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Platform Privacy Policy

Platform Privacy Policy

This Platform Privacy Policy (“Policy“) provides information about how adsquare GmbH (“Adsquare”, “we”, “us”) processes Personal Data within the scope of the products and services that we offer through our Platforms.

Adsquare’s processing of Personal Data is subject to applicable data protection laws such as the General Data Protection Regulation (EU) 2016/679 (“GDPR“) and applicable national data protection laws (e.g. the Federal Data Protection Act (“BDSG“).

Terms such as “Controller“, “Processor“, “Data Subject“, “Personal Data“, “Processing” (and “Process“) and “Special Categories of Personal Data” shall therefore have the meanings given in the EU General Data Protection Regulation.

If you reside in the U.S., please visit our US Privacy Supplement section.

Last updated: 1st December, 2022

1. What we do

Adsquare offers a digital advertising technology platform that facilitates the creation and execution of targeting, measuring, and analysing digital and location-based advertising campaigns. It provides a transparent and neutral data exchange platform that brings advertisers and data providers together in a fair, secure, and privacy-friendly way.

This helps companies to make their marketing campaigns more relevant, reducing the number of ads you see that aren’t beneficial or of interest to you and validating their effectiveness. An opt-out from targeting would not reduce the number of ads, it just makes the ads you receive less relevant.

The platform has been built mobile-first in Germany with user privacy at the core of its design from day one. Therefore, it complies with the European General Data Protection Regulation and other local privacy laws such as the CCPA.

In a nutshell:

  • Adsquare does not collect Personal Data from users directly for providing its products and services through our platforms. Adsquare’s platform processes the Personal Data provided by third-party data partners which have chosen to cooperate with Adsquare.
  • Data partners provide Adsquare a license to use their data as a Data Controller. This means that Adsquare decides on the purposes and means for processing the Personal Data.
  • The platform allows advertisers to use and manage data in order to improve their effectiveness and analyse their online and offline advertising campaigns. This helps them to provide you with more relevant advertising, e.g. based on your interests and affinities.
  • This data uses pseudonymous advertising identifiers associated with your mobile device rather than names, e-mail addresses or phone numbers.
  • For some products such as Post-Campaign Footfall Measurement, Audience Insights and some Audience Targeting cases, Adsquare also processes Personal Data on the behalf of a client as a Data Processor. In those cases, the client is the Controller of the Personal Data.

For information about Personal Data collected on our website please visit our Website Privacy Policy.

2. Controller Information

For this Policy, please note that Adsquare is the Controller of all Personal Data provided by third-party data partners. Personal Data is processed in the context of providing Adsquare’s products and services such as but not limited to Audience Targeting, Real-Time Footfall Measurement, OOH Planner, Place Visits or Lookalike Modelling through our platforms.

The legal entity in control of the Personal Data is adsquare GmbH, a company incorporated under the laws of Germany (registration number HRB 171195 B (Amtsgericht Charlottenburg) whose principal place of business is at Saarbrücker Str. 36, 10405 Berlin, Germany.

If you have any questions or concerns about the Controller’s use of Personal Data or if you have questions about privacy at Adsquare, please contact us or our Data Protection Officer using the below Contact Form.

For some of our clients Adsquare may act as a Processor of their data.

3. Sources of Personal Data

  • Clients’ and Partners’ employees that provide their Personal Data to Adsquare to create their platform account as part of their contractual relationship.
  • Partners that collect and provide Adsquare with data, including Personal Data, to be used in our platforms. 
  • Clients that upload their data in our platform for their use.
  • Third party software in our platforms as explained in section 4 below.

At Adsquare, we fully respect your right of informational self-determination. Therefore, we require our clients and partners to satisfy all transparency disclosure and consent requirements before processing their data.

