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Privacy Policy & Opt-Out

Last updated: March 1st, 2019

This Privacy Policy provides information about our data platform for digital advertising, explains who we are, how we collect, share and use information, and how you as a user can exercise your privacy rights. This Privacy Policy only applies to information that we collect through our website at www.adsquare.com (“Website”), or otherwise process in the course of providing our products and services through our ‘Audience Management Platform’ (“AMP”).

What does adsquare do?

adsquare is not an ad network, data provider or media agency. adsquare is a digital advertising technology platform. It provides a transparent and neutral data exchange platform that brings together advertisers and data providers in a fair, secure and privacy-friendly way.

The platform has been built mobile-first and facilitates the creation and execution of audience targeting for digital marketing campaigns. Our products and features make advertising more relevant for consumers and allow publishers to offer content for no or lower costs. The platform was built in Germany with user privacy at the core of its design from day one. Therefore, it complies with European Data Protection Regulations (General Data Protection Regulation – GDPR) and applicable national data protection laws.

adsquare processes your information in order to ensure advertisers can provide you with relevant advertising based on your interests, affinities and local context and measure the effectiveness of their campaigns. The aim of this is to effectively reduce the amount of ads you see that aren’t beneficial or of interest to you. An opt-out from targeting would not reduce the amount of ads, it just makes the ads you receive less relevant.

What information do we collect and for which purposes?

The information that we collect about you when you visit our website or platform (A.) and information about you that we process through our AMP (B.) fall into the following categories:

A. Information that we collect from you

At your discretion you can provide us with information and some information is automatically provided by your internet browser when you visit our website. These types of information and our respective processing purposes are as follows:

Types of information Purposes / Use Cases
  • Name
  • E-mail address
  • Company name
  • Position
  • Phone number
  • Country
  • If you wish to receive our newsletter by providing us with your e-mail address or would like to download marketing collateral from our website, we use your contact information to provide you with the requested services.
  • If you are already a client of adsquare or wish to create an account on the AMP we will use your e-mail address, name and login details to maintain your account, let you interact with other platform members and use the products and services offered through the AMP.
  • Browser type and version
  • Operating system
  • Referrer URL
  • adsquare URL’s that are accessed
  • Date and time of the access
  • Internet protocol (IP) address
  • Log file data are automatically provided by your internet browser. In some countries, including countries in the European Economic Area, this information is be considered personal data under applicable data protection laws.
  • Collecting this information enables us to better understand the visitors who come to our website, where they come from, and what content on our website is of interest to them. We use this information for our internal analytics purposes, retargeting campaigns, measuring the success of own marketing campaigns and to improve the quality and relevance of our website to our visitors.


(for more information on the “Types of Data” please refer to the explanation provided below under “Glossary of Basic Terms”)

If we ask you to provide any other information not described above, the information and the reasons why we ask you to provide it will be made clear to you at the point we collect your personal information.

B. Information about you that we process through our AMP

The information described below is not initially collected by adsquare but instead is submitted to the AMP by some of our clients and partners via interfaces such as an application programming interface (“API”) to be available on the AMP.

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 to enable adsquare to process the following information for the purposes listed below. It includes data generated through the platform as well as data clients receive from other sources and then use on the platform.

Types of information Purposes / Use Cases
adsquare uses this information for online marketing purposes throughout its ‘Audience Management Platform’ (“AMP”), a service that allows advertisers to use and manage data in order to improve the effectiveness of their online advertising campaigns. In detail, we use the information for the following purposes:
  • Mobile Advertising ID
  • Cookie Information
1. Storage and access of information

    i. The storage of information, or access to information that is already stored, on user devices such as accessing advertising identifiers and/or other device identifiers, and/or using cookies or similar technologies.
  • Mobile Advertising ID
  • Location Data (latitude, longitude)
  • Date and time of accessing client’s and/or partner’s digital properties or location
  • Cookie Information
  • Audience Segments
2. Personalization

    i. The collection and processing of information about your use of a service to subsequently personalize advertising and/or content for you over time. Typically, the content of a site or app is used to make inferences about your interests, which inform future selection of advertising and/or content (“targeting”).
    ii. The personalization of products and services, including site optimization, email personalization and dynamic marketing and advertising optimization.
    iii. The collection and support of precise geographic location data to enable advertisers to customize ads to a particular location and users’ location behavior.
    iv. The combination of such data with other data from offline sources that were initially collected in other contexts such as socio-demographic household information.
    v. The processing of data to link multiple devices that belong to the same user in order to serve advertising across multiple devices (“cross-device targeting”).
    vi. The creation of modelled online and offline audiences to e.g. find similar users where a similar interest can be inferred (“lookalike modelling”).
    vii. For enabling our customers to associate first-party information to certain Mobile Advertising IDs in order to deliver marketing and advertising services to you (“onboarding”).
  • Mobile Advertising ID
  • Location Data (latitude, longitude
  • Date and time of accessing client’s and/or partner’s digital properties or location
  • Audience Segments
3. Ad Selection, Delivery and Reporting

