DPDP Aligned
Audience Base · Compliance & Transparency
Responsible Data Processing Under India’s Digital Personal Data Protection Framework
Effective Date: 01 June 2026
Last Updated: 01 June 2026
- Our Commitment
Audience Base, operated by Digital Shoutouts Media Pvt. Ltd., is committed to responsible, transparent and privacy-conscious data practices across our advertising technology, audience intelligence, campaign activation, measurement, analytics and AI-assisted services.
As an India-based advertising technology platform, we recognise that privacy and responsible use of data are fundamental to building trusted relationships between consumers, advertisers, agencies, publishers and technology providers.
Our privacy framework is designed with the principles and requirements of India’s Digital Personal Data Protection Act, 2023 (DPDP Act) and applicable rules in mind.
We describe this approach as:
DPDP Aligned
For Audience Base, DPDP alignment means integrating responsible data practices into our technology, processes, partnerships and advertising workflows.
- Our DPDP Approach
Our approach is built around the following principles:
- Lawful and responsible processing
- Transparency
- Purpose limitation
- Data minimisation
- Consent-aware processing
- Appropriate security safeguards
- Responsible use of advertising identifiers
- Data retention controls
- Data Principal rights
- Responsible use of processors
- Accountability
- Privacy-conscious technology design
These principles influence how Audience Base develops and operates its advertising technology.
- About Audience Base
Audience Base is an advertising technology and audience intelligence platform.
Our technology is designed to help advertisers and agencies plan, activate, measure, analyse and optimise digital advertising campaigns.
Depending on the service, Audience Base may support:
- Media planning
- Audience intelligence
- Audience segmentation
- Contextual intelligence
- Campaign activation
- Advertising delivery
- Campaign measurement
- Impression tracking
- Click measurement
- Engagement measurement
- Conversion measurement
- Attribution
- Frequency management
- Campaign analytics
- Performance reporting
- AI-assisted optimisation
- Advertising platform integrations
- First-party data activation
- Audience modelling
- Campaign forecasting
Different services may involve different categories of data and different processing activities.
- Our Role in the Advertising Ecosystem
Digital advertising involves multiple independent participants.
These may include:
- Advertisers
- Advertising agencies
- Publishers
- Mobile applications
- Demand-side platforms
- Supply-side platforms
- Advertising exchanges
- Data providers
- Measurement providers
- Verification providers
- Cloud providers
- Technology platforms
The role of Audience Base depends upon the particular service and processing activity.
In certain circumstances, Audience Base may process personal data on behalf of an advertiser, agency or other organisation according to their instructions.
In other circumstances, Audience Base may determine certain aspects of processing associated with operating our own platform and services.
We evaluate privacy responsibilities according to the actual processing involved.
- Data We May Process
Depending upon the service, campaign and integration being used, Audience Base may process different categories of information.
Advertising Identifiers
These may include:
- Cookie identifiers
- Device identifiers
- Advertising identifiers
- Campaign identifiers
- Session identifiers
- Pseudonymous identifiers
These identifiers may help advertising systems deliver, measure and optimise campaigns without requiring a person’s name.
Technical Information
Technical information may include:
- IP address
- Browser type
- Operating system
- Device category
- Device type
- Connection information
- Technical request information
- Timestamp
Approximate Geographic Information
Where available and appropriate, information may include:
- Country
- State or region
- City
- Approximate geographic area
Audience Base does not require precise physical location information for ordinary advertising operations unless specifically required for an authorised service.
Advertising Interaction Information
This may include:
- Advertisement impressions
- Clicks
- Engagements
- Viewability signals
- Video interactions
- Conversion events
- Campaign interactions
- Campaign timestamps
- Advertising delivery information
Audience Information
Depending upon the campaign and source, this may include:
- Broad interests
- Contextual categories
- Audience segments
- Permitted behavioural signals
- Campaign interactions
- Statistical audience attributes
- Campaign performance information
- Data Minimisation
Audience Base believes that advertising technology should not collect information simply because it is technically possible to collect it.
Our objective is to process information that is reasonably relevant to a defined advertising, measurement, security, analytics or optimisation purpose.
Where practical, we seek to use:
- Aggregated information
- Contextual information
- Statistical information
- Pseudonymous identifiers
- Campaign-level information
instead of unnecessary directly identifying information.
- Purpose Limitation
Information processed through Audience Base should be connected to a defined purpose.