4. What Personal Data do we collect and for which purposes?

A: Information collected from Clients using the Adsquare Platforms

Who collects the Data Personal Data collected Why are we using it?
Adsquare Platform Name, E-mail address, Company name, Position, Phone number, and Country of the Clients and Partners employees that have access to the Platform This Data is used to create our Clients’ and Partners’ accounts on the Platforms, to maintain their accounts, to let our Clients and Partners interact with other platform members and to use the products and services offered through the Platforms.
Adsquare Platform IP Address of the Client that uploads data in the Platform This Data is collected only one time to create the electronic signature for the Data Processing Agreement between the company using the Platform and Adsquare.
Google Analytics (Processor)
  • Language
  • Page_location
  • Page_referrer
  • Page_title
  • Screen_resolution
  • Click
    Each time a user clicks a link that leads away from the current domain
  • File_download
    when a user clicks a link leading to a file (with a common file extension) of document
  • First_visit
    the first time a user visits a website or launches an Android instant app with Analytics enabled
  • Form_submit
    when the user submits a form
  • Page_view
    each time the page loads or the browser history state is changed by the active site
  • Scroll
    the first time a user reaches the bottom of each page (i.e., when a 90% vertical depth becomes visible)
  • Session_start
    when a user engages the app or website
  • Video_start
    when the video starts playing
  • View_search_results
    each time a user performs a site search, indicated by the presence of a URL query parameter
  • Measure Product Performance
  • Measure Product Retention
  • Measure Product Effectiveness
  • Measure Product Value
  • Measure and Analyze User Behavior
  • Reports for
    • Overview of Products
    • Demographics, Geo-Location, Behavior, Device etc. Reports
    • Product Traffic
    • Behaviour
  • Conversion
Intercom (Processor) Registration, contact, and company information:
  • first and last names;
  • email addresses;
  • phone numbers;
  • avatars;
  • company name;
  • employee’s role in your company
Device data:
  • operating system type and version number, manufacturer and model;
  • browser type;
  • screen resolution;
  • IP address;
  • unique device identifiers.
Service data:
  • the website you visited before browsing to the Intercom Services;
  • how long you spent on a page or screen;
  • how you interact with our emails;
  • navigation paths between pages or screens;
  • date and time;
  • Customer Communications Platform
  • Customer Management
  • User Information Database
  • User Tagging
  • User Grouping
  • User Personalization
    • User Reaching
    • User Messaging
  • User Reminder etc.
Mapbox
  • Website Logs and Cookies:
  • IP address,
  • Browser and device type,
  • Operating system,
  • Referring web page
  • The date and time of page visits
  • Offering Offline Maps to Users
Hotjar Hotjar uses cookies and other technologies to collect data on our users’ behaviour and their devices.
This includes:
  • Name, email
  • Device's IP address (processed during your session and stored in a de-identified form),
  • Device screen size, device type (unique device identifiers),
  • Browser information,
  • Geographic location (country only),
  • Preferred language used to display our website.
Hotjar stores this information on our behalf in a pseudonymized user profile.
We use Hotjar in order to better understand our users’ needs and to optimise this service and experience. Hotjar is a technology service that helps us better understand our users’ experience (e.g. how much time they spend on which pages, which links they choose to click, what users do and don’t like, etc.) and this enables us to build and maintain our service with user feedback.

Hotjar is contractually forbidden to sell any of the data collected on our behalf. For further details, please see the ‘about Hotjar’ section of Hotjar’s support site.

B: Information collected from users by third parties that we process through the  Adsquare Platforms

Types of Personal Data Purposes / Use Cases
Mobile Advertising ID
Cookie Information
1. Storage and/or access of information
Cookies, device identifiers, or other information can be stored or accessed on consumers’ devices for all following purposes.
Mobile Advertising ID
Location Data (lat, long)
Date and time of accessing client's and/or partner's digital properties or location
Cookie Information
Audience Segments
2. Selection of basic ads
Ads can be shown to consumers based on the content they’re viewing, the app they’re using, their approximate location, or their device type (“Contextual Targeting”).

Combination of data obtained offline with data available in the moment, about the user, to select an ad ("Local Contextual / Proximity Targeting")

Using precise geolocation data to select and deliver an ad in the moment, without storing it ("Precise Local Contextual / Proximity Targeting", “Digital Out-Of-Home Targeting”)
3. Creation of a personalised ads profile
A profile can be built about consumers and their interests to show them personalised ads that are relevant to them.

