GDPR Aligned
Audience Base · Global Privacy & Data Protection
Responsible Advertising Technology Designed Around Global Privacy Principles
GDPR Aligned • Data Minimisation • Transparency • Responsible Advertising
Effective Date: 01 June 2026
Last Updated: 01 June August 2026
- Our Approach to GDPR Alignment
Audience Base is operated by Digital Shoutouts Media Pvt. Ltd., an India-based advertising technology company.
Digital advertising is global.
Campaigns, advertising technology, publishers, infrastructure providers, advertisers and agencies may operate across multiple countries and regulatory environments.
For this reason, Audience Base has chosen to design its privacy framework with reference to internationally recognised privacy principles, including those established under the European Union’s General Data Protection Regulation (“GDPR”).
We describe this approach as:
GDPR Aligned
GDPR alignment influences how we approach data minimisation, transparency, purpose limitation, security, accountability, privacy-conscious advertising, processor relationships and technology design.
- Global Privacy Approach
Audience Base is developed and operated from India while supporting a global advertising ecosystem.
Our approach is based on the principle that responsible privacy practices should not stop at national borders.
Whether a campaign operates in India or another permitted market, Audience Base seeks to incorporate privacy-conscious principles into its technology and operations.
Where specific legal requirements apply to a particular processing activity, market, advertiser, publisher or technology integration, those requirements should be assessed according to the circumstances.
- Core GDPR-Aligned Principles
Our privacy framework is designed around principles including:
- Lawfulness
- Fairness
- Transparency
- Purpose limitation
- Data minimisation
- Accuracy
- Storage limitation
- Integrity
- Confidentiality
- Accountability
- Privacy by design
- Privacy by default
- Responsible processing
- Data-subject rights
- Appropriate security
These principles help shape how Audience Base approaches modern advertising technology.
- Advertising Ecosystem
Audience Base operates within a broader digital advertising ecosystem.
Campaigns may involve:
- Advertisers
- Advertising agencies
- Publishers
- Websites
- Mobile applications
- Demand-side platforms
- Supply-side platforms
- Advertising exchanges
- Data providers
- Measurement companies
- Verification companies
- Consent management platforms
- Cloud providers
- Analytics providers
- AI technology providers
Each independent participant has responsibilities relating to its own systems and processing activities.
Audience Base seeks to work with established technology partners and responsible advertising environments.
- Responsible Inventory
Audience Base may facilitate advertising across inventory made available through independent publishers, mobile applications, advertising platforms, exchanges, DSPs, SSPs and other technology providers.
We seek to work with advertising inventory and technology providers that maintain appropriate privacy practices applicable to their services.
Privacy signals, consent information and other controls may be transmitted through the advertising technology ecosystem where technically supported.
- Transparency
Transparency is fundamental to responsible data processing.
Where applicable, individuals should receive meaningful information regarding:
- What information is processed
- Why it is processed
- Who is responsible
- How information is used
- Relevant privacy choices
- Available privacy rights
Audience Base supports transparency through appropriate privacy documentation, contractual arrangements and partner requirements.
- Lawful Processing
Personal data should have an appropriate basis for processing where required.
Different processing activities may rely upon different legal frameworks and responsibilities.
Audience Base does not assume that one approach automatically applies to every advertising activity.
The appropriate basis depends upon:
- Nature of information
- Purpose
- Relationship between parties
- Jurisdiction
- Technology
- User choices
- Applicable law
- Purpose Limitation
Information should be processed for defined purposes.
Audience Base may process information for purposes such as:
- Advertising delivery
- Campaign planning
- Audience intelligence
- Audience segmentation
- Contextual targeting
- Frequency management
- Measurement
- Attribution
- Reporting
- Analytics
- Fraud prevention
- Security
- Campaign optimisation
Information should not automatically be repurposed for unrelated activities without appropriate consideration.
- Data Minimisation
Audience Base seeks to process the minimum information reasonably necessary for a legitimate advertising or technology purpose.
