Adloox Privacy Policy




Last edited on

May 11, 2022

This “Privacy Policy” explains how Adloox Limited (“Adloox"), we”, “us” and “our”) will process the data relating to you (“personal data”) that you provide to us or that we may collect. It applies in respect of all services made available through:

  • (“Adloox Solution”) and all features and services relating to, or which are part of, the Adloox Solution including the verification, optimization technology solutions that we provide to our clients which allow our clients to track marketing performance, advertising fraud and brand safety (“technology solutions”); and 

  • (the “Website”) and all features and services relating to, or which are part of, the Website, 

(the Adloox Services and the Website are together referred to as the “Adloox Services” in this Privacy Policy).  

Where we decide the purpose or means for which personal data you supply is processed, we are the “data controller”. Where we process your personal data solely on the instructions of our Clients (defined under “How Personal Data is used for the Adloox Solution” below) we are the “data processor”. Therefore, in respect of the Adloox Solution, we act as the data processor of your personal data (our clients are the data controller), whereas in respect of the Website and our own business purposes, we act as the data controller. 

The protection and security of your data is important to us and we understand that you care about how your personal data is collected, used, shared, and retained. This Privacy Policy therefore explains the basis on which personal data we collect from you will be processed by us. We will comply with all applicable data protection laws, including the General Data Protection Regulation 2016/679 as it forms part of the laws of England and Wales, Scotland and Northern Ireland by virtue of section 3 of the European union (Withdrawal) Act 2018 (“GDPR”) and the Data Protection Act 2018 when processing your personal data. Please read this Privacy Policy carefully as it contains important information about the following:

  • Personal data we collect for our own business purposes or in connection with the Website;

  • Personal data collected via the Adloox Solution;

  • Your choices and rights regarding personal data.

I. How we use your personal data for our business purposes 

A. Contact Data. 

We collect business contact information (“Contact Data”) from clients and potential clients who wish to obtain information or support, or to use the Adloox Solution. Contact information may be provided via browser forms, online order forms, emails, and during events via submission of business cards or physical forms. The data collected may include first name, last name, business email address, job title, name of your organization, country, business phone number and organization type.

Use of Contact Data. Personal data submitted to our websites is used by our marketing, sales, support, and solutions teams to contact you so that we can provide the requested information, support, or technology solutions. We also use Contact Data and other personal data collected pursuant to this Privacy Policy to respond to general inquiries, solicit feedback regarding our technology solutions, provide relevant content on our website, and to communicate with you via email regarding our current and future technology solutions.

Legal Basis for processing Contact Data. We use Contact Data based on the legitimate interest we have in running and promoting our business, and more particularly in responding to your queries, or providing support or information relating to the Adloox Services. You are under no obligation to provide us with any Contact Data, but if you do not provide the relevant information, we may not be able to help. 

B. Cookies and other tracking tools. 

Cookies are small files which are stored on your device and which collect information about certain settings and data used by your browser when visiting our Adloox Services. To find out more about the use of cookies, please visit may use cookies on our Adloox Services. 

Use of Cookie Data.  The Adloox Services use the CAPTCHA cookie on our contact form. This cookie allows us to make sure you are a human and not a bot. If you provide your consent to the placement of the CAPTCHA cookie, it will remain on your device for 12 months. No third parties have access to any of the data collected via the CAPTCHA cookie. 

Legal Basis and Retention Period.  No personal data is collected via the CAPTCHA cookie unless you have given us your express consent.

If you do not want to enjoy the advantages of cookies, you can change your browser settings to block cookies, or inform you before a cookie is saved. In addition to this, you can delete cookies from your device after they have been saved. Most web browsers and mobile devices also allow some control of most cookies and similar devices through the browser and mobile device settings. To find out more about cookies, including how to see what cookies have been set, visit

Find out how to manage cookies on popular browsers:

  • Google Chrome (here)

  • Microsoft Edge (here)

  • Mozilla Firefox (here)

  • Microsoft Internet Explorer (here

  • Opera (here

  • Apple Safari (here

To find information relating to other browsers, visit the browser developer's website.