Associating data obtained offline with an online user to create or edit a user profile for use in advertising (“Offline Data Onboarding”)

Storing a user identifier, obtained by actively scanning device characteristics, in a profile for use in advertising ("Cross-device Segmentation")

Creating a personalised ads profile, by processing precise geolocation previously stored or made available in the moment ("Place Visit Creation")
4. Selection of personalised ads
Personalised ads can be shown to consumers based on a profile about them. ("Audience Targeting")

Selecting a personalised ad, based on a personalised ads profile, by matching and combining data obtained offline with the data stored in an online profile ("Offline Data Targeting")

Selecting a personalised ad, based on a personalised ads profile, by linking different devices ("Cross-device Targeting")

Selecting an ad based on precise geolocation previously stored ("Place Visit Targeting")
5. Creating a personalised content profile
A profile can be built about consumers and their interests to show them personalised content that is relevant to them.

Associating offline data with an online user to create or edit a user profile for use in content personalisation ("Offline Data Onboarding")

Linking different devices and storing that data point in a profile for use in content personalisation ("Cross-device Segmentation")

Storing precise geolocation data in a profile for use in content personalisation ("Place Visit Creation")
6. Selection of personalised content
Personalised content can be shown to consumers based on a profile about them.

Selecting personalised content, based on a personalised content profile, by matching and combining data obtained offline with the data stored in an online profile ("Offline Data Targeting")

Selecting personalised content, based on a personalised content profile, by linking different devices ("Cross-device Targeting")

Selecting personalised content, based on a content profile, by processing precise geolocation previously stored or made available in the moment ("Place Visit Targeting")
7. Measuring ad performance
The performance and effectiveness of ads that consumers see or interact with can be measured, this includes digital and offline ads such as Out-Of-Home advertising.

Measuring ad performance by matching and combining data obtained offline with the data obtained online ("Offline Data Measurement")

Measuring ad performance by linking different devices ("Cross-Device Measurement")

Measuring ad performance by processing precise geolocation previously stored or made available in the moment ("Footfall Measurement")
8. Measuring content performance
The performance and effectiveness of content that consumers see or interact with can be measured.

Measuring content performance by matching and combining data obtained offline with the data obtained online ("Offline Data Measurement")

Measuring content performance by linking different devices ("Cross-device Measurement")

Measuring content performance by processing precise geolocation previously stored or made available in the moment ("Footfall Measurement")
9. Applying market research to generate audience insights
Market research can be used to learn more about the audiences who visit sites, apps or locations and view ads or are exposed to offline ads such as (Digital) Out-Of-Home posters.

Matching offline obtained data (e.g. panel data) to online obtained data ("Offline Data Insights")

Apply market research to generate audience insights by linking different devices ("Cross-Device Insights")

Use precise geolocation data to apply market research data in order to generate audience and location insights ("Footfall Insights", "Out-Of-Home Planning")
10. Developing and improving products
Consumers' data can be used to improve existing systems and software, and to develop new products.

Developing and improving products by matching and combining data obtained offline with the data obtained online

Developing and improving products by linking different devices

Developing and improving products by processing precise geolocation previously stored or made available in the moment

(For more information on the “Types of Data” and purposes please refer to our section Understanding Privacy and Data Protection).

5. Who do we share your information with?

We disclose your information to the following categories of recipients:

  • To our affiliate and third-party services providers who provide data processing services to us and support us in providing our products and services, or who otherwise process Personal Data for purposes that are described in this Privacy Policy or notified to you when we collect your personal information,
  • To our Clients and Partners including digital marketers, advertising agencies, publishers, demand side platforms, data management platforms or supply-side platforms which are listed in our Partner List (available link: www.adsquare.com/privacy/partner-list),
  • To any competent law enforcement body, regulatory, government agency, court or other third party where we believe disclosure is necessary (i) as a matter of applicable law or regulation, (ii) to exercise, establish or defend our legal rights, or (iii) to protect your vital interests or those of any other person,
  • To a potential buyer (and its agents and advisors) in connection with any proposed purchase, merger, or acquisition of any part of our business, provided that we inform the buyer it must use your personal information only for the purposes disclosed in this Privacy Policy.

6. Your rights as a Data Subject

As a company located in the EU, we guarantee your GDPR rights to:

  •   Access

You can obtain information about the Personal Data that we have about you.

