Privacy and identity
Reach users who have opted in, and show contextual ads to everyone else. Every platform and consent signal is read on every bid.
Platform signals
We use the identifier when the user allows it and fall back to aggregate measurement and contextual ads when they do not.
The IDFA is available only when the user allows tracking through App Tracking Transparency. Without it, we do not retarget the user as an individual and serve contextual ads instead.
Apple's frameworks report installs and conversions in aggregate, without device identifiers. We use them to measure results where tracking is declined.
Users can reset or delete the advertising ID, or opt out of personalisation, in system settings. We cannot recognise a device once the ID is removed.
Privacy Sandbox is Google's direction for advertising without cross-app identifiers. We follow its published guidance and adopt what is made available.
See what changed for retargeting in Retargeting after ATT.
Consent frameworks
The IAB Europe framework carries user choices as a consent string. We act only on the purposes and vendors it permits.
IAB Tech Lab's Global Privacy Platform carries regional choices, including US state opt-outs. When it signals an opt-out, personalised retargeting stops.
User opt-out
Users can reset the advertising ID, change system settings or use our opt-out page. The identifier then goes onto a suppression list.
The advertiser controls its first-party data and we process it on the advertiser's instructions. Read the data processing agreement.
FAQ
Not as individuals. We show contextual ads and measure results in aggregate.
No. Advertiser data is used for that advertiser's campaigns only.
The app or publisher collects it through its consent tool. We read the resulting signal and act on it, and advertisers stay responsible for their own legal basis.
Get started