Depending upon the service, these purposes may include:
- Advertising delivery
- Audience planning
- Campaign activation
- Campaign measurement
- Frequency management
- Attribution
- Analytics
- Reporting
- Fraud prevention
- Security
- Campaign optimisation
- Service improvement
Information should not automatically be repurposed for unrelated activities without appropriate assessment.
- Transparency
Audience Base believes people should receive meaningful information about how their personal data is used where applicable.
Depending upon the processing relationship, transparency may be provided through:
- Privacy notices
- Publisher notices
- Advertiser notices
- Consent interfaces
- Cookie notices
- Contractual documentation
- Data Processing Agreements
- Privacy policies
Where another organisation directly collects information from an individual, that organisation remains responsible for its own transparency obligations.
- Consent-Aware Processing
Where consent is required for a particular processing activity, Audience Base expects the relevant responsible party to implement an appropriate consent mechanism.
Consent and privacy signals may originate from:
- Advertisers
- Publishers
- Mobile applications
- Consent Management Platforms
- Browsers
- Operating systems
- Advertising platforms
Where technically supported, Audience Base seeks to respect relevant privacy and consent signals.
- First-Party Data
Advertisers may use authorised first-party information with certain Audience Base services.
Where an advertiser provides first-party data, the advertiser is responsible for ensuring that:
- The information was lawfully collected
- Appropriate notices were provided
- Required consent or other authority exists
- The intended advertising use is appropriate
- Applicable sharing restrictions are respected
Audience Base may apply technical and contractual controls to first-party data integrations.
- Pseudonymous Advertising Identifiers
Advertising systems frequently use pseudonymous identifiers instead of directly identifying information.
These identifiers may support:
- Campaign delivery
- Frequency management
- Measurement
- Attribution
- Audience segmentation
- Fraud prevention
- Optimisation
Pseudonymous information remains subject to appropriate privacy safeguards where it constitutes personal data.
- Sensitive Personal Data
Audience Base does not intentionally design its standard advertising services around highly sensitive personal information.
Our standard audience products are not intended to create targeting based upon private information such as:
- Passwords
- Authentication credentials
- Private medical records
- Biometric credentials
- Financial authentication credentials
- Other highly sensitive private records
Advertisers and partners must not provide information that they are not legally authorised to process or disclose.
- Children’s Privacy
Children require enhanced privacy protection.
Audience Base does not intentionally design its standard behavioural advertising services for unlawful tracking, behavioural monitoring or targeted advertising involving children.
Advertisers and partners remain responsible for complying with applicable requirements where campaigns, services or datasets involve children.
- Contextual Advertising
Audience Base supports contextual advertising as an important privacy-conscious advertising approach.
Contextual signals may include:
- Page topic
- Keywords
- Content category
- Editorial context
- Website category
- Application category
Contextual advertising can help determine advertising relevance without requiring extensive individual-level behavioural information.
- Audience Segmentation
Audience Base may support segmentation using appropriate advertising signals.
Segments may be developed using:
- Context
- Broad interests
- Permitted behavioural signals
- First-party information
- Campaign interactions
- Aggregated information
- Statistical modelling
Audience categories may be probabilistic and should not automatically be interpreted as verified facts about an individual.
- Campaign Measurement
Audience Base may process campaign events for measurement purposes.
These may include:
- Impression
- Click
- Engagement
- Viewability
- Conversion
- Video interaction
- Campaign interaction
Measurement information is intended to help advertisers understand campaign effectiveness.
- Aggregated Analytics
Where practical, Audience Base seeks to provide campaign intelligence using aggregated metrics.
These may include:
- Impressions
- Clicks
- CTR
- Reach
- Frequency
- Engagement
- Viewability
- Conversions
- Campaign performance
- Geographic performance
- Device performance
- Contextual performance
Aggregated reporting can reduce unnecessary exposure of individual-level information.
- AI and Machine Learning
Audience Base may use artificial intelligence and machine-learning technology to assist with:
- Audience planning
- Media planning
- Contextual understanding
- Campaign recommendations
- Forecasting
- Performance analysis
- Campaign optimisation
- Reporting
- Anomaly detection
AI does not remove privacy responsibilities.
Our objective is to use AI to improve advertising intelligence while limiting unnecessary processing of directly identifying information.
- Human Oversight
AI-assisted recommendations may support advertising professionals but do not necessarily replace human decision-making.
