Privacy Glossary
A plain-language guide to the concepts, laws and terminology that shape how Adsquare handles Personal Data — published openly so you don't have to take our word for it.
Most companies hide behind jargon. We publish definitions in plain language because informed users make better choices.
The advertising industry runs on a vocabulary most people never get to see. That's a problem when those same terms decide what happens to your personal data.
This page is our small contribution: every word we use in our policies, defined here. If a term you're looking for is missing, write to us and we'll add it.
The concepts that shape our policies.
Foundational ideas behind privacy and data protection — what the GDPR means by "Personal Data", who counts as a Data Subject, and what "Privacy by Design" actually requires of us.
What is a Privacy Policy?
The Privacy Policy is a document that informs how Adsquare processes Personal Data, including what categories of Personal Data are collected and for which purposes, how the data is collected, for how long is the data processed and what are the rights of the data subjects.
Adsquare has a Website privacy policy, a platforms privacy policy and a cookie policy.
Privacy and Data Protection
Privacy refers to every person's right to self-determine when and within what limits private information should be shared with others.
Your right to Data Protection provides you with tools to control your Personal Data and how companies process your data.
Privacy and Data Protection laws establish limits to how companies can use your Personal Data and how you can exercise your rights.
Applicable Data Protection Laws
Each country has its own laws defining how the rights to Privacy and Data Protection operate in their country.
The General Data Protection Regulation ("GDPR") is a regulation that covers the European Economic Area and that covers the different areas related to the right to Data Protection that companies must apply when using your Personal Data. Because Adsquare headquarters are in Berlin, Adsquare applies GDPR.
Adsquare may also apply other laws that are applicable in places where Adsquare offers its products. For example, in the US, each State regulates how companies can use the Personal Information of the consumers. For a complete list please check our US Supplement.
What is Personal Data or Personal Information?
In the context of our Privacy Policies, we follow the definition of Personal Data provided by the GDPR. We may use the words Personal Data or Personal Information interchangeably.
Personal Data is any information that refers to a natural person (this means a human being) that can be identified or is identifiable using that information. Examples of Personal Data are your name, email, phone number, etc.
Sensitive Data
- Racial or ethnic origin
- Immigration status or citizenship
- Political opinions
- Religious or philosophical beliefs
- Trade-union membership
- Health data
- Sex life or orientation
- Criminal convictions or records
- Genetic or biometric identifiers
- Government-issued IDs
- Financial accounts & security codes
- Mail & message content
- Data on victims of crime
Personal Data of Minors
Adsquare does not knowingly process, share or sell Personal Data collected from children under the age of 18. Adsquare requires its data providers in all countries to provide data only from Consumers over 18 years of age.
Who is a Data Subject?
A Data Subject is the natural person that is identifiable and is subject to the Processing Activities of the Personal Data.
What is Processing?
In the context of Data Protection, Processing Activities refer to any operation that can be performed on Personal Data, for example, collection, recording, storage, use, disclosure, transfer, etc.
What is a Data Controller?
A Data Controller can be a natural person, a company (legal person) or a public authority that determines the purposes and the way Personal Data is processed.
What is a Data Processor?
A Data Processor is the natural person or company (legal person) that processes data on behalf of a Data Controller. The Data Processor can only process the Personal Data on the Data Controller's request.
What is Privacy by Design?
Privacy should be built into new products and features from the very beginning, including appropriate technical and organisational measures in order to meet all GDPR requirements. To ensure this, Adsquare trains its different teams on privacy, so everyone is aware of the data protection principles that we apply when designing our products.
Missing a term? Tell us.
This glossary is alive. If you've come across a word in our policies that isn't explained here, or a concept that deserves a clearer definition, send it our way and we'll add it in the next quarterly review.