    i. The collection of information, and combination with previously collected information, to select and deliver advertisements for you, and to measure the delivery and effectiveness of such advertisements. This includes using previously collected information about your interests to select ads, processing data about what advertisements were shown, how often they were shown, when and where they were shown, and whether you took any action related to the advertisement, including for example clicking an ad or making a purchase.
    ii. The creation of offline and online campaign measurement reports, analytics, and development of audience insights.
    iii. The collection and support of precise geographic location data to enable footfall analyses and report on store visitation, the effectiveness of localized advertisements as well as the development of location insights reports.
  • Mobile Advertising ID
  • Location Data (latitude, longitude)
  • Date and time of accessing client’s and/or partner’s digital properties or location
  • Audience Segments
4. Measurement

    i. The collection of information about your use of certain content, and combination with previously collected information, used to measure, understand, and report on your usage of the service.
  • Mobile Advertising ID
  • Location Data (latitude, longitude)
  • Date and time of accessing client’s and/or partner’s digital properties or location
  • Audience Segments
5. Platform Operation

    i. Analyze, develop, improve, and optimize the use, function and performance of adsquare products and services.
    ii. Provide, operate, manage, maintain, and enhance the AMP.

(for more information on the “Types of Data” and purposes please refer to the explanation provided below under “Glossary of Basic Terms”)

Data being submitted to adsquare from our clients and partners uses pseudonymous identifiers associated with your mobile device rather than names, email addresses or phone numbers. In addition to this, adsquare utilizes hashing, encryption and de-identification techniques to help ensure your privacy is safeguarded at all times when data is shared with third parties. adsquare enforces generally accepted industry security standards on the AMP to protect the information both during transmission and once it is received..

Legal basis for processing (EEA visitors only)

If you are a visitor 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 details provided below under “Contact Us”. However, by way of example, we rely on our legitimate interests to process information for direct marketing purposes and for fraud prevention and detection, provided these interests are not overridden by your data protection interests or fundamental rights and freedoms (Art. 6 para 1 lit. f) GDPR).

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 services (for example, to support the delivery of, provide functionality on, or help to enhance the security of our website), or who otherwise process personal information 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, ad agencies, web publishers, demand side platforms, data management platforms or supply-side platforms which are listed in our Partner List, to deliver interest-based advertising, measurement or reporting services
  • 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 Notice.

International Data Transfer

Our servers are located in the European Union (the Netherlands, France and Germany). However, your information may be transferred to and processed in countries other than the country in which you are resident. These countries may have data protection laws that are different from the laws of your country and, in some cases, may not be as protective.

In particular, some of our third parties we share your information with (see our third party list at www.adsquare.com/privacy/partner-list) may operate outside the EEA (e.g. United States of America). This means that when we transfer your information to these third parties, your information will be processed outside the EEA. If you are located in the EEA, we have taken appropriate safeguards to comply with EEA data transfer restrictions such as implementing a legal mechanism to lawfully transfer your personal information between the EEA and non-EEA countries, such as the United States. Where applicable, we implemented the European Commission’s Standard Contractual Clauses (“SCC”) for transfers of personal information with our affiliate as well as our clients and partners, to protect personal information they process from the EEA in accordance with European Union data protection law. You can obtain a copy of the SCC by contacting us using the contact details provided under the “Contact Us” heading below.

How long do we keep your information?

We retain personal information we collect from you as long as we have an ongoing legitimate business need to do so (for example, to provide you with a service you have requested or to comply with applicable legal, tax or accounting requirements).
In any event, information that is transferred to us by our clients and partners will be deleted after a maximum period of three months or earlier if our clients and partners select to delete and update their data on the AMP more often.

Your data protection rights

You have the following data protection rights:

  • If you wish to access, correct, update or request deletion of your personal information, you can do so at any time by contacting us using the contact details provided under the “Contact Us” heading below.
  • In addition, if you are subject to European Data Protection Regulation, you can object to processing of your personal information, ask us to restrict processing of your personal information or request portability of your personal information. Again, you can exercise these rights by contacting us using the contact details provided under the “Contact Us” heading below.
  • You have the right to opt-out from our marketing communications at any time. You can exercise this right by clicking on the “unsubscribe” or “opt-out” link in the marketing e-mails we send you. To opt-out of other forms of marketing (such as postal marketing or telemarketing), please contact us using the contact details provided under the “Contact Us” heading below.
  • Similarly, 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 information conducted in reliance on lawful processing grounds other than consent.
  • You have the right to complain to a data protection authority about our collection and use of your personal information. 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.)


We respond to all requests we receive from individuals wishing to exercise their data protection rights in accordance with applicable data protection laws.


Google Analytics

This website uses Google Analytics, a web analytics service provided by Google, Inc. (“Google”). Google Analytics uses “cookies”, which are text files placed on your computer, to help the website analyze how users use the site. The information generated by the cookie about your use of the website (including your IP address) will be transmitted to and stored by Google on servers in the United States. In case of activation of the IP anonymization, Google will truncate/anonymize the last octet of the IP address for Member States of the European Union as well as for other parties to the Agreement on the European Economic Area. Only in exceptional cases, the full IP address is sent to and shortened by Google servers in the USA. On behalf of the website provider Google will use this information for the purpose of evaluating your use of the website, compiling reports on website activity for website operators and providing other services relating to website activity and internet usage to the website provider. Google will not associate your IP address with any other data held by Google. You may refuse the use of cookies by selecting the appropriate settings on your browser. However, please note that if you do this, you may not be able to use the full functionality of this website. Furthermore you can prevent Google’s collection and use of data (cookies and IP address) by downloading and installing the browser plug-in available under here.

