Website Privacy Policy

  • Website Privacy Notice
  • Quick links
  • What does Adform do
  • What personal information does Adform collect and why?
  • Who does Adform share my personal information with?
  • Legal basis for processing personal information
  • Cookies and similar tracking technology
  • How does Adform keep my personal information secure?
  • International data transfers
  • Data retention
  • Your data protection rights
  • How to contact us
  • Updates

Website Privacy Notice

Updated on the 10th of February 2020 in conjunction with Adform’s implementation of a consent management solution. See previous versions at the bottom of this Privacy Policy.

Adform respects your right to privacy. This Privacy Notice explains who we are, how we collect, share and use personal information about you when you use our website, and how you can exercise your privacy rights. This Privacy Notice only applies to personal information that we collect through our website at (“Website”). For personal information that we collect when you use or interact with our services, please see our services privacy notice at

If you have any questions or concerns about our use of your personal information, then please contact us using the contact details provided at the bottom of this Privacy Notice. 

What does Adform do

Adform is a provider of digital advertising technology, headquartered in Denmark with subsidiaries (“Adform Group”) all around the world. Our services enable advertisers to serve online and mobile advertising which users are likely to find more interesting, to only serve ads to those that might be interested and to limit unwanted repeat exposure to ads.

For more information about Adform, please see the “About” section of our Website at

What personal information does Adform collect and why?

The personal information that we may collect about you broadly falls into the following categories:  

  • Information that you provide voluntarily

    Certain parts of our Website may allow you to provide personal information voluntarily: for example, we may ask you to provide your contact details in order to register an account with us, to subscribe to marketing communications from us, and/or to submit enquiries to us. The personal information that you are asked to provide, and the reasons why you are asked to provide it, will be made clear to you at the point we ask you to provide your personal information.
  • Information that we collect automatically

    When you visit our Website, we collect certain information automatically from your device. In some countries, including countries in the European Economic Area, this information may be considered personal information under applicable data protection laws.

    Specifically, the information we collect automatically can include information like your IP address, device type, unique device identification numbers, browser-type, broad geographic location (e.g. country or city-level location) and other technical information.  We may also collect information about how your device has interacted with our Website, including the pages accessed and links clicked.

    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 and how certain features are used. We use this information for our internal analytics purposes and to improve the quality and relevance of our Website and services. We may also use the data for targeting and tailoring online advertisement.

    Some of this information may be collected using cookies and similar tracking technology, as explained further under the heading “Cookies and similar tracking technology” below. 
  • Information that we obtain from third party sources

    From time to time, we may receive data about you from third party sources such as data vendors or social media, but only where we have checked that these third parties either have your consent or are otherwise legally permitted or required to disclose your personal information to us.

    The types of information we may receive from third parties are such as segments that can be used for online advertising or any information that we could use to improve our advertising content and audience targeting. 

In general, we will use the personal information we collect from you only for the purposes described in this Privacy Notice or for purposes that we explain to you at the time we collect your personal information. However, we may also use your personal information for other purposes that are not incompatible with the purposes we have disclosed to you (such as archiving purposes in the public interest, scientific or historical research purposes, or statistical purposes) if and where this is permitted by applicable data protection laws. 

The data controller of your personal information is Adform A/S. 

Who does Adform share my personal information with?

We may disclose your personal information to the following categories of recipients:  

  • to Adform Group companies, third-party services providers and partners who provide data processing services to us (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 Notice or notified to you when we collect your personal information. A list of our current Adform Group companies is available here: 
  • to any competent law enforcement body, regulatory, government agency, court or other third party in case it should occur that 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 acquirer of Adform and its agents/advisers in connection with any actual or 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; 
  • to any other person with your consent to the disclosure. 

Cookies and similar tracking technology

We use cookies and similar tracking technology (collectively, “Cookies”) to collect and use personal information about you, including to serve interest-based advertising.  We use cookies for: 

  • Recording the number of visitors to our Website; 
  • Setting the order in which a visitor visits the various pages to our Website; 
  • Assessing which parts of our Website or services need adaptation; 
  • Optimizing the Website; 
  • Targeting and tailoring advertising towards previous visitors and users; and 
  • Segmenting users according to relevant categories for our advertising.  

For further information about the types of Cookies we use, why, and how you can control Cookies, please see our Cookie notice at

You will before any of these cookies or similar tracking technologies are placed be asked to provide your consent as to whether you agree to Adform’s use such cookies and similar tracking technologies. This will be done via the consent management notice you will see the first time you engage with Adform’s website.

Essential Cookies

Adform notes that some cookies, referred to as “Essential Cookies” in the consent management notice, cannot be disabled. These cookies are essential for enabling user movement around our website and providing access to features such as your profile and purchases (if any), log-in only available material, and other secure areas of the website. These cookies do not gather information about you that could be used for marketing purposes and do not remember where you have been on the internet. This category of cookies cannot be disabled.

How does Adform keep my personal information secure?

We use appropriate technical and organizational measures to protect the personal information that we collect and process about you. The measures we use are designed to provide a level of security appropriate to the risk of processing your personal information.

To ensure a high standard, Adform conducts annual audits and has received ISO 27001 certification which includes all data centers. 

International data transfers

Your personal information may be transferred to, and processed in, countries other than the country in which you reside. These countries may have data protection laws that are different to the laws of your country (and, in some cases, may not be as protective).

Specifically, our Website servers are located in Denmark, but Adform Group companies, third-party service providers, and partners may provide their services out of other countries.

However, we have taken appropriate safeguards to require that your personal information will remain protected in accordance with this Privacy Notice. These include implementing the European Commission’s Standard Contractual Clauses for transfers of personal information between our group companies, which require all group companies to protect the personal information they process from the EEA in accordance with European Union data protection law.

Our Standard Contractual Clauses can be provided on request. We have implemented similar appropriate safeguards with our third party service providers and partners and further details can be provided upon request.

Data retention

We retain personal information we collect from you where 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).

When we have no ongoing legitimate business need to process your personal information, we will either delete or anonymize it or, if this is not possible (for example, because your personal information has been stored in backup archives), then we will securely store your personal information and isolate it from any further processing until deletion is possible.

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  “How to contact us”  heading below.
  • In addition, 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 “How to contact us” heading below.
  • If you chose to receive marketing communications from us, you have the right to opt-out 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), then please contact us using the contact details provided under the “How to 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. A list of the relevant data protection agencies can be found here: (

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

How to contact us

Adform has appointed a Data Protection Officer. If you have any questions or believe your personal information has been used in a way that is not consistent with this notice or applicable legislation, or you have any other data protection related issues or queries, please, contact our Data Protection Officer by e-mail sent to [email protected].  

Written inquiries may be addressed to:

Data Protection Officer  
Adform A/S 
Silkegade 3B, ST. & 1., 1113 Copenhagen, Denmark


We may update this Privacy Notice from time to time in response to changing legal, technical or business developments. When we update our Privacy Notice, we will take appropriate measures to inform you, consistent with the significance of the changes we make.

This Privacy Notice will always include information on the effective date of the most recent version.

Effective date of the recent update of this Privacy Notice

10th February 2020

Adform’s previous website notice(s) can be found here:

  1. Version applicable until the 10th of February 2020.