Advertising Services Privacy Policy
Last updated: June 2, 2025
| IP addresses | Your IP address is a number assigned by your Internet Service Provider to any Internet connection. It is not always specific to your device and is not always a stable identifier. |
| Device characteristics | Technical characteristics about the device you are using that are not unique to you, such as the language, time zone, or operating system. |
| Device identifiers | A device identifier is a unique string of characters assigned to your device or browser by means of a cookie or other storage technologies. It may be created or access to recognize your device, e.g. across web pages from the same site or across multiple sites or apps. |
| Probablistic identifiers | A probabilistic identifier can be created by combining characteristics associated with your device (the type of browser or operating system used) and the IP address of the Internet connection. If you give your agreement, additional characteristics (e.g. the installed font or screen resolution) can also be combined to improve precision of the probabilistic identifier. Such an identifier is considered “probabilistic” because several devices can share the same characteristics and Internet connection. It may be used to recognize your device across web pages from the same site or across multiple sites or apps. |
| Browsing and interaction data | Your online activity such as the websites you visit, apps you are using, the content you search for, or your interactions with content or ads, such as the number of times you have seen specific content or a specific ad or whether you clicked on it. |
| Non-precise location data | This is an approximation of your location, expressed under the TCF as an area with a radius of at least 500 metres. Your approximate location can be deduced from the IP address of your connection. |
| User profiles | Certain characteristics (e.g. your possible interests, your purchase intentions, your consumer profile) may be inferred or modelled from your previous online activity (e.g. the content you viewed or the service you used, your time spent on various online content and services). |
| Privacy choices | Information about your privacy choices regarding the processing of your personal data which we receive from our Publishers through their CMPs or otherwise through the GPP or TCF frameworks. |
| Purpose | Lawful Basis | Description |
|---|---|---|
| Store and/or access information on a device | Consent | Most purposes explained in this notice rely on storing or accessing information from your device when you use an app or visit a website. This information may be cookies, device, or similar online identifiers (e.g. randomly assigned identifiers, network based identifiers) together with other information such as browser type and information, language, screen size, supported technologies etc. The information can be stored or read on your device to recognise it each time it connects to an app or to a website, for one or several of the purposes presented here. |
| Use limited data to select advertising | Consent or Legitimate Interests | Publishers may share limited data with Adagio, such as the website or app you are using, your non-precise location, your device type or which content you are (or have been) interacting with (for example, to limit the number of times an ad is presented to you). Adagio uses this limited data to help publishers offer their advertising inventory for purchase. |
| Create profiles for personalised advertising | Consent | Information about your visits to websites or applications across various devices (such as the content you look at) can be stored and combined with other information we receive about you from other websites or apps. We may match this information across your devices and digital activities and may also make inferences about you based on our information of similar users. This is then used to build or improve a profile about you that might include your possible interests. |
| Use profiles to select personalised advertising | Consent | Adagio uses information from advertising profiles to help publishers improve the value of their advertising inventory so buyers can present advertising to you that appears more relevant based on your possible interests. |
| Measure advertising performance | Consent or Legitimate Interests | Information regarding which advertising is presented to you and how you interact with it can be used to determine how well an advert has worked for you or other users and whether the goals of the advertising were reached. For instance, whether you saw an ad, whether you clicked on it, whether it led you to buy a product or visit a website, etc. This is very helpful to understand the relevance of advertising campaigns. |
| Measure content performance | Consent or Legitimate Interests | Information regarding which (non-advertising) content is presented to you and how you interact with it can be used to make advertising predictions such as whether an advert is likely to be visible on the screen. Examples of non-advertising content include whether you read an article, watch a video, listen to a podcast or look at a product description, how long you spent on an application or on web pages you visit etc. This is very helpful to understand the relevance of (non-advertising) content that is shown to you. |
| Develop and improve services | Legitimate Interests | Information about your activity on this service, such as your interaction with ads or content, can be very helpful to improve products and services and to build new products and services based on user interactions, the type of audience, etc. This specific purpose does not include the development or improvement of user profiles and identifiers. |
| Ensure security, prevent and detect fraud, and fix errors | Legitimate Interests | Your data can be used to monitor for and prevent unusual and possibly fraudulent activity (for example, regarding ad clicks by bots), and ensure systems and processes work properly and securely. It can also be used to correct any problems you, the publisher or the advertiser may encounter in the delivery of content and ads and in your interaction with them. |
| Deliver and present advertising and content | Legitimate Interests | Certain information (like an IP address or device capabilities) is used to ensure the technical compatibility of the content or advertising, and to facilitate the transmission of the content or ad to your device. |
| Save and communicate privacy choices | Legitimate Interests | The privacy choices you make when you visit websites and applications such as consenting to the use of profiles for personalized advertising or not consenting are saved and made available to us in the form of digital signals (such as a string of characters). This enables us to respect your choices. |
Prior versions:
- August 27th, 2024