Where practical, we favour:
- Aggregated data
- Contextual signals
- Statistical information
- Pseudonymous identifiers
- Campaign-level information
- Non-identifying performance information
over unnecessary directly identifiable information.
- Context Before Identity
Advertising does not always require knowing who an individual is.
Audience Base supports contextual approaches that may use:
- Page topic
- Keywords
- Editorial content
- Website category
- Application category
- Content classification
- General advertising environment
Contextual intelligence can enable relevant advertising without extensive individual-level profiling.
- Aggregation
Campaign analysis frequently works effectively using aggregated information.
Audience Base may provide reporting using metrics including:
- Impressions
- Clicks
- CTR
- Reach
- Frequency
- Engagement
- Viewability
- Conversions
- Video interactions
- Geographic performance
- Device performance
- Contextual performance
Aggregation can help reduce unnecessary exposure of individual-level information.
- Online Identifiers
Depending upon the advertising environment, Audience Base may process:
- Cookie identifiers
- Device identifiers
- Advertising identifiers
- Session identifiers
- Campaign identifiers
- Pseudonymous identifiers
Such identifiers may be used for legitimate advertising functions including measurement, frequency management, attribution, audience segmentation, security and optimisation.
- Technical Information
Technical signals may include:
- IP address
- Browser type
- Operating system
- Device category
- Connection information
- Timestamp
- Technical request information
Technical information may support campaign delivery, security, fraud prevention, analytics and measurement.
- Geographic Information
Where technically available and appropriate, advertising systems may process approximate geographic information such as:
- Country
- Region
- State
- City
- Approximate geographic area
Audience Base seeks to avoid unnecessary use of precise location information where broader geographic information is sufficient.
- Pseudonymisation
Pseudonymisation can reduce privacy risk by separating advertising activity from directly identifying information.
Audience Base may use pseudonymous identifiers where appropriate.
Pseudonymous information should not automatically be considered anonymous and remains subject to appropriate safeguards where applicable.
- Direct Identifiers
Audience Base seeks to minimise directly identifying information in ordinary advertising workflows.
Where first-party information is legitimately used, appropriate privacy, contractual and security controls should apply.
- First-Party Data
Advertisers increasingly rely on their own first-party relationships.
Audience Base may support authorised first-party data activation.
Advertisers remain responsible for ensuring that their first-party information:
- Was lawfully obtained
- Was collected transparently
- Can be used for the intended purpose
- Can be shared where applicable
- Respects relevant user choices
- Cookies and Similar Technologies
Advertising services may use cookies and similar technologies depending upon the environment.
Where consent or another privacy mechanism is required, the relevant responsible party should provide appropriate controls.
Audience Base seeks to respect supported consent and privacy signals made available through integrated systems.
- Consent-Aware Advertising
Consent may be communicated through:
- Publisher interfaces
- Advertiser interfaces
- Consent Management Platforms
- Mobile applications
- Advertising platforms
- Browsers
- Operating systems
Audience Base’s objective is to support privacy-aware advertising workflows rather than deliberately bypassing legitimate privacy choices.
- Audience Segmentation
Audience Base may support advertising audience segmentation using appropriate information.
Segments may be based on:
- Broad interests
- Context
- Permitted behavioural signals
- Campaign interaction
- First-party information
- Statistical models
- Aggregated information
Audience segments may be probabilistic.
They should not automatically be treated as verified statements about an individual’s personal characteristics.
- Sensitive Information
Audience Base does not intentionally design standard advertising products around highly sensitive private information.
Our standard services are not intended to create advertising targeting based upon information such as:
- Passwords
- Authentication credentials
- Private medical records
- Biometric authentication information
- Private financial credentials
- Other highly sensitive private records
Additional restrictions may apply to sensitive categories of information.
- Children’s Privacy
Children require heightened privacy protection.
Audience Base does not intentionally design standard behavioural advertising functionality to unlawfully profile children.
