Privacy Policy – Magpie

Version 1.1 | Last updated: 29 December 2025

These terms apply from the date shown above.

Magpie is operated by NICE-AV LTD ("we", "us", "our"). We are committed to protecting your privacy and handling personal data responsibly.

Who we are

NICE-AV LTD
Company number: 16174933
Registered office: 71–75 Shelton Street, Covent Garden, London, WC2H 9JQ, United Kingdom

What data we collect

Magpie is a B2B monitoring and diagnostics platform. Depending on how customers configure the service, we may process the following data:

• Account information (names, email addresses of authorised users)
• Device identifiers and device names
• Device IP addresses
• Device locations (such as site or location names defined by the customer)
• Operational logs and diagnostic data
• Screenshots or visual captures of monitored displays
• Usage and platform analytics data

We do not intentionally collect special category personal data.

How we use data

We process data to:

• Provide and operate the Magpie service
• Monitor device health and availability
• Generate alerts and notifications
• Provide customer support
• Maintain platform security and reliability
• Manage billing and account administration

Our role under data protection law

In most cases, NICE-AV LTD acts as a data processor on behalf of its customers.

We act as a data controller for limited data relating to accounts, billing, and platform administration.

Customers determine what devices, content, and data are monitored using the service.

Legal basis for processing

Processing is carried out on the basis of:

• Performance of a contract
• Legitimate interests in operating and securing the service
• Compliance with legal obligations where applicable

Data retention

Monitoring data is retained according to configurable policies. Default retention periods are:

• Screenshots: 7 days
• Device logs: 30 days
• Audit logs: 90 days

These defaults may be adjusted by agreement with NICE-AV LTD. Account and billing data is retained as required for legal and accounting purposes.

Data sharing

We may use trusted third-party service providers (subprocessors) to operate the platform, such as hosting or email services. These providers only process data under our instructions. For more information, see our Subprocessors page.

Cookies

Magpie uses essential cookies and similar technologies for authentication, session management, and security purposes. These are necessary for the platform to function correctly and cannot be disabled.

We do not use advertising, marketing, or third-party tracking cookies. If our use of cookies changes in the future, we will update this policy accordingly.

Security

We implement reasonable technical and organisational measures to protect data against unauthorised access, loss, or misuse.

At present, data is primarily processed within the United Kingdom. If data is transferred outside the UK in the future, appropriate safeguards will be applied in accordance with applicable data protection laws.

Your rights

Where applicable, individuals have rights under UK data protection law, including the right to access, correct, or delete personal data. Requests should be directed to the customer who controls the data, or to us where we act as controller.

Data export

Customers may request an export of their data by emailing callum@niceav.co.uk. Requests will be processed within 30 days.

Account deletion

Customers may request deletion of their account and associated data by emailing callum@niceav.co.uk. Upon receiving a valid deletion request, tenant data will be archived and retained for 90 days before permanent deletion. This retention period allows for recovery in case of accidental requests and supports compliance and audit requirements.

Contact

For privacy-related questions, contact:
callum@niceav.co.uk

This Privacy Policy may be updated from time to time.