Please note that certain features may not fully function without the use of cookies

If you have provided your consent to the placement of cookies on your device, you can withdraw your consent    by emailing us: 

D. Google Analytics

In order to analyse and optimise the Adloox Services, we use Google Analytics. Google Analytics is a web analytics service provided by Google Inc., which uses cookies placed via our website to provide information about website usage. You can find further information in relation to these cookies, including the length of time they will last on your device here. The information collected and generated, including information relating to your IP address, browser type and information about your use of the Adloox Services is generally transferred to Google’s servers in the USA and stored there.

Use of Google Analytics. Google uses the information on our behalf to evaluate the way users interact with our website and to compile reports about this usage to send back to us.  User profiles, with pseudonyms, are created using this data. We only use Google Analytics with the IP address anonymisation function (anonymizeIP), which anonymizes or hides the personal data before they are saved or processed. If you don’t wish to participate in Google Analytics, you can install a browser add-on to deactivate it. This is available here.

The information generated by cookies and web beacons about the usage of the Website are transmitted to a Google server in the USA and stored there. This information can be given by Google to contractors of Google. Google will not link your IP address with any other data stored by Google.

You can read Google's overview of privacy and safeguarding data here.  

Legal Basis for processing Google Analytics data. We t undertake such monitoring on the basis of your consent.  

E. Social Media

Buttons for Facebook, LinkedIn and Twitter are integrated into our Website. The logo of each company is used for the corresponding button. As soon as you actively click on one of these buttons, a new window opens and you will be forwarded to the page of our corresponding social media profile. 

This also establishes a direct connection between your browser and the social media’s server, and sends a message that your IP address has visited our website. If you are also a user of the social media provider and are logged in to your account, they are also able to see that your social media profile visited our website. We have no influence on the collection or use of your data carried out by the social media providers. For more information on their individual data protection policies, click here: Facebook, LinkedIn, Twitter.

II. How personal data is used for the Adloox SOLUTION

The Adloox Solution serves both advertisers and online media sellers and buyers by providing independent, third-party verification measurement. 

Adloox’s clients are companies that run online advertising campaigns and are using the Adloox Solution in order to increase protection from ad fraud, non-viewable impressions and non-brand safe content, or to measure the quality of their advertising (for example to better understand how their campaigns have been interacted with or where a certain campaign has featured on a website) ("Clients").

By analyzing information about ad impression delivery and website traffic on behalf of our Clients, Adloox verifies whether the media where an ad was placed has met or failed Client expectations based on certain characteristics. Such characteristics include the brand safety of a webpage, the viewability of the ad placement, the existence of ad fraud, as well as additional contextual variables. 

Measurement is available across both browser and app environments for mobile and desktop devices. Adloox collects this data to increase trust and transparency for its Clients. The data collected can be used by Clients to proactively prevent advertising on undesirable and/or low-quality media, monitor overall quality performance, and make future media planning decisions. Adloox does not combine the collected data with any other data that would enable Adloox to personally identify individuals.

The Adloox Solution provides Adloox clients with reports containing only statistical information relating to such client’s advertising campaign performance. Such statistical information is aggregated, hashed and anonymised following a robust process preventing any and all identification of individuals before being provided to Adloox clients. Adloox therefore only processes personal data in connection with the Adloox Solution (see further below) for the short period of time required to apply such aggregation, hashing and anonymisation techniques.  

Data Collected. In order to provide the Adloox Solution to our Clients, we use JavaScript and other similar technologies that place a small piece of HTML code on a webpage or app to collect information.

The following categories of data (which may contain personal data) are collected when these technologies are deployed via the Adloox Solution:

  • Browser and computer environmental information. This information is necessary to determine the viewability of an advertisement, which includes information such as the ad’s location in the browser viewport, size of the browser viewport, ad size, size of the display, application in focus, the browser tab in focus, and other data.

  • Standard HTTP header information. This includes IP address, referring URL, user agent data (data transmitted by your browser about itself when submitting an HTTP request) and other data including browser configuration parameters, including browser type and language and session storage and local storage settings, and characteristics of your device such as the CPU class and time zone setting.

  • Information contained within an advertisement. This is known as an “ad tag,” that includes information used to identify the advertiser displaying the ad and the media property that sold the impression.

