DPDP compliance for media & adtech
Media and adtech businesses are built on exactly what the DPDP Act regulates most tightly: tracking, profiling, and targeting at scale. Getting consent and data governance right isn't a side project here — it's the foundation your business model now stands on.
The risks
What the DPDP Act means for your data
Tracking & profiling
Cookies, device IDs, and audience profiles that need genuine, granular, withdrawable consent.
Complex ad supply chain
DSPs, SSPs, DMPs, and partners that all pass personal data along the chain.
Large audiences
Reach that can bring large-platform retention duties and Significant Data Fiduciary status.
First-party shift
A move to consented first-party data that needs the right capture and governance to be lawful.
The retention clock for large platforms
Under the DPDP Rules, large platforms — including big social-media intermediaries (proposed at 2 crore-plus registered users in the Draft Rules) — face a default obligation to erase personal data after roughly three years of user inactivity, with advance notice. We help you govern audience data accordingly. (Thresholds follow the Draft Rules and should be confirmed against the notified text.)
What we implement for media & adtech
Consent-first audience data
Granular, withdrawable consent for tracking and profiling, wired into your tag and SDK stack.
Supply-chain governance
Processor controls and DPAs across your DSP/SSP/DMP partners so data flows lawfully.
First-party data foundation
Compliant capture and governance for the consented first-party data your future depends on.
Retention & SDF readiness
Inactivity-based retention plus DPO, DPIA, and audit readiness if you're notified an SDF.
In practice
Example: a digital publisher
A publisher rebuilt its consent layer, pruned non-consented trackers, and shifted to a governed first-party audience model — protecting ad revenue while bringing its data practices in line with the Act.
Illustrative example. Real engagements are scoped to your business.
FAQ
Media & AdTech & the DPDP Act
Yes — to adults, on valid consent, with real withdrawal. Targeting children is off the table. We build the consent and governance to make it lawful.
Large media and social platforms are strong candidates. We assess your status and prepare you for the added duties.
Other industries we serve
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