Last updated: 6 October 2026.
The short version: we set no cookies of our own; analytics (Google Analytics) is enabled only with your consent. Our own ad placements set no cookies, open no third-party connection and are chosen by the page rather than by the reader (point 4.1); on article pages we also show partner advertising, which may set its own cookies (point 4.2), and the Portal may also show Google ads, for whose personalised version we ask your consent (point 4.3). We do not build user profiles and we sell no data. Below is the detail of what we process and why.
1. Data controller
The controller is LumiVerse d.o.o., Markuševečka cesta 20C, Zagreb, OIB 88595646800 — the publisher of the Portal (see the imprint). Privacy inquiries: info@lumiverse.hr.
2. Cookies and consent
For ordinary reading of the Portal we set no cookies of our own and no similar tracking technologies. Analytics cookies (Google Analytics) are set only with your explicit consent: on your first visit we show a consent bar, and until you choose "Prihvaćam" (I accept) no analytics cookie is set and no data is sent to Google. Our partner's ad scripts (Linker, point 4.2) load on article pages independently of that consent. For Google ads (point 4.3) we ask for consent separately, in a privacy notice shown before those ads load. You can control and delete cookies in your browser. The editorial admin interface stores an editor's sign-in.
3. Visit statistics
We use our own anonymous statistics that work without cookies: we record only the total number of visits to a given page per day, with no IP addresses and no device identifiers — those visits cannot be linked to a person.
With your consent (see point 2) we additionally use Google Analytics 4 from Google Ireland Ltd. to measure traffic. In that case Google sets cookies and processes usage data (with IP anonymisation), possibly outside the EU. We load analytics in Consent Mode with storage denied in advance, so nothing is collected until you give consent. More at policies.google.com/privacy.
4. Advertising
The Portal is funded by advertising. Advertisements come from separate systems that behave quite differently: our own (point 4.1), an external partner on article pages (point 4.2) and Google AdSense (point 4.3).
4.1. Our own ad system
The placements we sell and serve ourselves — banners labelled "OGLAS", sponsored content labelled "SPONZORIRANI SADRŽAJ", and our own promotions labelled "MOJ KRAJ." — open no third-party connection whatsoever. Ad images are served from our own domain, and the ad HTML is embedded in the page and passed through a filter that allows no external scripts, frames, tracking pixels, or images from other servers. Opening a page with such an advertisement opens no connection your browser did not already have.
Which advertisement appears is decided by the page, not by the reader. The choice is based on properties of the page itself: its section, its language, the place the article is about, the article's tags, the headline, and the position on the page. Two small details of the display are decided by your browser and never leave it: the screen width (so that an ad made for a phone does not end up on a desktop) and an anonymous counter in local storage (so that the same ad does not repeat more often than agreed). Neither is sent to us nor stored anywhere. There is no advertising cookie, no device identifier and no reader profile, and the "lokalno" cookie (your choice of place in the header) is deliberately not used to choose advertisements. That is not an option we are keeping for later — it is how the system was designed.
What we count. Per ad creative and per day we record how many times it was shown, how many times it was genuinely viewable (at least half its area for at least one second) and how many times it was clicked. For ads bought by place we also record which place it appeared on — that is information about the page, not about the reader. Clicks are additionally logged individually (time, ad placement and the path of the page the click came from, without the part of the address after the question mark), so that the number can be verified if an advertiser disputes it.
What we do not count. Who saw the advertisement. Those records contain no IP address, no cookie and no device or person identifier, so two impressions to the same reader are indistinguishable from impressions to two people. The IP address is used only momentarily, in server memory, to rate-limit requests, and is written nowhere.
What stays in your browser. Two items, both first-party, both cookie-free, and neither is sent anywhere:
— localStorage, key mk_fc: how many times you have met a given ad campaign today, with the date, so that you do not see the same advertisement too many times in a day. Entries for previous days delete themselves on the first read of a new day.
— sessionStorage, key mk_anchor: whether you closed the bottom ad bar on a phone. It disappears when you close the browser tab.
A random page-view identifier travels with each impression, created in the browser each time a page is opened. It serves only to stop two notifications from the same page being counted twice; it is not written to the database, and it lives in server memory for at most half an hour.
The advertisement label is applied by the Portal, not by the advertiser: it is part of the placement frame and the advertisement itself can neither remove nor hide it.
4.2. External advertising partner
Alongside our own placements, advertisements on article pages are also served by our partner Linker Media d.o.o., Makančeva 18, 10000 Zagreb. Their ad scripts load when an article is opened and, unlike our own placements, they are a third-party request.
The partner and its advertising intermediaries may in that case set cookies and process browsing data in order to display and measure advertisements. We do not access that data and do not link it to data from our own statistics. You can block or delete those cookies in your browser settings.
4.3. Google AdSense
The Portal may also show advertisements from Google AdSense, a service of Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland. Like the partner advertising in point 4.2, these ads load from Google's servers and are a third-party request. Google and its advertising partners may use cookies and similar identifiers to show and measure ads, to prevent fraud and — only with your consent — to show ads tailored to your interests.
You give or refuse consent in a privacy notice we show before Google ads load; the notice comes from Google's consent management platform, certified under the IAB Transparency and Consent Framework (TCF). If you do not consent, you may see ads that are not tailored to you. Google may process data outside the European Economic Area. How Google uses data from sites that use its services is described at policies.google.com/technologies/partner-sites, and you can manage ad personalisation at myadcenter.google.com. We do not access that data and do not link it to data from our own statistics. We publish the list of sellers authorised to sell our ad space in our ads.txt file.
5. Server logs
The server infrastructure may briefly record technical logs (for example the time of a request and the response status) needed for security and fault diagnosis. The logs are not used for profiling and are deleted regularly.
6. E-mail communication
If you contact us by e-mail (corrections, inquiries, advertising), we process your address and the content of your message solely in order to reply. We keep messages for as long as is needed to resolve the inquiry.
7. Your rights
Under the General Data Protection Regulation (GDPR) you have the right of access, rectification, erasure and objection. Since we keep essentially no personal data about visitors, those rights most often concern e-mail communication. You may also lodge a complaint with the Croatian Personal Data Protection Agency (AZOP).
8. Changes
We publish changes to this policy on this page with an updated date. Which tools on the Portal ask for your consent, and which load without it, is set out in points 2 and 4.