How we deal with GDPR compliancy

Last updated on:

August 25, 2023

In what follows we will provide answers to the most pressing topics around privacy, security, GDPR and the likes... This information is updated regularly to reflect our views, current efforts and roadmap related to these matters.

We acknowledge that location data is sensitive data, so we take privacy very seriously. The location domain we are working in has historically beenrun by ad tech companies collecting and monetizing location data in a lack of a 'privacy by design' mindset. It is our ambition and daily behaviour to tackle these matters differently.

It all starts with being as open and transparent about it. Hence someFAQ answered below. In case you have additional questions for us, feel free to get in contact via

What is our role in the location domain?

Our goal is to help our publisher customers build great product experiences with location context, whether that is via personalized content or relevant advertising. We do not sell any data we collect, and we do not share location data to other customers.

We do however have a 'insights sharing partnership' which aggregates the data of end users over different customers to give an aggregated overview of real-world behavioural patterns of end-users. This helps brands to better understand their audiences and improve their services consequently. No personal data is ever shared and our clustering algorithms require at least 50 users.

What data do we collect?

We initially collect data about the user such as his adid, consent state and location permission. Once tracking starts - for opt-inned users with location permissions enabled - we collect location data. Depending on several optimization settings, our algorithms collect multiple data points per hour. The data collected contains latitude & longitude (coordinate), the adid, a timestamp, the OS (Android vs iOS), OS version (e.g. iOS 13.3.1), device manufacturer (e.g. iPhone or Samsung), device id (e.g. A500), cellular network (e.g. Proximus) and WIFI network (in case of a connection with a network).

Multiple data points are directly used for matching users (when and where), others are used to optimize the tracking (e.g. battery optimization for specific device types) or improve the probability of a visit (e.g. a WIFI connection to 'Accurat' indicated a potential visit to Accurat).

Do we sell location data?

The data we collect for our customers are considered first party data. We do not sell any personal data we collect. We do not share location data to other customers either. Our customers are bound to the laws of the GDPR and can only use the personal data for its intended use cases to which a user consents. We track and store consent in our systems with revisioning tracking in order to have a clear understanding of the rights granted.

How do we deal with consent?

We never track users without their explicit consent. The tracking only startsonce consent has been provided - whether that is via our automated flow or thecustom integration by our customers. An example of our consent flow is outlinedbelow. A similar flow is used for Android and increasingly so since Android 10(location permissions can be granted on a temporary, in-app or always basis).

GDPR Compliancy flow

How do we avoid the tracking of minors?

We only track users with their explicit consent. To verify whether a user is a minor (or not) is very hard. We rely on a crystal clear consent definition and privacy policy or terms and conditions of our customers to avoid requesting consent from minors. On top of that if we become aware that a user might be a minor we will stop tracking him/her.

Do we deal with user rights?

We have an extensive list of procedures to handle the rights of the end-users we track. We summarize briefly our approach:

  • The right to be informed - all users are informed via the privacy policy a/o terms & conditions of our customers and explicit wordings in the provided consent screens
  • The right of access - users can request a data dump in a readable format about the data we collect, store and process (such as audiences they are appointed to)
  • The right to rectification - users can request to update the data we have collected from them
  • The right to erasure - a user can request to be forgotten and have us delete all data we have collected and     processed
  • The right to restrict processing - we store permissions for individual purposes separately so a user can change its preferences for processing
  • The right to data portability - the data dump we provide to comply with the right of access is in a readable format. Although a standard for location data is missing, we make     it easy for both humans and a computer program to interpret the data.
  • The right to object - the right to object is treated equally to the ‘right to erasure’
  • Rights related to automated decision making including profiling - the right to not be subjected to subject to decisions that are solely based on automated processing, (including profiling) which produce legal effects (or have a similar effect). Accurat will never use location data to make automated decisions that produce legal effects on users.

How do we avoid profiling users using 'sensitive data' (e.g. religion, sexual preference, trade union membership, ...)?

Whilst matching & profiling users, coordinates are compared with a blacklist of sensitive locations. If a user is considered to have visited a hospital, a church, a political party's or tradeunion's headquarter, that match is never stored in our systems.

On top of that, if a customer wants to create a (temporary) point of interest that is located where our blacklist holds a location, this POI is never stored.This practice helps us to avoid profiling users based on locations that are considered to provide insights on a user's political or sexual preferences or health state.

What is our data retention policy?

As part of our data protection measures, we limit the duration of the personal data that we store and process. We only retain your data for as long as necessary to offer our services and to fulfillcontractualor legal requirements. Once the retention period expires, we securely dispose of the data and we regularly review and update our dataretention policies to ensure that we only store and process personal data foras long as necessary.

Do we have an ethical approach to location data?

We believe every company should act by a'privacy by design' standard. On top of that, we have some personal beliefs that we value in such a matter that we made sure our algorithms willnever profile users in specific audiences that we deem non-ethical. E.g.when a user visits a casino, we will not store this information so betting offices cannot target users this way.

Have we taken serious mattersin terms of security?

We have taken different measures to protect the data we collect, process and store by following best practices in terms of procedures - both administrative and physical (no computers can be left unlocked), encryption (HMAC), authentication of users(via OAuth), limit data transfer (once or twice a day on average), limitation of data access, limitation of trusted sources (via IP targeting or VPN access),limiting risks by implementing TFA (two factor authentication), SSO solutions(SAML 2.0) or by de-constructing data and storing it separated (e.g. locations are stored separated from a user's adid). You can read all about it in our Security Policy.

Do we have encryption and authentication solutions in place?

The raw data (coordinates) is stored in Big Query which has extensive encryption in place by default. Other data is stored with a user token instead of the ad id making it harder to connect the dots in case of a breach or similar. Additionally, we have plans to further encrypt all data end-to-end.

For authentication we use HMAC - considered one of the best authentication algorithms existing to date - for our SDK-API connections.Increasingly we are limiting the use of the API to IP addresses, using VPN or the SDK to specific apps. All traffic is end-to-end encrypted overSSL/TLS.

Who is our DPO?

Our DPO is Tim De Bock, working as a legal consultant at Deloitte Belgium. He can be reached via

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