Privacy Policy
Last updated 25 September 2026
This policy explains how Decentralised Advertising Ltd (“Decentralised Advertising”, “we”, “us”) collects and uses personal data when our advertising technology is present on websites and apps operated by our publisher partners, and when you visit this website. It is written to meet the transparency requirements of the UK GDPR, the EU General Data Protection Regulation (GDPR), the Privacy and Electronic Communications Regulations (PECR), the ePrivacy Directive and the IAB Europe Transparency & Consent Framework (TCF).
1. Who we are
Decentralised Advertising Ltd is a company registered in England and Wales under company number 12369881. We operate an advertising platform that serves and measures digital advertising on behalf of publishers and advertisers.
When our technology is used on a publisher’s website or app, we act as an independent controller of the personal data we collect through it. The publisher is responsible for presenting you with a consent management platform (CMP) and for its own processing.
2. The Transparency & Consent Framework
Decentralised Advertising participates in the IAB Europe Transparency & Consent Framework. We comply with the TCF Policies and Specifications. You can find the TCF Policies at iabeurope.eu/tcf-policies.
On every request, our systems read the TC String provided by the publisher’s CMP. We only store or access information on your device, and only process your personal data, for a given purpose when the TC String signals that you have given consent to us for that purpose, or that we may rely on a legitimate interest you have not objected to. Where no valid signal is available, or you have refused, we do not process your personal data for that purpose.
3. Data we process
Depending on your choices, we may process the following categories of data:
- IP addresses
- Device characteristics
- Device identifiers
- Browsing and interaction data
- Non-precise location data
- Privacy choices
In practice this means a pseudonymous identifier stored in our cookie, your IP address (from which an approximate, non-precise location can be derived), your browser user agent and device type, the page or app on which an ad was requested, the ads delivered to you and your interactions with them (such as impressions and clicks), and the TC String recording your privacy choices. We do not collect your name, email address, precise location or any special category data, and we do not attempt to identify you.
4. Purposes and legal bases
We process personal data for the following TCF purposes. Consent is required for each of them; we do not rely on legitimate interest for any TCF purpose.
| Purpose | Legal basis | Retention |
|---|---|---|
| 1. Store and/or access information on a device Cookies, device or similar online identifiers (e.g. login-based identifiers, randomly assigned identifiers, network-based identifiers) together with other information (e.g. browser type and information, language, screen size, supported technologies) 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. | Consent | 60 days |
| 2. Use limited data to select advertising Advertising presented to you on this service can be based on limited data, 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). | Consent | 60 days |
| 3. Create profiles for personalised advertising Information about your activity on this service (such as forms you submit, content you look at) can be stored and combined with other information about you (for example, information from your previous activity on this service and other websites or apps) or similar users. This is then used to build or improve a profile about you (that might include possible interests and personal aspects). Your profile can be used (also later) to present advertising that appears more relevant based on your possible interests by this and other entities. | Consent | 60 days |
| 4. Use profiles to select personalised advertising Advertising presented to you on this service can be based on your advertising profiles, which can reflect your activity on this service or other websites or apps (like the forms you submit, content you look at), possible interests and personal aspects. | Consent | 60 days |
| 5. Create profiles to personalise content Information about your activity on this service (for instance, forms you submit, non-advertising content you look at) can be stored and combined with other information about you (such as your previous activity on this service or other websites or apps) or similar users. This is then used to build or improve a profile about you (which might for example include possible interests and personal aspects). Your profile can be used (also later) to present content that appears more relevant based on your possible interests, such as by adapting the order in which content is shown to you, so that it is even easier for you to find content that matches your interests. | Consent | 60 days |
| 6. Use profiles to select personalised content Content presented to you on this service can be based on your content personalisation profiles, which can reflect your activity on this or other services (for instance, the forms you submit, content you look at), possible interests and personal aspects. This can for example be used to adapt the order in which content is shown to you, so that it is even easier for you to find (non-advertising) content that matches your interests. | Consent | 60 days |
| 7. Measure advertising performance 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. | Consent | 60 days |
| 8. Measure content performance Information regarding which content is presented to you and how you interact with it can be used to determine whether the (non-advertising) content e.g. reached its intended audience and matched your interests. For instance, whether you read an article, watch a video, listen to a podcast or look at a product description, how long you spent on this service and the web pages you visit etc. This is very helpful to understand the relevance of (non-advertising) content that is shown to you. | Consent | 60 days |
| 10. Develop and improve services 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. | Consent | 60 days |
5. Special purposes and legitimate interests
In addition, we process data for the following TCF special purposes on the basis of our legitimate interests. Under the TCF, special purposes are necessary to deliver advertising safely and cannot be refused through the CMP; you can still object by contacting us (see Your rights).
