Legal

Privacy Policy

How we handle personal data across our website, dashboard, and CTV programmatic ad exchange.

This Privacy Policy describes how LtvAdx (“LtvAdx”, “we”, “us”, or “our”) collects, uses, discloses, and protects personal information when you visit ltvadx.com, use the LtvAdx publisher portal, advertiser dashboard, operator console, or APIs, view ads delivered through LtvAdx on connected TV (CTV) and linear streaming platforms, or otherwise engage with our services (collectively, the “Services”).

Effective date: June 6, 2026  |  Last updated: June 6, 2026

1. Who we are and how to contact us

LtvAdx operates a programmatic ad exchange for Connected TV (CTV), linear TV, FAST channels, and addressable television. Our platform combines supply-side (SSP) inventory management for publishers, demand-side (DSP) campaign tools for advertisers, server-side ad insertion (SSAI), VAST 4.2 ad serving, OpenRTB 2.6 programmatic demand, and HouseholdID identity resolution.

LtvAdx operates this platform and related services. For legal entity details, registered address, or company registration information, contact legal@ltvadx.com.

For privacy-related questions or requests, contact us at privacy@ltvadx.com. For data protection matters under GDPR, you may also contact our Data Protection contact at dpo@ltvadx.com. See also our GDPR Compliance page for additional information for European users and business customers.

2. Scope of this policy

This policy applies to:

  • Website visitors who browse ltvadx.com, submit demo or contact forms, subscribe to product updates, or create an account.
  • Business customers (publishers, advertisers, operators, ad networks, agencies) and their authorized users who access the LtvAdx dashboard or APIs.
  • TV viewers who see video ads delivered through LtvAdx on CTV apps, FAST channels, or addressable linear inventory, or who submit privacy requests through our Ad Choices page.

When a publisher, operator, or FAST channel uses LtvAdx to monetize ad inventory, that party is typically the data controller for viewer relationship data and consent obligations in their territory. LtvAdx generally acts as a data processor on the customer's instructions when handling device signals, household identifiers, delivery events, and related ad operations. This policy explains both LtvAdx's own processing and how we handle data on behalf of customers.

3. Information we collect

3.1 Information you provide directly

  • Account and profile data: name, work email, organization name, role, billing contact details, and authentication credentials for dashboard users.
  • Sales and support communications: information submitted through demo requests, contact forms, support tickets, or email correspondence.
  • Marketing preferences: email address if you subscribe to LtvAdx product updates.
  • Publisher, advertiser, and operator configuration: channel and pod packaging, floor prices, deal terms, campaign definitions, creative assets, audience segment definitions, SSAI stitch-point settings, billing settings, and API keys you create in the dashboard.
  • Ad Choices and privacy requests: name, email address, and request details submitted through our opt-out or data-rights form.

3.2 Information collected automatically — website and dashboard

  • Device and log data: IP address, browser type, operating system, referring URLs, pages viewed, timestamps, and similar diagnostic data when you use our website or dashboard.
  • Cookies and similar technologies: we use essential cookies and local storage to maintain login sessions, remember preferences, record consent choices, and protect against abuse. We do not use third-party advertising cookies on ltvadx.com. See Section 9 for details.
  • Audit and security logs: configuration changes, API key usage, and security events associated with your account (retained per your plan; see Section 10).

3.3 Information processed during ad delivery (CTV and linear)

When a viewer watches content containing LtvAdx-served ads — whether through a CTV app, FAST channel, SSAI-stitched stream, or addressable linear break — we may process:

  • Device advertising identifiers: platform-specific IDs such as Roku RIDA, Amazon IFA, Apple TV TIFA, Samsung/LG/Android TV advertising IDs, or equivalent linear addressability tokens, subject to platform privacy settings including Limit Ad Tracking signals.
  • HouseholdID: a pseudonymous household-level identifier derived from IP address, device signals, and optional ACR (automatic content recognition) inputs, used for frequency capping, audience segmentation, and cross-screen reach measurement within LtvAdx.
  • Publisher and inventory identifiers: publisher ID, channel ID, app bundle, ad pod position, placement key, deal ID, and campaign/creative identifiers needed to run the ad waterfall.
  • Approximate location: country, state, and DMA/metro area inferred from the IP address of the ad request (coarse geo only — not GPS or precise location).
  • Device and platform category: inferred from User-Agent or platform SDK (for example, Roku, Fire TV, Apple TV, Samsung Tizen, LG webOS, Android TV, or linear head-end class).
  • Content context: channel, genre, program category, or FAST content metadata for contextual ad selection — not linked to named individuals.
  • Delivery and engagement events: ad impressions, VAST quartile beacons (start, first quartile, midpoint, third quartile, complete), clicks, companion interactions, and conversion events where conversion tracking is enabled by the advertiser.
  • Request metadata: timestamp, request ID, HTTP headers necessary for serving and fraud prevention, SCTE-35 break markers where applicable, and response codes.

We do not use browser cookies, cross-site web tracking pixels, or email addresses for standard CTV ad delivery. Ad selection is based on inventory context, campaign rules, household-level signals, and coarse request metadata — not browsing history across unrelated websites.

3.4 Information from third parties

  • Payment processors: billing status and transaction identifiers (we do not store full payment card numbers).
  • Programmatic demand partners: bid responses, deal metadata, and limited identifiers when OpenRTB 2.6, private marketplace, or direct deal integrations are enabled by a customer.
  • Identity and data partners: ACR segment signals, authenticated audience keys, or universal ID mappings where a customer has enabled HouseholdID enrichment.
  • Operators and MVPDs: household addressability tokens and consent signals for addressable linear deployments.

4. How we use information

We use personal information for the following purposes:

  • Provide, operate, maintain, and improve the Services.
  • Run real-time ad decisioning, pod-aware waterfalls, frequency capping, audience segmentation, pacing, brand safety filtering, and billing based on verified impressions.
  • Generate reporting, invoices, revenue-share statements, and analytics for publishers, advertisers, operators, and network partners.
  • Authenticate users, enforce role-based access controls, and detect invalid traffic (IVT) or abuse.
  • Respond to support requests and communicate about your account or the Services.
  • Send product updates and marketing communications where permitted (you may opt out of marketing emails).
  • Comply with legal obligations and enforce our Terms of Service.
  • Honor viewer opt-out and privacy requests submitted through Ad Choices.

5. HouseholdID, device signals, and viewer opt-out

LtvAdx uses pseudonymous household-level identifiers and hashed device advertising IDs for frequency capping, audience matching, reach measurement, and suppression. These values are designed for household-level ad operations — not to identify named individuals.

Viewers can limit personalised ad targeting by enabling “Limit Ad Tracking” or equivalent settings on their CTV device (Roku, Fire TV, Apple TV, Samsung, LG, Android TV). LtvAdx honours these platform signals across campaigns. Viewers may also submit a privacy request through Ad Choices.

Publishers and operators remain responsible for their viewer relationships and any platform-specific consent obligations. Opting out of LtvAdx-targeted ads does not affect your subscription to a streaming service or cable package — contact that provider directly for account matters.

6. Legal bases for processing (EEA, UK, and Switzerland)

Where GDPR or similar laws apply, we rely on the following legal bases:

  • Contract: processing necessary to provide the Services under our agreement with business customers and to manage your account.
  • Legitimate interests: securing our platform, preventing fraud and IVT, improving the Services, and delivering contextual and household-level TV advertising with appropriate safeguards. See our GDPR Compliance page for detail.
  • Consent: where required for marketing emails, optional cookies on our website, or where a publisher or operator has obtained valid consent for addressable advertising.
  • Legal obligation: tax, accounting, regulatory, and law-enforcement requests.

When we process viewer data on a publisher's or operator's behalf, that customer determines the lawful basis for enabling advertising. Customers must ensure they have appropriate consent or another valid basis before passing viewer signals to LtvAdx.