Where appropriate, users can review campaign recommendations, targeting, budgets, creatives and other campaign settings before activation.
- Data Security
Audience Base seeks to maintain reasonable technical and organisational security safeguards appropriate to the information and processing involved.
Measures may include, where applicable:
- Secure transmission
- Encryption
- Authentication
- Access controls
- Role-based permissions
- Infrastructure security
- Logging
- Monitoring
- Backup controls
- Security updates
- Incident-response procedures
Security controls evolve alongside our platform and technology environment.
- Access Management
Access to data and systems should be limited according to legitimate business requirements.
Audience Base seeks to provide authorised personnel with only the level of access reasonably required to perform their responsibilities.
Permissions may be changed or removed when access is no longer necessary.
- Data Isolation
Where technically appropriate, advertiser and campaign information is logically separated to reduce unnecessary cross-client exposure.
One advertiser should not receive unrestricted access to another advertiser’s confidential campaign information.
- API and Integration Security
Audience Base may integrate with external advertising and technology platforms through APIs.
Relevant security considerations may include:
- Authentication
- Authorisation
- Credential protection
- Permission scope
- Secure transmission
- Logging
- Access revocation
We seek to limit integration permissions to those reasonably necessary for supported functionality.
- Data Retention
Audience Base does not intend to retain personal data indefinitely.
Retention may depend upon:
- Processing purpose
- Campaign requirements
- Client contracts
- Reporting requirements
- Security
- Legal obligations
- Technical requirements
Information no longer reasonably required may be deleted, anonymised or aggregated.
- Data Deletion
Deletion forms part of our data lifecycle approach.
Where appropriate and technically applicable, information may be:
- Deleted
- Anonymised
- Aggregated
- Otherwise rendered no longer identifiable
Certain information may temporarily remain in secure backup systems or where retention is required for legal, security or technical reasons.
- Data Principal Rights
Where applicable, Audience Base seeks to support rights available to Data Principals under applicable Indian data protection law.
Depending upon the circumstances, these may include mechanisms relating to:
- Access to information
- Correction
- Completion
- Updating
- Erasure
- Withdrawal of consent
- Grievance redressal
Where Audience Base processes information on behalf of another organisation, the relevant organisation may remain the primary point of contact.
Audience Base will reasonably cooperate with authorised clients where appropriate.
- Security Incidents
Audience Base seeks to maintain procedures for identifying, investigating and responding to security incidents.
Our incident-management approach may include:
Detect → Investigate → Contain → Assess → Remediate → Communicate → Learn
Where legal or contractual notification requirements apply, Audience Base seeks to cooperate with relevant clients and authorities as appropriate.
- Third-Party Technology Providers
Audience Base may use third-party providers supporting:
- Cloud infrastructure
- Hosting
- Security
- Analytics
- Communications
- Measurement
- Advertising technology
- AI services
- Data processing infrastructure
We seek to consider appropriate privacy, security and contractual safeguards according to the nature of the service.
- Advertising Inventory
Audience Base campaigns may operate across websites, mobile applications and other digital environments supplied through independent advertising technology providers.
Publishers and platforms remain responsible for their own:
- Privacy policies
- Consent implementations
- Data collection
- Technology
- Legal obligations
Audience Base expects ecosystem participants to operate according to applicable privacy requirements.
- International Processing
Digital advertising technology may involve global infrastructure.
Where information is processed across jurisdictions, Audience Base seeks to consider appropriate contractual, organisational and technical safeguards according to applicable requirements.
- Accountability
Privacy requires ongoing governance.
Audience Base seeks to maintain appropriate:
- Policies
- Contracts
- Security controls
- Access controls
- Data governance processes
- Processor management
- Rights-handling procedures
- Incident-response processes
- Continuous Improvement
Privacy compliance is not a one-time exercise.
Audience Base intends to continuously evaluate our:
- Technology
- Data collection
- Data usage
- Retention
- Security
- Advertising integrations
- AI functionality
- Technology partners
- Regulatory requirements
Our policies and controls may evolve as India’s data protection framework and advertising technology continue to develop.
- 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 Commitment
Audience Base believes that effective advertising, intelligent technology and responsible data protection can coexist.
Our objective is to build advertising technology that delivers intelligence, relevance, measurement and optimisation while incorporating appropriate privacy safeguards throughout the data lifecycle.
DPDP Aligned • Responsible Data Processing • Privacy-First by Design