Advertising privacy
Ad360 Data Retention Schedule
How long Ad360 retains each category of data, for what purpose, and on what justification.
- Effective date
- June 4, 2026
- Operator
- Menadex Ltd
Retention principles
Ad360 applies per-purpose retention. User identifiers are retained only while the applicable privacy signal permits the relevant purpose, are tied to a documented purpose, are access-controlled, and are deleted or de-identified at the end of the period. Business identifiers are operational and are retained for billing, pacing, reporting, reconciliation, and debugging.
The periods below are maximums. Shorter periods apply to debugging-only flows. Certain operational, contractual, accounting, security, fraud-prevention, attribution, or legal-obligation records may be retained for longer where required by applicable law or contractual obligations.
Retention by category
| Data category | Purpose | Retention | Justification |
|---|---|---|---|
| Advertising identifiers (hashed buyeruid, Ad360 ID, external IDs) | Profile building, ad selection, measurement, audience statistics (P2/P3/P4/P7/P9/P10) | Up to 365 days, while permitted | Operational advertising within the consented window; deleted or de-identified after |
| Device storage identifier (__ad360_ad360uuid) | Device storage for permitted purposes (P1, 2, 3, 4, 7, 9, 10) | 365 days max age (refreshed) | Registered device storage disclosure; written only when permitted |
| IP addresses | Geo resolution, fraud prevention, security, request handling | Up to 365 days in event logs; shorter for debug | Treated as a user identifier; minimised and access-controlled |
| Campaign / bid event logs | Pacing, optimization, reporting, reconciliation | Operational retention; user-level fields governed by the identifier rules above | Business operation; user identifiers redacted where the decision disallows logging |
| Attribution records | Advertising measurement and attribution (P7) | Longer than the default only where justified | Measurement integrity; consent-gated at user level |
| Billing records | Invoicing, accounting, audit | Per statutory accounting obligations | Legal and accounting obligation; business identifiers, not user identifiers |
| Operational / debug logs | Debugging and platform reliability | Shorter than the advertising default | Minimum needed to diagnose issues; user identifiers redacted when disallowed |
| Security logs | Security monitoring, abuse and fraud prevention | Retained where justified for security purposes | Security interest; access-controlled |
| Aggregated reporting data | Aggregate reporting and audience insights | Retained without per-identifier limits | Aggregated and non-identifying; not user personal data |
Notes
Retention for any user identifier never exceeds what the applicable privacy signal permits, regardless of the maximums shown.
Where a specific calendar period is not fixed in the implementation baseline — notably IP-log, billing, and security-log durations — the value reflects the applicable operational, accounting, or security obligation and is confirmed with the responsible function before it is treated as final.
TCF purposes and special features referenced on this page
Plain-language explanations of the IAB Europe TCF v2.2 purposes referenced in the schedule above (shown as P1, P2, and so on).
- Purpose 1 — Store and/or access information on a device
- Cookies or similar identifiers may be stored on, or read from, your device. IAB reference ↗
- Purpose 2 — Use limited data to select advertising
- Ads can be selected using limited, non-profile data such as the content you are viewing and basic request details. IAB reference ↗
- Purpose 3 — Create profiles for personalised advertising
- Information about you can be combined into a profile used to make advertising more relevant. IAB reference ↗
- Purpose 4 — Use profiles to select personalised advertising
- A profile built about you can be used to choose which ads you see. IAB reference ↗
- Purpose 7 — Measure advertising performance
- Measuring whether and how ads were delivered and performed, at the level of an individual user. IAB reference ↗
- Purpose 9 — Understand audiences through statistics
- Producing aggregated statistics about audiences to understand reach and effectiveness. IAB reference ↗
- Purpose 10 — Develop and improve services
- Using data to maintain, secure, debug, and improve products and services. IAB reference ↗
Contact
Questions about retention may be directed to privacy@ad360.media.