, our solution uses them
to compute the energy consumed by the ad as well as the carbon emissions
associated with the ad using our proprietary technology.
Data collection and processing
Our tag collects the following data.
| data type |
purpose |
| Clicks |
Estimating the CO2 generated per each click on the ad. |
| Performance |
Retrieving duration events, enabling us to compute more accurate CO2
consumption estimations. |
| performance.getEntries |
Obtaining a comprehensive dataset that influences CO2 generation
estimations. |
| Navigator |
Understanding the user's platform helps us report CO2 usage based on
the type of device or system being used. |
| Screen |
Factoring in the screen size to our estimations. |
| Size |
Factoring in the ad format's size contributes to the overall
estimation of CO2 emissions. |
| Parent URL |
Knowing the webpage where the ad is displayed helps us understand
its influence on CO2 generation. |
| IP address |
Knowing the country where the ad it displayed. |
Domains
We use the following Domains to ensure Hiili can provide a reliable service to our
clients and end-users.
| domain name |
purpose |
|
carbontag.hiili.org |
This is the domain from which our script is fetched, whenever an ad
containing our Carbontag is loaded. |
|
server.hiili.org |
This is the end point where the aforementioned data is sent, to be
used to compute energy consumptions and resulting carbon emissions.
|
Data Access
We access the data by inspecting the HTML DOM of the ad, and analyze the requests
and responses the ad performs to load the ad's content and track events with
third-parties.
Data Storage
The collected information is stored in a secure backend server located at
Amazon Web Servers (AWS).
Access to the server is limited to the team working on this project and is
protected by user and password credentials.
We want to make it clear that our solution does not
engage in any practices that compromise your data privacy.
Specifically, we do not handle any ad targeting, geo-targeting, or buy/sell
any data.
We do not collect or use device IDs, employ any methods to track users, or
gather information from users across multiple devices.
We also do not gather any personally identifiable information (PII) or utilize
PII for any purpose.
Our commitment to your privacy extends to our advertising practices as well,
as we do not conduct direct retargeting or contextual targeting.
Furthermore, we do not capture hyperlocal data upon serving the pixel,
maintain user profiles or models, use cookies, or access the local storage of
the user.
Your trust is important to us, and we take your privacy seriously.
Cookieless
Our Carbontag pixel does not uses cookies nor the local storage to write or
read information.
Therefore, it does not manage any personal information linked to cookies or
device storage.
GDPR Compliance
The only personal data collected by our technology is the IP address.
We use it for a legitimate purpose and are therefore compliant with GDPR.
Specifically, we collect the IP address for the following purposes:
1) Identify the source of potential cybersecurity attacks;
2) Map the IP address to a specific geolocation. We currently map the IP address to the country.
Therefore the Carbontag is fully compliant with the GDPR regulation.
IAB
We are members of Interesseorganisasjonen for digital markedsføring og
kommunikasjon (INMA), the official representative of IAB Europe in
Norway.
TCF
We have undergone the IAB Europe's Transparency & Consent Framework verification,
and we have been validated and assigned the following TCF Vendor ID: 1247