Advertisers, publishers and technology partners remain responsible for applicable age and consent requirements.
- Profiling
Advertising technology may use automated analysis to classify advertising signals into broad audience categories.
Where profiling is used, Audience Base seeks to keep such processing connected to legitimate advertising purposes.
An inferred audience segment represents an advertising classification and should not necessarily be interpreted as a verified fact about an individual.
- Campaign Measurement
Audience Base may measure campaign events such as:
- Impression
- Click
- Engagement
- Viewability
- Conversion
- Video interaction
- Campaign interaction
Measurement should remain proportionate to its intended purpose.
- Attribution
Attribution can help advertisers understand whether advertising contributes to desired outcomes.
Audience Base may support attribution using:
- Campaign identifiers
- Conversion events
- Pseudonymous identifiers
- Aggregated information
- Statistical analysis
- Privacy-conscious modelling
- Data Accuracy
Audience and advertising information may be inferred or probabilistic.
Audience Base seeks to distinguish between observed technical events and inferred audience characteristics.
An inferred interest should not automatically be represented as a definitive fact about an individual.
- Storage Limitation
Information should not be retained indefinitely without purpose.
Retention may depend upon:
- Campaign requirements
- Reporting
- Security
- Contractual requirements
- Legal obligations
- Technical requirements
When information is no longer reasonably required, it may be deleted, anonymised or aggregated.
- Security
Audience Base seeks to implement reasonable technical and organisational safeguards appropriate to relevant processing.
These may include:
- Secure transmission
- Encryption
- Authentication
- Access controls
- Role-based permissions
- Infrastructure security
- Logging
- Monitoring
- Backup procedures
- Security updates
- Incident response
- Access Control
Information should be accessible only to authorised personnel with legitimate business requirements.
Access rights may be reviewed, modified or removed as responsibilities change.
- Data Isolation
Where appropriate, advertiser and campaign information is logically separated to reduce unnecessary cross-client exposure.
Users should receive access only to information associated with their authorised role and account.
- API Security
Audience Base may connect to external advertising technology using APIs.
API security considerations may include:
- Authentication
- Authorisation
- Credential protection
- Permission scope
- Secure communication
- Logging
- Revocation
We seek to avoid unnecessary exposure of API credentials.
- Data Processing Relationships
Audience Base may process information on behalf of advertisers, agencies or other organisations.
Where appropriate, contractual arrangements may define:
- Processing instructions
- Data responsibilities
- Security requirements
- Confidentiality
- Processor obligations
- Data deletion
- Incident cooperation
- Sub-processors
- Third-Party Technology Providers
Audience Base may rely on technology providers for:
- Cloud infrastructure
- Hosting
- Analytics
- Security
- Measurement
- Advertising delivery
- AI services
- Communications
- Data processing
We seek to consider appropriate privacy and security requirements according to the nature of the provider and processing involved.
- Publishers and Applications
Publishers and mobile application operators control their own environments.
They remain responsible for their own:
- Privacy notices
- Consent mechanisms
- Direct data collection
- User relationships
- Technology configurations
- Applicable legal obligations
Audience Base seeks to work within responsible advertising ecosystems and expects participants to maintain appropriate privacy practices.
- International Data Processing
Advertising technology frequently uses global infrastructure.
Where information moves between jurisdictions, applicable privacy and transfer requirements should be considered according to the parties, data and processing involved.
Audience Base seeks to implement appropriate contractual, organisational and technical safeguards where relevant.
- AI-Assisted Advertising
Audience Base may use artificial intelligence and machine learning for:
- Audience planning
- Media planning
- Contextual analysis
- Campaign recommendations
- Performance analysis
- Forecasting
- Optimisation
- Reporting
- Anomaly identification
Privacy principles continue to apply when AI is used.
- Responsible AI
More data does not automatically create better AI.
Audience Base seeks to build intelligent advertising systems using information that is relevant and proportionate to the intended purpose.
AI systems should not intentionally be supplied with information that the relevant party is not authorised to process.
