Published, December 16, 2025
For the GDPR conformity of its retail media analytics software, Advertima has had itself certified by an independent data-protection company.
The analytics specialist Advertima has had its software certified as GDPR-compliant. The certificate was issued by the data-protection expert Keyed.
“This is an important step for us and at the same time a confirmation of the data-protection strategy that we have implemented in our software,” explains Iman Nahvi, CEO of Advertima. “In the past, we received many questions about data protection. The seal of approval is confirmation that we take the issue seriously and have documented it thoroughly,” Nahvi concludes.
The basis for the certificate was a comprehensive analysis of the software design, the existing documentation, as well as the training materials. The certificate is valid for the EU area and must be renewed annually. The documentation is stored with the certificate provider and can be accessed easily during tender procedures. “In addition, the company bears liability and assumes the insurance risk, which represents an additional benefit for us,” comments Iman Nahvi.
“Privacy by Design”
According to its own statements, Advertima develops its technology in compliance with the privacy-by-design principle. Several core conditions must be fulfilled for this: no biometric interpretation, no image/video storage, processing on the device, anonymous output, and aggregated target-group signals.
Advertima emphasizes that in its enterprise software, the ability of the technology to store images is deactivated, because images with people are considered personal data (PII) and may not be stored. The company meets the legal requirements by extracting anonymized metadata from the images directly on its edge AI player in the store. Afterwards, the images are immediately and irreversibly deleted. All of this happens within 70 to 100 milliseconds.
“We concluded in our analysis that Advertima’s software even goes beyond the requirements of the GDPR regulation,” comments Nils Möllers, Managing Director of Keyed, on the certification process.