| Special purpose | Legitimate interest | Retention |
|---|---|---|
| 1. Ensure security, prevent and detect fraud, and fix errors Your data can be used to monitor for and prevent unusual and possibly fraudulent activity (for example, regarding advertising, 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. | Protecting our platform, publishers, advertisers and users from fraud, abuse and security threats, and ensuring the service works correctly. | 60 days |
| 2. Deliver and present advertising and content 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. | Technically delivering the ads or content requested by the publisher in a format your device can display. | 60 days |
We have balanced these interests against your rights and freedoms. The data used is limited to what is technically necessary, is pseudonymous, and is not used to build profiles or to select personalised advertising.
6. Cookies and device storage
We use the following cookies and other storage on your device. This information is also published in machine-readable form, in line with the TCF device storage disclosure specification, at cdn.gx.dev/disclosure.json.
| Name | Type | Domain | Max age | Refreshed | Purposes |
|---|---|---|---|---|---|
gx | Cookie | cloud.gx.dev | 60 days | Yes | 1, 2, 3, 4, 5, 6, 7, 8, 10 |
Purpose numbers refer to the TCF purposes listed in section 4. “Refreshed” means the cookie’s expiry is reset each time it is accessed.
Domains we use
| Domain | Use |
|---|---|
cloud.gx.dev | Ad server and tracking |
cdn.gx.dev | Content delivery network (CDN) |
7. Your choices and consent
Your choices are collected by the CMP on each publisher’s website or app, not by us. You can change or withdraw your consent, or object to processing based on legitimate interest, at any time by reopening that CMP (usually via a “Privacy settings” or “Cookie settings” link) and updating your choices for Decentralised Advertising. Withdrawing consent does not affect processing carried out before you withdrew it.
You can also delete or block our cookie using your browser settings. If you do, we will not be able to recognise your device, and any choices recorded against our cookie will be lost.
8. Who we share data with
We do not sell your personal data. We share it only as follows:
- Publishers and advertisers receive aggregated or pseudonymous reports about ad delivery and performance.
- Other TCF vendors, such as demand partners participating in an ad auction, may receive data only where the TC String shows that you have given them consent or that they may rely on legitimate interest.
- Service providers who host and operate our infrastructure on our behalf, under contracts that require them to protect your data and use it only on our instructions.
- Authorities where we are required to by law, or to protect our rights, users or others.
9. International transfers
We are based in the United Kingdom. Where personal data is transferred outside the UK or the European Economic Area, we rely on an adequacy decision or put appropriate safeguards in place, such as the UK International Data Transfer Agreement or the EU Standard Contractual Clauses. You can contact us for more information about these safeguards.
10. Retention
We keep personal data only for as long as necessary for the purposes described above. The maximum retention period for each purpose and special purpose is shown in section 4 and section 5. Our cookie expires after the period shown in section 6 from your last interaction with our services. After these periods, data is deleted or irreversibly anonymised; anonymised, aggregated statistics may be kept for longer.
11. Your rights
Under data protection law, you have the right to:
- access the personal data we hold about you;
- have inaccurate data corrected;
- have your data erased;
- restrict how we process your data;
- receive your data in a portable format;
- object to processing based on our legitimate interests;
- withdraw your consent at any time.
Because we only hold pseudonymous data, we will need the value of our gx cookie from your browser to locate your data. To exercise any of these rights, email privacy@dahq.io. We will respond within one month.
You also have the right to complain to a supervisory authority. In the UK this is the Information Commissioner’s Office (ico.org.uk). In the EU you can contact the data protection authority in the country where you live or work.
12. This website
This website (dahq.io) does not set any cookies and does not use analytics or advertising technology. Our hosting provider records standard server logs, including IP addresses, for security and troubleshooting on the basis of our legitimate interests. These logs are kept only for a limited period. If you email us, we use your message and contact details only to respond to you.
13. Children
Our services are not directed at children, and we do not knowingly process personal data of children for personalised advertising.
14. Changes to this policy
We may update this policy from time to time, for example when our TCF declarations change. The date at the top of this page shows when it was last updated. Where changes affect the purposes for which we rely on your consent, we will update our declarations on the Global Vendor List so that CMPs can ask for your consent again.
15. Contact us
Decentralised Advertising Ltd
Company number 12369881
privacy@dahq.io