  • Mobile application and mobile device data. Examples include users’ App Identifier).

For the purpose of identifying and preventing online ad impression fraud and invalid traffic and determining if advertisers and publishers are in compliance with their agreements, our Adloox Solutions utilize the following additional technologies (in addition to the data described above):

  • Device identification technology, which analyzes device parameters collected as described above, including IP address and browser header information, to probabilistically identify a particular device.

  • Clickstream data including URLs and other data regarding the websites on which a particular browser has viewed advertising impressions we are analyzing.

  • Clickstream data including mobile application identifier and other data regarding the mobile apps on which a particular user has viewed advertising impressions.

  • Webpage (HTML and JavaScript) structure analysis.

Purpose of Collection and Use. 

We use the data we collect to deliver our Adloox Solution for our Client’s lawful purposes, which may include:

  • Examining impression data of advertising opportunities, using Adloox technology and client profile decisions, to determine if clients’ advertisements should or should not be displayed.

  • Detailing contextual information about advertisements displayed in order to ensure its compliance with terms of our client or partner’s contracts, insertion orders that detail client campaigns, and/or profile decisions that clients make in our systems.

  • Reporting viewability metrics of advertisements that indicate: qualified « Viewed Impressions » according to industry standards and/or clients’ criteria, time in which advertisements are displayed on consumers’ browsers, and properties of creative elements that are displayed on consumers’ browsers.

  • Website and mobile apps visitation characteristics such as visitor quality, fraud identification, invalid traffic detection, and other quality characteristics necessary to determine agreement compliance.

  • Our Adloox Solutions includes the detection and elimination of general invalid and sophisticated invalid traffic, including ad impression fraud, which we define in this policy as the management of ad serving, ad display, or traffic activity such that ad impression measurements are shown inappropriately because the ads cannot be viewed by a user, are not served within operationally viewable parameters or were displayed as a result of fraudulent machine-generated traffic. Our fraud and invalid traffic services are intended to address fraud for advertising measurement purposes.

Additionally, Adloox can use advertising impression information, mobile app information, and website traffic information including IP address and browser header information to:

  • Identify traffic sources by their geographic location and determine if the location is correct and located within the advertiser’s campaign parameters or traffic settings

  • Determine if traffic is being acquired is fraudulent, or if traffic acquisition practices that are out of compliance with an advertiser’s guidelines or contractual requirements.

  • Determine if a middleware is attempting to misrepresent its operating characteristics to prevent the identification of fraud or other invalid traffic.

  • Determine if traffic or ad impressions are originating from a server farm unlikely to be responsible for human-generated browsing activity.

Data Retention

Our clients’ main use of the Adloox Solution is to obtain statistical information relating to the broadcasting of such clients’ advertising campaigns. As such, we aggregate, hash and anonymise any personal data following a robust process preventing any and all identification of web users before storing such data in our servers, and the reporting data sent to clients does not contain any personal data.  

We retain our clients reporting aggregated data (at campaign level) 24 months.

We retain raw data anonymized events 13 months (MRC minimum standards guidelines).

III. CONSUMER CONTROL AND Mobile device tracking opt-out.

Individual users that opt-out of mobile device tracking limit the personal data that is collected about them and/or how it is used. Individual users may opt-out of interest-based and demographic-based advertising using their mobile device settings. Individual users will need to follow the below instructions for Android and iOS applications.

Opt-out process for Android-based mobile devices:

  • Open the Google Settings app on individual users’ device

  • Select Ads

  • Set the “Opt-out of interest-based ads” slider to individual users’ desired position

Optionally, Individual users may reset the advertising identifier associated with their device

Opt-out process for iOS-based mobile devices:

  • Open Settings

  • Select Privacy

  • Select Advertising

  • Set the “Limit Ad Tracking” slider to Individual users’ desired position

Optionally, Individual users may reset the advertising identifier associated with their device

Please note that opting out through a website will not limit the collection of personal data on mobile devices, and opting out on Individual users’ mobile device will not limit the collection of personal data through Individual users’ computer’s browser. Opting out limits the collection of data but does not eliminate it completely. Some personal data will still be collected about Individual users’ use of websites or mobile applications after Individual users limit tracking on that platform.