  •   Rectification

You can ask us to correct the Personal Data that we have about you that is incorrect, inaccurate, or incomplete.

  •   Data Portability

You can request your information in a format that is machine-readable.

  •   Object Processing

You can object the processing of your personal data for marketing purposes.

  •   Restrict Processing

You can request the restriction of the processing activities.

  •   Erasure

You can request your data to be erased.

If you wish to exercise any of these rights, you can do so at any time by contacting us using the below Contact Form. 

If we have collected and process your personal information with your consent, then you can withdraw your consent at any time. Withdrawing your consent will not affect the lawfulness of any processing we conducted prior to your withdrawal, nor will it affect processing of your Personal Data conducted in reliance on lawful processing grounds other than consent.

To opt-out from our marketing communications please refer to our Website Privacy Policy below.

You have the right to complain to a data protection authority about our collection and use of your Personal Data. For more information, please contact your local data protection authority. (contact details for data protection authorities in the European Economic Area, Switzerland and certain non-European countries (including the US and Canada) are available here).

If you are a reside in the U.S., please refer to our US Privacy Supplement.

7. How long do we keep your information?

Personal Data will be stored in accordance with applicable laws and kept as long as needed to carry out the purposes described in this Policy or as otherwise required by applicable law (for example, to provide you with a service you have requested or to comply with applicable legal, tax or accounting requirements). 

We do not keep any Personal Data longer than 13 months. In fact, most products and services have automated deletion processes that delete your data much earlier, e.g., after 92 or in some cases 185 days. Only for some statistical analyses we store some data up to 13 months. In other words, any data that can be related to your internet devices are deleted after maximum 13 months.

8. International Data Transfer

Our servers are in the European Union (the Netherlands, France, and Germany). However, Personal Data may be transferred to and processed in other countries as some third parties we share your information with may operate outside the EEA (e.g. United States of America). This means that when we transfer your Personal Data to these third parties, your information will be processed outside the EEA. Where applicable laws require us to utilise a data transfer mechanism, we rely on adequacy decisions as adopted by the European Commission, standard contractual clauses issued by the European Commission or pursuant to established derogations for specific situations. You may obtain a redacted copy (from which commercial information and information that is not relevant has been removed) of such EU Standard Contractual Clauses by contacting us using the below Contact Form.

9. Legal basis for processing (EEA Data Subjects only)

If you are a Data Subject from the European Economic Area (EEA), our legal basis for collecting and processing the information described above will depend on the information concerned and the specific context in which we collect and process it. 

We collect and process information from you only:

  • where we have your consent (Art. 6 para 1 lit. a) GDPR),
  • where we need the information to provide our contractual obligation to you (Art. 6 para 1 lit. b) GDPR) or
  • where we have a legitimate interest to do so.

If you wish to learn more about specific legal ground(s) we rely on to process your information for any particular purpose (including any legitimate interests we have to process information), then please contact us using the below Contact Form.

10. Opt-Out Options

Via Device Settings

Data is only processed in order to show you the most relevant advertising content and to provide statistical analytics products and services. If you’re opposed to this, always read the terms and conditions and privacy notices when installing new apps. Many websites and mobile applications provide opt-out options, and you have the option to limit ad tracking on your smartphone.

If you wish that your location, be private, you can turn the geo-location feature off within the location settings of your device. In addition to this, you can disable ad tracking on your device so that Adsquare will no longer include device information in its audience segments or analytics products and services.

The following instructions explain how to turn off ad tracking for Apple and Android devices:

iOS:

  • Choose Settings > Privacy & Security > Tracking
  • Turn off “Allow Apps to Request to Track” or make your choice per app below

Android:

  • Choose Settings > Google > Ads
  • Check Opt out of Ads Personalization
  • Toggle it off, then tap on “Reset advertising ID”

 

Via Advertising ID

To specifically opt-out from our services without changing your device settings, you can use the below Contact Form to submit your Advertising ID to our platform. To find out your Advertising ID, use the following instructions:

  • iOS users have to download an app (e.g. The Identifiers) and copy the “Advertising Identifier”
  • Android users choose Google Settings > Ads and copy the “advertising ID”

Privacy questions? Contact us!