Myriad Privacy Policy

Myriad provides Identity Resolution and Activation Services designed to enable our clients and their partner cohort to reach audience members with greater efficiency and more relevant content across a diverse range of digital channels, including but not limited to online, mobile, email, SMS, IoT and addressable TV.

The purpose of this Privacy Policy is to help audience members, clients and partners understand how the Myriad Identity Resolution Framework works, what data is involved in these services and what measures we take to respect the privacy of the data with which we have been entrusted.

Myriad Identity Resolution Framework

The Myriad Identity Resolution Framework include data onboarding, linking, and distribution to many of the players in the digital marketing industry to enable smarter targeting with more relevant messages and more accurate measurement. Onboarding is a service that loads data collected offline into the digital ecosystem, so it can be used for digital marketing purposes. The players include marketers wishing to reach consumers, advertising supported websites, advertising supported apps, email marketing services, and addressable TV channels.

Today consumers interact with marketers and brands through a variety of channels – offline and digital. This cross channel interaction is known as “omni channel.” Myriad services are used to support these interactions for several types of entities in the digital marketing industry, including:

Platform Partners: Myriad maintains partnerships for distribution with Publisher AdTech  and MarTech providers in the online, app, email, SMS, IoT and addressable TV ecosystem. With these partners and by utilising our Identity Resolution Framework, Myriad enables marketers to display relevant ads to specific individuals across the range of channels.

Second Party Data Providers: Myriad also offers services that allow second-party data providers, to onboard their offline marketing data and sync their digital data in such a way that it can be used by marketers to progressively enrich their Identity Assets.

Brands: Myriad offers Identity Resolution Framework to digital marketers that advertise to consumers:

* Brands can onboard their proprietary offline and digital data for their own use to target marketing messages on their own website and/or their own mobile apps, and in email.

* Brands can use their own onboarded proprietary data along with second party onboarded data to activate and offer more relevant audience touch points through Myriad partners.

* Brands can also connect performance information about their omni-channel ad and email marketing campaigns to understand how to improve the effectiveness of future campaigns.

Other Digital Partners:

There are other players in the digital marketing industry that Myriad partners with to enable our Identity Resolution Framework. These include cookie, mobile, IoT and addressable TV match partners that allow Myriad to recognize an individual across various channels. In addition, Myriad sells Identity Resolution Framework to other second party Framework Members to help facilitate their offerings.

Identity Resolution Framework work across channels

Due to technical differences across the channels, Myriad uses different approaches tailored specifically to each channel to provide our Identity Resolution Framework. The common basis of these services is an ID that Myriad assigns to an individual. The ID may be used in a personally identifiable state or in a manner that is not used to identify the individual, depending on the channel and the use.

Myriad collects certain types of information in connection with our Identity Resolution Framework. This includes personal data such as name, postal address, email address, and phone number if permitted by our partners and clients through policy notices they have provided to consumers. We also collect other data such as IP address, mobile device ID, and browser and operating system type and version. In addition, we handle, process, and share this data with our marketing platform partners in the course of performing our services; however we do not retain or use this data for our own internal business purposes unless permitted by our clients.

Myriad Cookie-based Identity Resolution Framework

Identity Resolution Framework for cookie-based integrations are based on a Myriad ID and a Myriad cookie that together identify a browser. The cookie containing the ID is set when a consumer engages with our cookie match partners on digital channels. When match partners recognise the consumer, they enable Myriad to recognise the consumer as well and set the Myriad cookie containing the appropriate ID.

For example, our match partners may enable us to place or recognize a cookie on your computer or device, and our match partners may share personal data with us, such as your name, postal address, or email address. Myriad uses these signals to link the values to an ID. We also may collect information such as the device’s IP address and browser or operating systems type and version. We use this information to recognize consumers across different channels and platforms over time for the purposes of facilitating online marketing, analytics, attribution, fraud detection, and reporting purposes.

For cookie-based integrations, three types of connections are maintained. The first is the connection between Myriad cookies and marketing platform partner cookies, a sync that enables Myriad to distribute marketing data to partners on behalf of our clients. In this case, the Myriad cookies containing Myriad IDs are synced with cookies set by our marketing platform partners.

The second connection is between Myriad cookies and second-party data providers. In this case, second party data providers onboard their data and Myriad matches it to the appropriate Myriad IDs, thereby connecting the data to the correct Myriad cookie.

