What household data you may send
What you must be entitled to upload about your subscribers, what LtvAdx checks and does not check, and what buyers can see of your data.
Subscriber data is personal data about people in their homes. Before you upload any of it, you need to be entitled to use it for advertising. This article says what that means, what LtvAdx checks when you upload, and what it does not check.
You decide the legal basis
For addressable TV, you are normally the controller of your subscribers' data and LtvAdx acts as your processor, on your instructions. That is how the Privacy Policy and the GDPR page describe it.
Two sentences from the Privacy Policy matter most:
- When LtvAdx handles viewer data on an operator's behalf, the operator determines the lawful basis for enabling advertising.
- Customers must make sure they have appropriate consent or another valid basis before passing viewer signals to LtvAdx.
So before you upload a household, you must be able to say why you may use that subscriber's data to show them targeted ads. In practice that usually means valid consent, collected through your own consent flow or a framework such as TCF 2.2 where your territory needs one. LtvAdx cannot choose the basis for you.
Under the Terms of Service, operators also agree to provide accurate household data and consent signals, and to use TCF 2.2 or CCPA consent layers where required for their viewers.
Use the data only for what the basis covers
The Advertising Policy says addressable segments must be used consistently with the consent basis they were built under. If a subscriber agreed to one thing, do not send their data for a different purpose.
Do not send sensitive information about households, such as health conditions, religion, sexual orientation or precise financial status. The upload has no columns for these. Do not put them in a free-text column such as tvModel either.
What LtvAdx checks
When you upload, LtvAdx checks the shape of each row:
- An email address in
subscriberIdis refused. The ID must be a number or code of up to 128 characters, with only letters, digits and. _ : -. - Fixed-list columns must hold an allowed value, and languages must be two-letter ISO codes.
- A sandbox account, or one not yet approved, cannot upload.
You confirm it before every upload
Before Upload Signals works, you tick a confirmation on the page. It says that you have your subscribers' consent, or another lawful basis, for this data to be used for ad targeting, and that every subscriber who opted out or asked to be removed is marked in the file. The page ties it to section 4.4 of the Terms of Service and to the Privacy Policy. A check with Validate saves nothing, so it needs no tick.
An upload through the API must send attestation=TERMS-4.4-2026-11-03, or it is refused. That value is the version of the wording you confirmed. LtvAdx keeps it with the upload, so there is a record of what was confirmed and when. See Upload household data.
The tick is your statement, not a check. LtvAdx does not verify that you hold consent. It also cannot tell a phone number from a smart-card number, so a phone number in subscriberId is not refused. Check what your system sends.
Audiences under 1,000 households are not used
An audience built from operator data must hold at least 1,000 households on your network before anyone can target it. A smaller one is left empty when audiences are rebuilt, so a buyer cannot aim an ad at a handful of homes by combining age, gender or a TV make. See Audience Segments.
Opt-outs are your signal to send
A subscriber who opts out of targeted ads must be marked optedOut in your next upload. From then on LtvAdx puts that household in no audience and serves it contextual ads only. Viewers can also opt out themselves, for example through the Ad Choices page, and that choice applies to your households too. See Record opt-outs and remove subscribers and Viewer opt-outs.
Without a signal from you, LtvAdx cannot know that a subscriber changed their mind with you. Send opt-outs and removals as soon as you record them.
How long LtvAdx keeps what you send
| What | How long |
|---|---|
| A subscriber's row | 30 days after the last upload that named them, unless you remove it sooner |
| The link between your subscriber ID and a household | Up to 90 days, and removed at once by a remove row |
| The household's own record | Up to 90 days, on its own schedule. A remove row does not delete it at once |
| The log of your uploads (counts and reasons, not subscriber IDs) | 400 days |
An opt-out is kept as a record of its own, so it still holds after a row expires or is removed.
For a full erasure request from a subscriber, a remove row is the first step. Then contact support about the rest, and see Privacy and consent.
What buyers see of your data
Advertisers choose audiences such as an age bracket or a language. They do not receive your subscriber IDs or a list of households.
On a channel's inventory card, a buyer can see a summary of the households operators report for that channel: a rough size band and the split by gender, age and income band. LtvAdx shows that summary only when your known households reach 1,000, and it leaves out any single value held by fewer than 100 households. Where several operators carry the same channel, the figures are added together. Kids channels carry no household figures. An operator whose account is suspended or not yet active is left out of the figures, because its households are out of targeting.