Privacy Policy

Privacy Policy

Privacy Policy

1. Who we are

Mediaprobe is a real-time, physiological, and behavioral analytics media testing platform.

We help media organizations, rights holders, producers, broadcasters, media agencies, and brands improve media ROI by capturing and analyzing consumers’ physiological and behavioral responses to media content, on a second-by-second basis.

Mediaprobe is committed to international compliance with data protection laws, regulation, and rules (RGPD, UK GDPR, GDPR, US Data Protection Laws, etc).

Mediaprobe also acts according to the international requirements and guidelines of market research – ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics – and the ESOMAR data protection checklist.

2. Definitions

Privacy Policy – This Privacy Policy establishes how Mediaprobe takes care of your personal data, which personal data we collect, how we process these data and which are your rights regarding your personal data. This Privacy Policy applies to the website, apps, services, operations of Mediaprobe and  comprises all Mediaprobe services, offerings, operations and mobile apps (MP MediaTest  and MP OpenView).

Data Protection Regulations – These Regulations lay down rules relating to the protection of natural persons with regard to the processing of personal data and rules relating to the free movement of personal data. It also establishes the data subject’s rights regardless of their personal data.

Personal data –  means any information relating to an identified or identifiable natural person (‘data subject’); an identifiable natural person is one who can be identified, directly or indirectly, in particular by reference to an identifier such as a name, an identification number, location data (The app needs location permission to enable a scan nearby Bluetooth devices, although it does not use or store any location data), an online identifier.

Sensitive Personal data – any information relating to an identified or identifiable natural person that describes one or more factors specific to the physical, physiological, genetic, mental, economic, cultural or social identity of that natural person.

Processing – means any operation or set of operations which is performed on personal data or on sets of personal data, whether or not by automated means, such as collection, recording, organisation, structuring, storage, adaptation or alteration, retrieval, consultation, use, disclosure by transmission, dissemination or otherwise making available, alignment or combination, restriction, erasure or destruction.

Controller – means the natural or legal person, public authority, agency or other body which, alone or jointly with others, determines the purposes and means of the processing of personal data.

Processor – means a natural or legal person, public authority, agency or other body which processes personal data on behalf of the controller.

Data Protection Officer (DPO) – It is responsible for privacy programs and data protection in our organization and to answer your doubts and your requests related to your personal data.

Client – It is the entity (private, public, governamental, etc) who contracts the services of Mediaprobe.

Panelist (MP Community) – Individual who agrees to participate in remote psychophysiological monitoring studies who belongs to a community that is managed by Mediaprobe.

Panelist ( Community) – Individual who agrees to participate in remote psychophysiological monitoring studies who belongs to a community that is managed by fieldwork agencies external to Mediaprobe.

Leads – Potential clients handled by the Marketing and Commercial areas of Mediaprobe.

Background check – For people who want to work with us (candidates), our HR department performs some checks regarding financial information, personal and professional references (from individuals recommended by the candidates) and id verification.

Navigation Data –  Data collected through cookies; Apps: time spent by screen, session state, counting clicks by screen; Website: interaction, basic demographic data, pageviews, etc.

Cookie – Cookie is a simple text file to store pieces of information and depends directly on the content accessed via website or app; does not allow the collection of personal data from the user.

3. Which personal data we process

Mediaprobe’s operations demand that several kinds of data are collected – employees,  suppliers, and client’s personal data, and panelist’s physiological data and (in cases when the  panel is owned by Mediaprobe) personal data.

We only collect and process strictly necessary personal data which is adequate, relevant,  and not too extensive in relation to the purpose.

This information is collected, treated, stored  and destroyed, when justified, following the principles of this privacy policy and Data Protection Regulations.

3.1. Types of Personal data collected

Panelists (MP community)

(see 2. Definitions)

name, address, age, email, telephone contact, physiological data, declarative dial data, survey responses, audio fingerprints, screen capture, user IP and navigation data. - see 2. Definitions

Panelists (Third party community)

(see 2. Definitions)

email (in some cases), physiological data, declarative dial data, survey responses, audio fingerprints, user IP (from client-side platform)


Information in CVs, contact information, bank account, dependent's info and other relevant data to their role.


Background check (personal references, id number and other relevant data) - see 2. Definitions

Website (

name, email, phone number, home address, as well as any other type of information that is provided (e.g., professional background, academic training, etc.) and navigation data. - see 2. Definitions


(see 2. Definitions)

email, telephone contact, address


(see 2. Definitions)

email, telephone, name, title, company, country

3.2. Purposes to process your personal data

  • Mediaprobe works remotely with panelists (as in 2. Definitions) who agree to participate in remote psychophysiological monitoring studies.
  • Recruitment surveys: MindProber works remotely with hundreds of people (See panelists in 2. Definitions) who participate voluntarily in our Market Research activities and may fill application forms / surveys available through the website.
  • Identify and provide access to our website and mobile apps.
  • Web app / mobile apps: The screen and media audio (no microphone audio is collected) may be recorded after previous consent of the user for the purpose of video and audio metadata generation.
  • Contact Form: to send news and information if you contacted us through the website (Contact us).
  • Provide technical support, and to manage the delivery and retrieval of the sensors.
  • For third party communities the email is used for automatic password recovery (e.g. this data shall only be used for automatic reset and retrieval of the password).
  • Mediaprobe tracks, for security reasons, the IPs of the users of the client-side platform. This data should never be cross-referenced to specific Clients, except in acknowledged cases of  security breaches.

