Privacy Policy

ID Ward was created to protect your privacy so it is really important that you understand what data it collects, how it collects it, why it collects and how it protects your privacy. ID Ward was created and is managed by ID Ward Ltd (also referred to as “we” or “us” in this document), a Limited Company based in the United Kingdom (for more information see Contacts section below).

We know you are busy so we kept this Privacy Policy as short and easy-to-read as possible. Please read the Privacy Policy carefully to learn how your Privacy is protected and why it is important.

  1. What is ID Ward?
  2. What does ID Ward’s Consent Manager do?
  3. What does ID Ward’s Data Account do?
  4. What personal information does ID Ward collect?
  5. How does ID Ward use your personal information?
  6. Does ID Ward share my personal information with third parties?
  7. How does ID Ward protect your personal information?
  8. Changes to the Privacy Policy
  9. Contacts

1.What is ID Ward?

ID Ward is a Consent Management and a personal Data Account that gives you control over your online privacy. When you sign into a website or app that has the ID Ward CMP, you create an ID Ward’s Data Account which collects and stores the data you generate on these sites.

2. What does ID Ward’s Consent Manager do?

ID Ward’s Consent Manager collects your consent for your data to be tracked by a website’s “vendors”, or the companies that track user data. For each vendor, ID Ward shows what type of data they are collecting and what for what purpose. It lets you decide your privacy settings: which types of information can be collected, the means through which it is collected,how it can be used (i.e. what purposes are allowed) and what individual vendors are allowed to operate.

This level of information is required by the General Data Protection Regulation, the California Consumer Protection Act and other privacy regulations around the globe.

You can change your privacy settings at any time for all the websites you visited that have the ID Ward Consent Manager.

3. What does ID Ward’s Data Account do?

Your ID Ward data account stores your personal information, encrypts it so it remains secure and gives you control over the way the data is used. From your data account you can change your Privacy settings on all sites you visited that use ID Ward’s Consent Manager.

The My data tab on your ID Ward personal account lets you view, edit and delete your personal information. When you click on Delete my data, we will delete all of your data within 48 hours and no backup copy will be maintained on our servers. You will not be able to recover the deleted information if you change your mind.

4. What personal information does ID Ward collect?

When using ID Ward, you consent to the collection, transfer, storage, disclosure, and use of your personal information as described in this Privacy Policy, subject to your Privacy Settings you choose in the ID Ward Consent Manager. This includes any information you choose to provide that is deemed sensitive under applicable law.

Information collected on this site

This website uses Google Analytics, a web analytics service provided by Google Inc. (“Google”). Google Analytics uses so-called “cookies”, text files that are stored on your computer and that allow an analysis of the use of the website by you. The information generated by the cookie about your use of this website is usually transmitted to a Google server in the USA and stored there. However, in the event of the activation of IP anonymisation on this website, your IP address will be shortened beforehand by Google within member states of the European Union or in other contracting states of the Agreement on the European Economic Area.

The IP address submitted by your browser through Google Analytics will not be merged with other data provided by Google.

You can prevent the storage of cookies by a corresponding setting of your browser software; however, please note that if you do this, you may not be able to use all the features of this website to the fullest extent possible. You may also prevent the collection by Google of the data generated by the cookie and related to your use of the website (including your IP address) as well as the processing of this data by Google by using the browser plug-in available for download and installation under the following link:

We use Google Analytics to analyse and regularly improve the use of our website. With the statistics obtained we can improve our offer and make it more interesting for you as a user. We also use Google Analytics for cross-device analysis of visitor traffic conducted through a user ID. You can disable the cross-device analysis of your usage under “My Data”, “Personal Information” in your customer account.

Information collected on partner sites

ID Ward is one of the ‘vendors’ that collect personal information on the partner sites, that is, the sites that have installed ID Ward’s Consent Manager. At each stage, the type of information collected, the means through which it is collected and the purpose of the collection are different.

What data we collect

How we collect it

Why we collect it

Data collected when you Verify your account

Email address

User input

Your email address is the user ID that we use to know who is using ID Ward and to communicate with you, for instance to let you reset your password or to inform you that our Privacy Policy has changed.


User input

We store your encrypted password (known as password hash) to let you sign in. We do not have access to your password.


Social login

We store your name as passed on by the social login provider (e.g. Google).

