Privacy Policy

Mdeg Limited owns and maintains the following brands and websites: Identifi, and

Our privacy policy is the same across all the brands and websites we maintain, so you know it is us!

Mdeg Limited is a full service media agency that collects data from a number of partners to help our clients accurately target their advertising, and other purposes as detailed in this policy.

We are committed to respecting your privacy and being transparent about how we collect your personal data, how we use your data, how we keep your data safe and your rights to access, amend, object or delete the data we hold about you.

We take our accountability for your data very seriously so if you feel there is a question that is not answered here, or if you would like more information about how we process your data, you can contact us at any time by emailing or writing to

Mdeg Limited
63-66 Hatton Garden,
Fifth Floor,

Where do we get your data from?

We compile our database using carefully vetted partners who have collected your data through:

As an ethical company, Mdeg only works with partners we think you can trust with your data. In each case we ensure that our partners have collected your data fairly and compliantly and that you have been informed that your data will be shared with Mdeg (normally in their own privacy policy). In addition, we ensure that they have been clear and transparent about the purposes for which Mdeg will use your data.

You have a right to withdraw your consent or object to our processing of your data under our and our service providers legitimate interest at any time by contacting us using the details at the top of this policy.

What type of information we hold about you?

We only hold personal information about you that you have provided to our data partners. This includes names, postal addresses, email addresses, telephone numbers, IP addresses, lifestyle and demographic data.

We do not hold or process any sensitive data about you such as:

What do we use your data for?

Your data is used by our clients for the following purposes:

Who do we share your information with?

Your data may be used by our clients and their brands in the following areas:

Services Providers

In addition, we may supply some or all of your data, under strict licensing terms to Services Providers (which may include companies who will use it for a variety of direct and email marketing, targeted advertising, measurement, identity resolution, testing and resource & development purposes on behalf of themselves and/or their clients).

Services Providers carry out data profiling and will combine your data with data they get from other sources (including public sources) and use it to create “predictive models”. Services Providers use these models to try to predict behaviour and preferences (e.g. how likely you are to buy a holiday online or take a particular type of holiday) or likely circumstances (e.g. whether you are eligible for a particular credit card).

Some Services Providers use the data we supply to help their clients with fraud prevention, tracing and ID verification.

Services Providers will also try to match and then link your data with data that they receive about you from other sources, to make sure that the data they hold about you is correct (e.g. to check whether you have recently moved address).

They share your data, including the profiled data they have created about you, primarily to:

In sharing your data with Services Providers, we rely on a lawful ground called ‘legitimate interest’, as our business depends on our ability to partner with third parties who process personal data for marketing-related reasons.

The Services Providers we work with are limited to only those organisations who we have completed checks on and who will only process personal data in compliance with all relevant privacy laws, regulations and guidance.

To understand more about the use of your data by Services Providers, and to find out how to exercise your data protection rights in relation to their use of your data (including how to opt-out), please click through to the websites of the companies below:

Services Providers Services Providers Website Services Providers Privacy Policy
Experian Ltd Website Link Privacy Policy
LiveRamp Website Link Privacy Policy

A full list of our Services Providers and Clients can be found here

What is our lawful basis for processing your data?

We process your data for marketing purposes under the consent you have provided to our data partners when they collected your data. If you wish to withdraw your consent please contact us and we will globally suppress your details from receiving any further third-party marketing, within 24hrs.

For some processing we rely on our legitimate interest as a business or those of a third-party, provided those interests are not outweighed by your interests, fundamental rights and freedoms.

In each of our data partner’s privacy policies, Mdeg is highlighted as a designated third-party with whom your data will be shared under the data partner’s legitimate interest particularly for fraud prevention, tracing and ID verification. We further process your data for use by our Services Providers under our legitimate interest as a business to provide your data for these purposes.

In specific situations, we may process your data to pursue our legitimate interests in a way which might reasonably be expected as part of running our business and which does not materially impact your rights, freedom or interests.

You have the right to object to this processing and if you wish to do so please inform us by emailing or by using any of the other contact details at the beginning of this policy.

How long do we keep your data?

We only retain information for as long as it is required for the purpose(s) for which we legitimately use it, or for longer periods if required for legal and regulatory reasons. The period for which we use personal data can vary depending on the contract terms with our data partners.

If we are asked to delete personal data from our files, we fulfil the request within 24 hours. In addition, we will inform the data partner who provided the information to delete it within 7 days and ensure our Services Providers delete the record within 14 days. 

How do we keep your data safe?

We take our obligations to keep your personal data safe and secure very seriously. Within Mdeg, access to your personal information is strictly controlled on a ‘need to know’ basis. Staff members are only allowed access to your personal data if they have been sufficiently trained in data handling. We have specific technical controls in place to restrict access and these are monitored regularly.

Where is your data stored?

We store your personal information in an Amazon Web Service cloud environment located in the European Economic Area (EEA). We do not transfer your data to any country that outside this area.

Our clients may transfer your data outside of the EEA only where we are satisfied that adequate levels of protection are in place to protect the integrity and security of any information being processed and compliance with applicable privacy and data protection laws. These measures may include the use of Standard Contractual Clauses.

Your rights in controlling how we use your data

Under data protection law you have rights regarding how we process your data. Please use the contact details listed below to exercise any of your following rights:

Your right of access

You have the right to ask us for copies of your personal information. This right always applies. There are some exemptions, which means you may not always receive all the information we process. You can read more about this right here.

Your right to rectification

You have the right to ask us to rectify information you think is inaccurate. You also have the right to ask us to complete information you think is incomplete. This right always applies. You can read more about this right here.

Your right to erasure

You have the right to ask us to erase your personal information in certain circumstances. You can read more about this right here. 

Your right to restriction of processing

You have the right to ask us to restrict the processing of your information in certain circumstances. You can read more about this right here.

Your right to object to processing

You have the right to object to processing if we are able to process your information because the process forms part of our public tasks, or is in our legitimate interests. You can read more about this right here. 

Your right to data portability

This only applies to information you have given us. You have the right to ask that we transfer the information you gave us from one organisation to another, or give it to you. You can read more about this right here.

You are not required to pay any charge for exercising your rights. We have one month to respond to you.

You also have the right to complain to the Information Commissioner’s Office whose address is Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF.

Data Protection Officer

The contact details of our Data Protection Officer:

The Data Protection Officer
Mdeg Limited
63-66 Hatton Garden,
Fifth Floor,


Tel: +44 (0) 207 438 2069

Updating this Privacy Policy

We keep this Privacy Policy under regular review. This policy was last reviewed in November 2022.


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You can read our privacy policy here

Contact Us

Mdeg Ltd
63-66 Hatton Garden,
Fifth Floor,

Telephone: +44 (0) 207 438 2069