You can refuse the use of Google Analytics by clicking on the following link. An opt-out cookie will be set on the computer, which prevents the future collection of your data when visiting this website: Disable Google Analytics.
Further information concerning the terms and conditions of use and data privacy can be found at http://www.google.com/analytics/terms/gb.html or at https://www.google.de/intl/en_uk/policies/. Please note that on this website, Google Analytics code is supplemented by “anonymizeIp” to ensure an anonymized collection of IP addresses (so called IP-masking).

Opt-Out 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 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 6:

  • Choose Settings > General > About > Advertising
  • Turn on Limit Ad Tracking

iOS 7 or higher:

  • Choose Settings > Privacy > Advertising
  • Turn on Limit Ad Tracking


  • Choose Google Settings > Ads
  • Check Opt out of interest-based ads


Opt-Out via Advertising ID

To specifically opt-out from our services without changing your device settings, you can use the following 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”

Opt-Out Form available on adsquare website via www.adsquare.com/privacy

Please enter your Advertising ID here:

Glossary of Basic Terms

Term Explanation
API The Application Program Interface is a set of routines, protocols and tools that allow platforms to communicate with each other. Typically, an API offers a service based on an input signal to clients.
Audience Insights Aggregated analysis of audience characteristics and behavior of user groups to get a better understanding of clients, prospects or users that have previously interacted with advertising campaigns.
Audience Segments Audience segments are created by dividing a population of people into subgroups based on defined criteria such as demographics, preferences, psychographics, behavioral or communication behavior, media usage etc. It is the process of organizing groups of users into meaningful and manageable segments which enables tailored communication messages.
Cookie A cookie is a small text file that is stored on your computer when accessing websites. Cookies allow a website to recognize users’ browser and to remember preferences and interests.
Cross-Device Targeting Cross-Device Targeting includes different ways marketers, publishers and advertising technology companies try to reach users across smartphones, tablets, desktop computers and other electronic devices. It enables storytelling and a limitation of exposures also known as frequency capping.
Data Exchange Platform A platform that acts as a neutral marketplace and connects users of data (e.g. advertisers) and owners of data (e.g. publishers). Data exchanges usually consolidate data in any format from different sources.
Footfall Analysis Analysis of the effectiveness of local advertising and whether certain advertising campaigns lead to higher footfall for specific retail locations.
GDPR GDPR means Regulation (EU) 2016/679 of the European Parliament and of the Council of 27 April 2016 on the protection of natural persons with regard to the Processing of Personal Data and on the free movement of such data, and repealing Directive 95/46/EC (General Data Protection Regulation).
Interest-based Advertising Interest-Based Advertising means (i) the collection of data across multiple digital properties or other sources for the purpose of profiling and delivering advertising based on preferences or interests known or inferred from the data collected and (ii) the collection of data about a user’s activity on or in one digital property or source for the purpose of profiling and delivering advertising based on that data on a different digital property.
IP Address The IP Address is based upon the Internet Protocol system, which is used for several computers to communicate through the internet and identifies a computer or network. In combination with specific databases, IP Address can be used to locate a user’s device or its access point.
Location Data Any information about the location of a smartphone or other device, indicating the geographical position of the a user, including data relating to the latitude, longitude or altitude of the device, the direction of travel of the user and time the location data was recorded.
Location Insights Reports Analysis of audience characteristics and behavior of user groups that visit certain locations such as retailers. These aggregated statistics could be used for retail analyses, analyzing audience characteristics throughout the day and week etc. to offer more personalized services.
Mobile Advertising ID A Mobile Advertising ID (MAID) is a user-specific, unique, resettable identifier for advertising. Through the identifier provided by the mobile device’s operating system, MAIDs help developers identify users that use their app. Some of the formats of mobile advertising identifiers include Google’s version (AAID = Android Advertising Identification) and Apple’s (IDFA = Identifier For Advertising).
Online Behavioural 
Advertising Online Behavioural Advertising (OBA) is a sophisticated form of personalized and targeted advertising based on the collection and use of user data such as web browsing activity, pages visited, ads clicked and products purchased or shown an interest in etc. OBA also includes retargeting whereby a product viewed on a retail website, for example, is subsequently advertised on other websites visited by the same browser.
Referrer URL The Referrer URL identifies the address of the website that linked to the resource being requested. By checking the referrer, the new website can see where the request originated from.

Contact Us

If you have any questions or concerns about our use of your personal information or if you have questions about privacy on the AMP, please contact our Data Protection Officer using the following details: privacy@adsquare.com.

The data controller of your personal information is:

adsquare GmbH
Saarbrücker Str. 36
10405 Berlin

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