Legal age

Social login

We lean if you are above or below 18 years of age for legal purposes, such as helping partners determine whether or not you can have access to age-restricted content.

Data collected when you access a site/app part via ID Ward 

Privacy settings

User input

We record your privacy settings for each website or app you visit, so that you don’t have to set it up every time you visit the site/app. This means that we maintain a list of all the sites you visited that are part of ID Ward and record your preferences for each site 

Data collected when you select ‘Anonymous’

Saved stories

User input

When you click on Saved stories we store the link to the webpage you saved so that you can see it later. You can ‘unsave’ the story at any moment.

Data collected when you select ‘Full Access’

IP address


We collect the Internet Protocol (IP) address of the device that is being used to view the page in order to know your generic location.



The IP address tells us what city and what country you are connecting from (but not the exact address!). This can be used, for instance, to recommend stories that are relevant to the location you are in. 

Page URL


We collect the web address (URL) of the web/app page you are viewing in order to understand what stories you are interested in.

Date and time of a page visit


We collect the date you visited a page in order to recommend the right content on the right day of the week at the right time of the day. We also do this to monitor usage at different times, estimate peak demand and maintain good service performance.

Time spent on a page


We collect the time spent on a page to understand whether you read/watched its content and, by extension, whether you found the content interesting.



We collect data on what proportion of a page you viewed (scroll position) to understand whether you read/watched its content and, by extension, whether you found the content interesting.

Device data


We collect the following information about your device: device type and model, screen resolution, operating system, type and version of the internet browser. This helps understand whether you prefer reading/watching different content on different devices and tailor recommendations accordingly.

Data collected about the pages you visit

Domain name 

Natural language processing (NLP)

For each page you visit we extract the name of the source (domain) that has published it.



The text on each page is analysed to identify the main topic or topics of the stories you read/watched. This is important to understand what topics are more interesting to you.

Content category


Based on the topics extracted from the text, we then assign the page to a category of content – such as sport or politics. This is important to understand what cateogries of content you find most interesting.



The main entities discussed in the text are extracted and saved in order to better understand the content. Entities include recognizable names of people, places, events and so forth. 



We analyse the text to understand whether the entities mentioned in the page are covered in a positive, neutral or negative way. This is also important to understand whether you react with or less interest to stories that have a certain sentiment attached to it, and recommend appropriate stories to you.

5. How does ID Ward use your personal information?

When you allow ID Ward’s to collect your data, you give ID Ward (see Does ID Ward share my personal data?) the right to process your personal information. This is right is reversible (you can always change your Privacy settings from the Consent Manager or from the Data Account) and limited to the provision of the following services:

  • Data displayed in the My activity tab on the ID Ward account page: the My activity tab shows a summary of all the interactions you have had with ID ward websites. It’s a useful too to understand how you spend your time, what sources and topics you are most interested in and much more. The My activity tab will show you data including a list of all the pages you visited, the average time spent per paged, the date and time of recent visits, most read topics, most read sources and so forth. The My activity tab will keep improving over time, showing you more interesting stats about your consumption patterns. It will give you a good idea of the data you allowed us to collect is used to understand your preferences.
  • Creation of ‘audience segments’: the data you allowed us to collect is used to predict what content you are likely to be interested to and suggest that content to you when you visit one of the ID Ward sites or apps. This is done by creating anonymised ‘audience segments’, or groups of anonymised users that share similar preferences.

6. Does ID Ward share my personal data?

We do not sell, trade, or otherwise transfer any personal data to third parties. Your data never leaves your data account.

7. How does ID Ward protect your personal information?

Your data is encrypted and protected within our servers. We currently store the data on Google Cloud and we use cutting-edge technology to protect your personal information. Should a data breach occur, we will notify you via email within 5 working days from becoming aware of the breach and we will take immediate action to recover and protect your personal information.

8. Changes to this Policy

This is ID Ward’s Privacy Policy v 2.0, effective from 1 September 2020.

We may revise this Privacy Policy from time to time. The most current version of the policy will govern our use of your information and will always be available at If we make a change to the Privacy Policy, we will notify you via email at the address you use to sign in. 

8. Contacts

If you have questions about this policy or simply want to know more about how we protect your data, email us at:

ID Ward Ltd is a company incorporated in England and Wales and with registered address at The Ingenuity Centre, Triumph Road, Nottingham, NG7 2TU, United Kingdom.

ID Ward is receiving funding from the European Commission.