Finally, the third connection is between a brand’s data and the Myriad cookie. When marketers onboard their data, Myriad associates the brand’s data with the Myriad ID, thus connecting this data to the Myriad cookies.

Once all these connections are made, a marketer can use them to understand how ad or email marketing campaigns perform and deliver ads or offline marketing to specific individuals when they visit a website with ad inventory. For example, we may facilitate the delivery of an ad to an individual in his or her web browser based on a purchase he or she made in a physical retail store, or we may enable a brand to send a personalized marketing email to that individual based on the fact that he or she visited a particular website.

Myriad cookies are set with an name and expire from Myriad’s system after 90 days unless they are renewed or refreshed.

Myriad Mobile Identity Resolution Framework

Identity Resolution Framework for mobile ID integrations are similar to cookie integrations except they use the mobile advertising ID assigned to the device instead of a cookie – namely the Apple ID for Advertising (IDFA) and the Android Advertising ID (AAID). We associate the Myriad ID with the mobile ID just like we would associate the cookie. Myriad links marketing platform partners, third party data providers, and data from a brand to mobile devices through the Myriad ID.

Mobile advertising IDs do not expire like cookies. Instead the device gives the user the ability to change the ID at any time, thus breaking the connection between the old ID and the device. Consistent with our online policy, Myriad IDs are used to recognize individuals so relevant ads and offline marketing can be delivered and campaigns can be measured.

Myriad Addressable TV Identity Resolution Framework:

Identity Resolution Framework for addressable TV integrations are similar to online and mobile services except they use the subscriber ID assigned by the carrier to the set-top box instead of a cookie or a mobile ID. We associate the Myriad ID with the subscriber ID just like we would associate the cookie or mobile ID. Myriad links marketing platform partners, third party data providers, and data from a brand to subscriber IDs through the Myriad ID.

Addressable TV subscriber IDs do not expire like cookies. Instead the carrier gives the user the ability to determine if they wish to see targeted marketing on their TV. Consistent with our online and mobile policy, Myriad IDs are used only to recognize individuals so relevant ads can be delivered and campaigns can be measured.

Personal Data versus Anonymous Connectivity:

Myriad may recognize an online, mobile or addressable TV user in two ways. First when our match partner shares personal data with us, or second when they share other information with us that is not used to identify individuals. When they share personal data, we can recognize a consumer on an identifiable basis. However, to preserve user privacy, we create a unique Myriad ID when we combine it with other anonymous data.

Myriad values the preservation of consumer privacy, designing its systems and services to treat personal data and other information that is not used to identify individuals with utmost care. Myriad chooses the appropriate Myriad ID, either personal data or de-identified, based on the services it has been asked to perform; it does not mingle the two in any way that compromises user protections or choice.

Data Retention

We retain data collected for our data products for as long as it is useful in our products, either as an actual variable or in order to derive other variables. Personal data not used for any purpose is deleted. If someone objects to us processing their data, we will remove it from our data products, and then from our environment in accordance with our data deletion cycle unless we have a valid justification to hold on to it such as to resolve disputes or comply with our legal obligations.

Your choices and how to contact us about Myriad data Identity Resolution Framework

Opting-out of Myriad Identity Resolution Framework

Myriad gives consumers the opportunity to opt-out of all our Identity Resolution Framework. Click here to learn about permanent email-based opt-out features and to access our cookie-based opt-out. We also offer a mobile device ID opt-out here.

Keep in mind that opting out of Myriad through our opt-out channels does not disable advertisements altogether. Instead, opting out means that Myriad services will no longer be used to facilitate targeted marketing to your browser, device, or email address. In other words, you will still see advertisements and receive email marketing, but they will be less relevant to you.

If you create a new email address, reset the mobile advertising ID on your device, or use a new browser, you will need to apply the appropriate opt out to that new email address, new device ID, and/or new browser as opt-outs are not necessarily transferred between email addresses, browsers, or devices.

Opting-out of Myriad Identity Resolution Framework

Myriad requires that our partners meet the same high standards we have. We contractually require that our match partners employ notice and choice mechanisms, and we work with other information service providers and our partners to assist them in following their respective industry standards.

How to contact us

If you wish to contact our privacy team about Myriad Identity Resolution Framework, please send an email to Our principle place of business is Level 6, 9 Raffles Place, Republic Plaza, Singapore 048619.

Supervisory Authority

If you consider that our processing of your personal data infringes data protection laws, you have a legal right to lodge a complaint with a supervisory authority responsible for data protection.