Privacy Policy

Privacy Policy

Shu runs on curiosity and straight talk. This policy tells you exactly what data we collect, why we collect it, and what you can do about it. No padding.

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What We Collect

We collect two kinds of information.

What you give us directly:

  • Your name and email address if you contact us or sign up for anything
  • Any message content you send us

What we collect automatically when you visit:

  • IP address
  • Device type, operating system, and browser
  • Pages you view, links you click, time spent on pages
  • Referring URL (where you came from before landing here)
  • General geographic location derived from your IP

We collect the automatic stuff through our own systems and through third-party tools — more on those below.

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Cookies & Similar Tech

We use cookies and similar tracking technologies. Here is what kind, and why.

Strictly necessary cookies keep the site functioning — things like security tokens and session state. You cannot opt out of these without breaking the site.

Analytics cookies help us understand how people use the site: which articles get read, where readers drop off, what works. This data is aggregated and used to make editorial decisions.

Advertising cookies are set by our ad partners to serve ads, measure their performance, and build audience segments for interest-based (personalized) advertising. These are not ours to control directly — they belong to the ad networks and technology vendors we work with. You have meaningful options to limit them (see below).

You can manage cookie preferences through your browser settings. Most browsers let you block or delete cookies; doing so may affect site functionality and will not stop all ad tracking unless you use additional tools.

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Advertising & Third Parties

Shu is supported by advertising. That is how we keep the lights on and the writing free to read.

We work with third-party ad partners — including ad networks, supply-side platforms (SSPs), and measurement vendors — who deliver ads on our pages. These partners may:

  • Set their own cookies or use device identifiers and browser fingerprinting
  • Collect data about your browsing behavior across sites over time
  • Use that data to serve you interest-based (personalized) ads
  • Share data within their own networks for measurement and attribution

Under US state privacy laws (including CCPA/CPRA), some of this activity qualifies as a "sale" or "sharing" of personal information — even when no money changes hands between us and the partner. We want to be direct about that.

Your opt-out options:

  • Browser controls: Block third-party cookies in your browser settings.
  • Global Privacy Control (GPC): Enable GPC in a supported browser or extension. We honor GPC signals as an opt-out of sale/sharing of your personal information.
  • Industry opt-out tools: Visit the Digital Advertising Alliance opt-out page (optout.aboutads.info) or the Network Advertising Initiative opt-out page (optout.networkadvertising.org) to manage interest-based advertising preferences across participating networks.
  • Email us: Send a request to hello@shubrand.com and we will assist.

These tools reduce personalized advertising but do not eliminate all ads — you will still see ads; they just may be less targeted.

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Your Rights & How to Use Them

If you are in the EEA or UK (GDPR):

You have the right to access your personal data, correct it, delete it, restrict or object to its processing, and to data portability. Where we rely on consent as a legal basis, you can withdraw that consent at any time. You also have the right to lodge a complaint with your local supervisory authority.

If you are in California or another US state with a privacy law (CCPA/CPRA and equivalents):

You have the right to know what personal information we collect and how we use it, to delete your personal information, to correct inaccurate information, to opt out of the sale or sharing of your personal information for targeted advertising, and to non-discrimination for exercising any of these rights.

To exercise any of these rights, email hello@shubrand.com. Put "Privacy Request" in the subject line and tell us what you need. We will respond within the timeframes required by applicable law.

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Retention & Security

We keep personal data only as long as necessary for the purposes described here or as required by law. We use reasonable technical and organizational measures to protect your information. No system is impenetrable; we cannot guarantee absolute security, and we will not pretend otherwise.

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Children

Shu is a general-audience publication, is not directed to children under 13, and does not knowingly collect personal information from them.

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Changes to This Policy

If we make material changes, we will update the date below and post the revised policy here. Continued use of the site after changes means you have seen the updated terms.

Last updated: July 2025