- Human Oversight
AI can assist advertising professionals without removing human responsibility.
Where appropriate, users may review:
- Audience recommendations
- Targeting
- Campaign configuration
- Budgets
- Creatives
- Optimisation recommendations
before material decisions are implemented.
- Data Subject Rights
Where applicable, Audience Base seeks to support relevant privacy rights.
Depending upon applicable requirements and our role in the processing, these may include:
- Access
- Rectification
- Erasure
- Restriction
- Objection
- Portability
- Consent withdrawal
Where Audience Base processes data on behalf of another organisation, the relevant organisation may remain the primary point of contact.
- Data Deletion
Where deletion is appropriate, information may be:
- Deleted
- Anonymised
- Aggregated
- Otherwise rendered no longer identifiable
Certain information may temporarily remain within secured backup environments according to applicable retention procedures.
- Security Incident Management
Audience Base seeks to maintain processes for identifying and responding to security incidents.
Our approach may include:
Detect → Investigate → Contain → Assess → Remediate → Communicate → Improve
Appropriate cooperation and notification will depend upon the circumstances and applicable requirements.
- Privacy Impact Assessment
New technology can create new privacy considerations.
Depending upon the nature and risk of a new feature, relevant considerations may include:
- Information collected
- Processing purpose
- Scale
- Technology
- Profiling
- AI
- Retention
- Security
- International processing
- User impact
- Privacy by Design
Audience Base seeks to consider privacy while designing technology rather than only after a product has launched.
Privacy considerations may form part of:
- Product development
- API design
- Audience functionality
- Measurement systems
- Tracking technology
- AI functionality
- Platform integrations
- Data partnerships
- Privacy by Default
Where practical, platform configurations should avoid unnecessary personal-data processing.
The objective is to provide useful advertising functionality while limiting unnecessary collection and exposure.
- Accountability
Privacy requires ongoing accountability.
Audience Base seeks to maintain appropriate:
- Policies
- Security controls
- Contracts
- Processor management
- Access management
- Retention practices
- Rights procedures
- Incident-response procedures
- Privacy reviews
- GDPR Aligned
For Audience Base, GDPR Aligned represents our commitment to incorporating principles associated with responsible European data protection into our advertising technology and privacy framework.
It reflects an approach based on:
Transparency Data Minimisation Purpose Limitation Security Accountability Privacy by Design Responsible Advertising
- India-Based. Globally Responsible.
Audience Base is developed and operated from India.
Our technology may interact with advertisers, agencies, publishers and technology platforms operating internationally.
We therefore believe responsible privacy principles should be incorporated into our technology regardless of geography.
Where particular regulatory requirements apply, those requirements should be assessed according to the relevant processing activity and jurisdiction.
- Continuous Improvement
Privacy, technology and digital advertising continue to evolve.
Audience Base intends to periodically review our framework in response to:
- Privacy regulation
- Advertising technology changes
- Browser privacy changes
- Mobile privacy developments
- AI developments
- Security threats
- Industry standards
- Client requirements
- Contact
For privacy and data-protection enquiries:
Audience Base
Operated by Digital Shoutouts Media Pvt. Ltd.
Email: sales@digitalshoutouts.com
Gurgaon (HQ)
Unit No. 258, 2nd Floor, Tower B-1,
Spaze i-Tech Park, Sector 49, Sohna Road,
Gurgaon – 122018, Haryana, India
Mumbai Office
Ground Floor, Raheja Platinum,
Off Andheri-Kurla Road, Sag Baug,
Andheri East, Mumbai – 400059, Maharashtra, India
Bengaluru Office
HSR 6th Sector, Rajiv Gandhi Nagar,
HSR Layout, Bengaluru South – 560102, Karnataka, India
Our Global Privacy Approach
Audience Base believes modern advertising technology can deliver intelligence and performance while maintaining responsible privacy practices.
GDPR Aligned • Responsible Advertising • Privacy-First by Design