Tiger Media Inc. – €72,000 Fine (Spain, 2025)

Tiger Media Inc., the controller, operated an advertising platform for publishers and advertisers of adult products and services. The platform acted as an ad network, connecting publishers offering advertising space with advertisers seeking to display ads on those websites. Through this platform, the controller processed personal data of users visiting publishers’ websites where its ads were displayed. This included IP addresses, device and browser information, website URLs, referral URLs, clicks, impressions and cookie identifiers. According to the controller, the data were processed for ad delivery, fraud prevention, frequency capping, performance measurement and service improvement. The controller argued that it did not carry out behavioural advertising or profiling. It claimed that any targeting was limited to contextual factors, such as country and language. The controller relied mainly on legitimate interest as a legal basis and argued that publishers, as independent controllers of their own websites, were responsible for obtaining any consent required for cookies. The DPA investigated the controller’s platform and several Spanish websites using it. It found that cookies linked to the controller’s platform were installed on users’ devices without prior consent. These cookies were used for advertising-related purposes, including measuring ad performance, improving ad relevance, limiting frequency and detecting fraud. The AEPD also noted that the controller was not established in the EU. Although the controller stated that it had appointed a representative in Northern Ireland and was in the process of changing representative, the DPA considered that it did not have a valid representative established in the Union. The AEPD held that the controller violated Article 6 GDPR by processing personal data without a valid legal basis. The DPA emphasised that the LSSI, the Spanish law implementing the ePrivacy Directive require prior consent for storing or accessing information on a user’s device through cookies, unless an exemption applies. The DPA distinguished between the placement or reading of cookies, which is governed by the cookie rules, and the subsequent processing of personal data obtained through those cookies, which must comply with the GDPR. Since the cookies were installed without consent, the subsequent processing of the data collected through them could not be considered lawful. The AEPD rejected the controller’s reliance on legitimate interest under Article 6(1)(f) GDPR. It found that users had not received clear information and had not consented to the use of cookies. Moreover, users of the affected websites did not have a reasonable expectation that their browsing-related data would be processed by a third-party advertising network for advertising purposes. Therefore, the processing did not pass the balancing test required under Article 6(1)(f) GDPR. The DPA also held that the controller violated Article 27 GDPR. Since the controller was not established in the EU but processed personal data of users in Spain in connection with its advertising services, it was required to appoint a representative established in an EU Member State. A representative in Northern Ireland did not meet this requirement. The AEPD fined the controller €120,000 in total: €70,000 for the violation of Article 6 GDPR and €50,000 for the violation of Article 27 GDPR. Pursuant to Article 85 of the Spanish administrative Law 39/2015, the notice of initiation informed the controller of the possibility of acknowledging liability and making a voluntary payment of the proposed penalty, which would entail two cumulative reductions of 20% each. With the application of these two reductions, the final penalty was set at €72,000, and its payment resulted in the termination of the proceedings. The AEPD also ordered the controller to adopt corrective measures within three months. In particular, the controller had to ensure compliance with Article 6 GDPR, ensure compliance with the Spanish cookie rules by the service providers using its cookies, appoint an EU representative and notify the AEPD of the measures adopted.