7. How we share information

We may share information with:

  • Service providers and sub-processors who host infrastructure, provide content delivery, payment processing, customer support tools, analytics for our website, and security monitoring — under contractual confidentiality and data protection obligations.
  • Advertising partners where a customer enables programmatic demand, private marketplace deals, or direct advertiser campaigns — limited to data necessary for delivery, measurement, and billing.
  • Linked business customers such as a publisher and advertiser connected through a direct deal, an operator participating in an addressable linear campaign, or a network viewing aggregate reporting.
  • Professional advisers (lawyers, accountants, auditors) under confidentiality duties.
  • Authorities when required by law or to protect rights, safety, and integrity of the Services.
  • Successors in connection with a merger, acquisition, or asset sale, subject to this policy or notice to you.

We do not sell personal information in the conventional sense. We do not share viewer names, email addresses, or viewing histories with advertisers for their independent marketing lists.

8. International data transfers

LtvAdx may process and store information in the United States and other countries where we or our service providers operate. Where required, we use appropriate safeguards such as Standard Contractual Clauses and data processing agreements for transfers from the EEA, UK, or Switzerland. Business customers may request a Data Processing Addendum (DPA) by contacting legal@ltvadx.com.

9. Cookies and similar technologies

On ltvadx.com and the LtvAdx dashboard, we use cookies and similar technologies that are strictly necessary for authentication, security, session management, and consent recording. We may use privacy-respecting analytics on our marketing site (Google Analytics, consent-gated) to understand aggregate traffic patterns.

LtvAdx CTV ad delivery does not set third-party advertising cookies in a viewer's browser. Ad targeting on streaming devices relies on platform device identifiers, household-level signals, and request-time metadata as described in Section 3.3.

10. Data retention

  • Account data: retained while your account is active and for a reasonable period afterward to resolve disputes, enforce agreements, and meet legal obligations.
  • Ad delivery and reporting events: retained according to your plan and contractual reporting windows (typically 13–25 months for operational reporting unless a longer period is required for billing disputes or law).
  • Hashed device identifiers: retained for frequency capping for up to 30 days unless a longer window is required for an active campaign or legal hold.
  • Audit logs: 90 days on standard plans; up to 365 days on Enterprise plans.
  • Ad Choices suppression entries: retained until you request removal or we no longer need them to honor your opt-out, subject to legal requirements.
  • Marketing contact data: until you unsubscribe or we retire the list.

We may retain anonymized or aggregated data that no longer identifies individuals for analytics and product improvement.

11. Security

We implement administrative, technical, and organizational measures designed to protect personal information, including TLS 1.3 encryption in transit, AES-256 encryption at rest for LtvAdx database storage, role-based access controls, API key scoping, and optional IP allowlisting for enterprise accounts. No method of transmission or storage is completely secure; please use strong passwords and protect your API keys.

12. Your privacy rights

Depending on your location, you may have rights to:

  • Access, correct, or delete personal information we hold about you.
  • Object to or restrict certain processing.
  • Data portability where applicable.
  • Withdraw consent where processing is consent-based.
  • Opt out of marketing communications.
  • Opt out of sale or sharing of personal information (California and similar U.S. state laws).
  • Lodge a complaint with a supervisory authority.

TV viewers: to limit targeted ads, enable Limit Ad Tracking on your device (see Ad Choices for platform instructions) or submit a privacy request through that page. For access or deletion related to a specific streaming service, contact that publisher or operator first — they control the viewer relationship. We will assist customers in responding to valid data subject requests where we act as their processor.

Business users: submit requests to privacy@ltvadx.com. We may verify your identity before responding. We aim to respond within 30 days.

13. U.S. state privacy notices

Residents of California, Colorado, Virginia, and other U.S. states with comprehensive privacy laws may have additional rights, including the right to know categories of data collected, request deletion, and opt out of certain sharing. LtvAdx does not sell personal information. Submit requests to privacy@ltvadx.com or through Ad Choices.

14. Children

The Services are intended for business use and are not directed to children under 16. We do not knowingly collect personal information from children. If you believe a child has provided us information, contact us and we will take appropriate steps to delete it.

15. Changes to this policy

We may update this Privacy Policy from time to time. We will post the revised policy on this page and update the “Last updated” date. Material changes to business customers may also be communicated by email or in-dashboard notice where required by law or contract.

16. Related documents