Transfer to Third Parties. Like many businesses, we hire other companies to perform certain business-related services. We may disclose the personal data we process in connection with the Website or our other business purposes to certain types of third party companies but only to the extent needed to enable them to provide such services. The types of companies that may receive personal data and their functions are: provision of ‘customer relationship management’ software; IT hosting services; data storage services. All such third parties perform services at our instructions pursuant to contracts which require they provide at least the same level of privacy protection as is required by this Privacy Policy. 

We may also disclose personal data to our affiliates in order to support marketing, sale and delivery of Adloox Solutions. 

Business Transfers. In the event of a merger, dissolution, reorganization or similar corporate event, or the sale of all or substantially all of our assets, we expect that the personal data that we have collected, would be transferred to the surviving entity in a merger or the acquiring entity. All such transfers shall be subject to our commitments with respect to the privacy and confidentiality of such personal data as set forth in this privacy policy. This policy shall be binding upon Adloox and its legal successors in interest.

Disclosure to Public Authorities. We are required to disclose personal data in response to lawful requests by public authorities, including for the purpose of meeting national security or law enforcement requirements. We may also disclose personal data to other third parties when compelled to do so by government authorities or required by law or regulation including, but not limited to, in response to court orders and subpoenas.


Our servers are located in the EU. We do not transfer or store personal data outside of the EU.

Whilst transfers from the UK to the EU are not restricted under applicable data protection laws, we will nevertheless have appropriate safeguards in place to protect your personal data throughout such transfers. If you would like to find out more about the safeguards we use for these purposes, please let us know by writing to


You have a number of rights in relation to the way we process personal data about you.  Where an individual makes a request in accordance with provisions of the GDPR, we aim to comply without undue delay, and within one month at the latest.  Those data subject rights include the right to make the following requests:

  • to ask for confirmation and information about the personal data that we process about you, including a copy of data we are processing about you;

  • to have inaccuracies corrected or incomplete personal data made complete;

  • to ask us to restrict, stop processing, or to delete your personal data; 

  • to request a machine readable copy of your personal data, which you can use with another service provider. Where it is technically feasible, you can ask us to send this information directly to another provider if you prefer; and 

  • to not be subject to automated decision-making, including profiling; and

  • to make a complaint to the data protection supervisory authority in your jurisdiction. 

To make a request to exercise any of these rights, please let us know by contacting us at


Adloox takes the security and confidentiality of the personal data that it collects pursuant to this Privacy Policy very seriously. We implement appropriate security measures to protect personal data from loss, misuse and unauthorized access, disclosure, alteration and destruction, taking into account the risks involved in processing and the nature of such data, and comply with applicable laws and regulations.

Please be aware that, while we make the security of our Adloox Services and your personal information a high priority and devote considerable time and resources to maintain robust IT security, no security system can prevent all security breaches. When you choose to share your personal information with us, you accept the aforesaid and provide your information at your own risk.   


Where we act as data controller of your personal data, we will retain such personal data systems for as long as is necessary for the relevant purpose and to maintain business records for tax, legal and regulatory reasons, or as otherwise described in this privacy policy.

To determine the appropriate retention period for personal data, we consider the amount, nature, and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal and regulatory requirements. 

In some circumstances we may anonymise your personal data (so that it can no longer be associated with you) in which case we may use this information indefinitely without further notice to you.

Where we act as data processor on behalf of our clients, we will retain your personal data for the length of time specified by our clients as the data controller.  


Our Website may contain links to third party websites (“External Sites”). As such, we are not responsible for the privacy policies of those External Sites. You should check the applicable third-party privacy policy and terms of use when visiting any External Sites, and before providing any personal data to such External Sites.


This Privacy Policy is effective as of the date stated at the top of this Privacy Policy. We may change this Privacy Policy from time to time, and will post any changes on our Website as soon as they go into effect and, where appropriate, notify you of such changes by other means. Please refer back to this Privacy Policy on a regular basis.


If you have questions about this Privacy Policy, please contact us

E-mail us at
Or write to us at ADLOOX SAS
34 Rue Laffitte
75009 Paris
Attn: Data Protection Lead