Legal
Legitimate Interest Assessment
GDPR Article 6(1)(f) Legitimate Interest Claim
Last updated: January 2026
This document sets out the Legitimate Interest Assessment (LIA) conducted by Revantage GmbH in accordance with Article 6(1)(f) of the General Data Protection Regulation (GDPR). It explains the interests we pursue, the necessity of our data processing, and the safeguards we implement to protect user rights.
1. Purpose of Processing
Revantage processes limited device and contextual data to support the following legitimate business purposes:
- Facilitate real-time bidding (RTB) auctions between publishers and demand partners
- Deliver relevant advertising to users
- Prevent fraud and ensure ad quality
- Measure advertising performance and campaign effectiveness
- Improve technical services and platform reliability
- Generate aggregated audience statistics
2. Necessity of Processing
The processing of IP addresses, device characteristics, and probabilistic identifiers is necessary to:
- Route bid requests to appropriate demand partners
- Prevent fraudulent activity and invalid traffic
- Maintain auction integrity and fair competition
- Avoid duplicate transactions and billing errors
- Match demand partners with relevant inventory
- Ensure technical delivery of advertisements
Without this processing, real-time bidding would not function, and publishers would be unable to monetize their inventory through programmatic advertising.
3. Balancing Test
We have conducted a balancing test to ensure that our legitimate interests do not override the rights and freedoms of data subjects. The processing occurs in a business-to-business advertising ecosystem where publishers expect such processing to enable monetization of their content. We implement the following safeguards:
Data Minimization
- No collection of precise geolocation data
- No creation of behavioral interest profiles
- No cross-site tracking cookies set by Revantage
- Processing limited to data strictly necessary for RTB
Short Retention Periods
- Sync mappings: Maximum 90 days
- Auction logs: Maximum 60 days
- Fraud detection data: Maximum 60 days
Respect for User Choices
- Full respect for publisher-provided consent signals (TCF, GPP, US Privacy)
- No processing where valid consent is required but not present
- Honor of user opt-out requests
Security Measures
- Technical and organizational security measures
- Encryption in transit
- Access controls and audit logging
- Regular security assessments
4. Conclusion
Based on the safeguards implemented and the limited nature of processing, Revantage GmbH has concluded that:
Our legitimate interests in operating a supply-side advertising platform are not overridden by the rights and freedoms of data subjects. The processing is proportionate, necessary, and conducted with appropriate safeguards to minimize impact on individuals.
5. Right to Object
Under Article 21 of the GDPR, you have the right to object to processing based on legitimate interest at any time. Upon receiving an objection, we will cease processing unless we can demonstrate compelling legitimate grounds that override your interests, rights, and freedoms.
To exercise your right to object, please contact us:
Email: [email protected]