Transparency FAQs

Adjust - TFAQ






These FAQs have been developed by IAB UK members from different parts of the industry to help buyers understand more about the companies operating in digital advertising and where value is being added.

Content correct as of July 2019

The questions fall under three different categories:


What is your business model and how do you make money?

We monetise attributions based on a tiered pricing schedule, which also opens up certain services as clients pay more. We also offer premium add-on services such as audience segmentation (Audience Builder), fraud prevention (Fraud Prevention Suite), lifecycle tracking, and more.

Can you outline the full details of the agreement on a booking form / contract?

SaaS business model.

Will you share who your trading partners are?

Yes, here.



Do you own the inventory you sell?


If you don’t own your own inventory then how do you access inventory and which platforms do you use?


Do you specify your media placements and positions?


What insights do you provide back to advertisers?

Our core offering is mobile attribution for mobile advertisers, but we also provide a wealth of data beyond that. We report on cost, revenue, post-install events, lifecycle tracking, attempted fraud, web-based events and sessions, and more. We also provide cohorts for most of our data. Beyond our dashboard, we also provide exported reports to a client's S3/Google Cloud Storage bucket, or direct callbacks into their BI systems.

Does the inventory you own or access include UGC content?


What brand safety measures do you use?

Not entirely applicable to us, but we do abide by all major data privacy policies such as GDPR, COPPA, HIPAA, and more.

Which industry standards have you been certified against?

We're ePrivacy certified and confirmed GDPR, COPPA and HIPAA compliant.

Do you have a policy in place for ad-misplacement?


Are you happy to share your optimisation tactics?




Under GDPR what legal basis are you providing your services under?

Under the GDPR we are a data processor who processes data on behalf of the data controllers (our clients).

If consent is the mechanism then can you prove how you obtained it?

It is the duty of the data controller to obtain the necessary consent from the data subjects.

Are you using the IAB Framework?


What other 3rd party data partners require consent for your business to deliver its service?


What do you do with data you obtain from advertiser’s campaigns or data tags?

We store them in our in-house servers that are compliant with all data privacy and security measures. Clients only have access to their data, and nobody else's. We control access to this data in order to enforce our GDPR compliance. We also have a framework that makes it easy to "forget" anyone who invokes their right to be forgotten.

Are advertisers permitted to appoint their own 3rd party partners for verification and measurement?

They are, we just don't recommend it because it doesn't make sense to have two MMPs running for the same app.

Will you provide a link to your privacy and data policies?

Yes, here.

Will you share how you build audience, contextual and targeting segments?

Our Audience Builder tool collects Advertising IDs or Push Tokens that fall under the client's preferences which are then cross-referenced with the client's existing data with Adjust. We then make them available to advertising partners through dynamic links. This way, the clients control the data sent to partners, and only sends what's necessary to conduct effective retargeting campaigns.


To find out which other companies have completed the FAQs, please visit our members directory here

Please note the answers given are self-declared and are not verified by IAB UK or independently audited, unlike under industry-owned programmes such as JICWEBS. To view the latest JICWEBS Certifications, visit

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