Legitimate Interests

Our legitimate interests and how we balance them

This page explains the processing TapMind carries out on the basis of legitimate interests (or the equivalent basis in your country's law), why we consider those interests legitimate, how we have weighed them against your rights, and how you can object. It supplements our Privacy Policy.

What we do on this basis

• Serving ads and choosing between ad sources (IAB TCF Purpose 2, "use limited data to select advertising"): using the app, the ad slot, your device's characteristics, your country and, where permitted, region, and a random installation identifier to decide which advertising partner is likely to fill the slot. This does not use your advertising identifier. It may use a record of how ads have performed for your installation of that one app, kept against the random installation identifier. That record is never combined with data from other apps.
• Measuring advertising performance (Purpose 7): counting whether ads were requested, shown or clicked, how long they took, and the revenue reported, so that publishers are paid correctly and partners are evaluated.
• Understanding audiences through statistics (Purpose 9): producing aggregated statistics by app, device type and country. Individual-level data is not used in these reports.
• Developing and improving our services (Purpose 10): improving how we select ad sources, using aggregated or pseudonymised data.
• Security, fraud prevention and technical delivery (Special Purposes 1 and 2): detecting invalid traffic and delivering ads technically.

Where your country's law does not provide a legitimate-interest basis for these activities (for example, India), we rely on consent obtained through the notice of the website, app or channel you are using instead.

Why we consider these interests legitimate

Publishers offer websites, apps and streaming services free of charge because advertising pays for them; TapMind's service exists to make that advertising work. Selecting an ad source, measuring whether an ad was shown, and preventing fraud are necessary for that service to function and are expected by users of ad-supported apps. None of these activities uses your advertising identifier, builds a profile of you, or follows you across apps — those activities are done only with your consent.

How we balanced them against your rights

• We use the least identifying data that works: a random installation identifier in apps (which changes if you reinstall), a random viewer identifier in your browser (which you can clear), or — on connected TVs and audio devices — only the advertising identifier your device settings allow; none is linked to any other identifier on your device.
• We never collect precise location, hardware identifiers, contact details, or the contents of your device, and we do not create device fingerprints.
• We keep data for limited periods (see the Privacy Policy, section 7), pseudonymise our serving logs, and restrict access.
• Reports to publishers are aggregated; individual-level data is not shared for these purposes.
• We honour every privacy signal you set, including "limit ad tracking" and App Tracking Transparency, immediately.

We concluded that these interests are not overridden by your interests or fundamental rights, given the limited data involved and the safeguards above.

How to object

You may object at any time: in the consent dialog of the website or app you are using (where the consent platform offers an objection to legitimate interests), through your device's advertising settings, at Privacy Choices, or by emailing privacy@tapmind.com. On objection we stop the processing concerned for your device unless we have compelling legitimate grounds that override your interests, which we do not expect for advertising; in practice, an objection results in contextual-only ads for your device.