3.3. How we process your personal data

  • Data is processed in a manner that ensures proper security, including protection against unauthorized or illegal processing and against accidental loss,  destruction, or damage, using technical and organizational measures.
  • The data collected during monitoring sessions (physiological data, declarative dial data, survey responses and audio fingerprints) are collected, stored, and treated completely in  pseudonymised format.
  • Audio fingerprints are hash-coded representations of audio (non reversible and non audible) that do not allow to identify the participant and are used to identify the TV channel participants are watching, and synchronize the physiological data  with the content.
  • Physiological, declarative and survey responses are accessed and treated pseudo-anonymously by the research staff and in any circumstances, there is the possibility of crossing personable identifiable information with this data.
  • Client’s information is accessible only to those responsible for the sales, financials and accounting departments.
  • Employees’ personal information is properly stored, and accessible only to those responsible for the accounting and human resources departments.
  • For candidates, all information obtained in the background check (as in 2. Definitions) is confidential and will be accessible only to the human resources department.

The candidate has the right to request the information contained in the Reference Check form.

3.4. How long we store your personal data

  • Data will not be kept for longer than necessary for the purpose.
  • By default, individual raw data (physiological data or declarative data) is stored for 12 months.
  • Audio fingerprints are discarded immediately after synchronization, during the monitoring session.
  • For third party communities, email will not be stored for longer than required (only while the participant is active in the community).
  • For Clients, once the partnership is terminated, the client’s data should be deleted from our database within 6 months after the contract has ended.. The data resulting from work with the client, remain stored for the minimum time  stipulated by the Portuguese law, only for accounting purposes.
  • In case of an employee dismissal, the data must be deleted or stored for the period stipulated in Portuguese Law.  Personal data may also be processed, if necessary, to enforce a legitimate interest of  Mediaprobe, where applicable laws allow for the processing of Personal Data based on  legitimate interest.
  • The metrics calculated from individual data, as required by clients to be included in the session reports, are stored for 5 years, unless another data retention period is  specified on the Master of Service agreement established between Mediaprobe and the Client (as in 2. Definitions).

3.5. Transmission and/or transference of personal data

  • Mediaprobe does not transfer personal data to any third party. All data transferred to third parties is in the form of aggregated statistical information (Data anonymization).
  • Mediaprobe does not transfer personal data to recipients outside the company, unless during live monitoring sessions, we may transmit audio fingerprints to third party Audio Content Recognition (ACR) providers. However, audio fingerprints do not allow us to identify the Panelist (as in 2. Definitions).
  • To perform our activities we can use third party suppliers to provide Information Technology services, such as cloud hosting services, softwares platforms, database maintenance, etc.

These suppliers may have their headquarters outside the EEE, but through contractual clauses in compliance with the data privacy laws, we guarantee that those third parties can provide a secure processing of your personal data.

4. Rights of Data Subjects

Data Protection regulations guarantee the rights of data subjects to:

  • Rectification of personal data – data subjects have the right to request the correction of the data that Mediaprobe stores about them if they are not correct or  have undergone changes.
  • Access to personal data – data subjects have the right to request a copy of their personal data.
  • Data portability – data subjects have the right in certain circumstances to request the personal data they have provided in a structured, commonly used and machine-readable format and have the right to transmit those data to another controller.
  • Oppose the processing of personal data – data subjects have the right to object to the processing of personal data.
  • Limit the processing of personal data – if data subjects consider that their data is incorrect or if they believe that we should not process it, they can ask to  withdraw the right to process it.
  • To be forgotten – data subjects have the right to permanently erase their data from our databases whenever they request it. Once this right has been exercised, and after all  due diligence (including the return of the physiological sensor), data will be deleted  from our databases, following Mediaprobe’s procedures for handling these requests.
  • Opt-out to the sale of personal information (US) – data subjects have the right to request that their personal information cannot be sold or shared with third parties for monetary or other valuable consideration.

5. In case of doubts or exercising of your rights

If you have any doubt about this Privacy Policy or if you want to exercise any of your rights, you can contact our Data Protection Officer (DPO) through the e-mail:

This privacy policy will be revised and updated annually or in case of significant changes and can be accessed through our website:

But don’t worry: we will let you know if this policy has significant changes or if we will need to obtain your consent again.

Last Update:  January, 2024