MathuraNow (“we,” “us,” or “our”) respects the privacy of its readers and visitors. This Privacy Policy explains what information we collect, how we use it, and the choices available to you.
MathuraNow is owned and run by Himanshu Agarwal, Mathura, Uttar Pradesh. For the purposes of India’s Digital Personal Data Protection Act, 2023 (“DPDP Act”), we decide why and how the information described below is used.
Information We Collect
We may collect the following types of information:
- Automatically collected information: the pages you open, how long you stay, the website you came from, your browser, device and operating system, your approximate location (town or region, worked out from your IP address) and how you move around the site (clicks, scrolls and taps). This is collected through cookies and similar tools from Google Analytics, Microsoft Clarity and Google AdSense (see below).
- Information you provide directly: if you contact us by email, WhatsApp, or a contact form, submit a comment, or create an account, we may collect your name, email address, and the content of your message.
- Messages you type into the AI chat: if you use the “Ask AI” chat on the site, the text of your questions and the answers are collected and processed by Microsoft (see “AI Chat” below).
Cookies and Advertising
MathuraNow uses cookies to operate this website and to display advertisements through Google AdSense.
- Google, as a third-party vendor, uses cookies (including the DoubleClick cookie) to serve ads on this site based on your prior visits to this website and other websites on the Internet.
- Google’s use of advertising cookies enables it and its partners to serve ads to you based on your visit to MathuraNow and/or other sites.
- You may opt out of personalized advertising by visiting Google Ads Settings or, for third-party vendors generally, www.aboutads.info.
- Most browsers also let you disable or delete cookies through their own settings.
The main cookies you may see are listed below.
| Cookie (examples) | Who sets it | What it is for | How long |
|---|---|---|---|
_ga, _ga_* | Google Analytics | counts visits and shows which pages are read | up to 2 years (about 400 days) |
_clck, _clsk, CLID, MUID, SM, MR, ANONCHK | Microsoft Clarity (and Microsoft / Bing) | tells visits apart, links page views into one session, session replays and heatmaps | from 1 day to about 13 months |
IDE and similar | Google AdSense / DoubleClick | shows and measures ads | up to about 13 months |
g_state | Google Sign-In | remembers the Sign-in prompt choice | 6 months |
__cf_bm | OneSignal (push notifications) | protects the notification service from bots | 30 minutes |
Cookie names and lifetimes were read from a clean browser visit on 7 October 2026 and can change when the providers update their tools.
Third-Party Services
We use the following outside services. Each one receives some information from your browser when you visit and has its own privacy policy. We do not control what they do with it.
| Service | What for | What it may receive | Their policy |
|---|---|---|---|
| Google Analytics 4 | counting visits, reading statistics | page views, approximate location, device and browser | policies.google.com/privacy |
| Microsoft Clarity | understanding how readers use the site; improving pages | clicks, scrolls, session recordings, heatmaps, device, browser, approximate location | privacy.microsoft.com/privacystatement |
| Microsoft AI chat (“Ask AI”) | answering questions on the site | the messages you type | privacy.microsoft.com/privacystatement |
| Google AdSense / DoubleClick | showing and measuring ads | cookies, ad interactions, IP address | policies.google.com/technologies/ads |
| Google Fonts | loading the site’s text fonts | your IP address and browser details | policies.google.com/privacy |
| Google Sign-In | optional login with a Google account | the account details you allow | policies.google.com/privacy |
| OneSignal | optional push notifications | a device token, browser type, the topics you choose | onesignal.com/privacy_policy |
| YouTube and X (Twitter) embeds | videos and posts shown inside some articles | cookies and your IP address once you play or open an embed | policies.google.com/privacy; x.com/en/privacy |
| TranslatePress / Google Translate | the Hindi edition (machine translation) | the text of the page being translated, not personal data | policies.google.com/privacy |
Microsoft Clarity
What it is. MathuraNow uses Microsoft Clarity, a free analytics tool from Microsoft, to see how readers use the site so we can fix confusing pages and make the site easier to read.
What it collects. Clarity records how you use a page: where you click, tap and scroll, how you move the pointer, the pages you visit and in what order, and technical details such as your device type, screen size, browser, operating system, language and approximate location (town or region from your IP address). It can also create session recordings, which are replays of a visit, and heatmaps, which show where readers click and scroll. Clarity is set to hide sensitive fields such as passwords, email addresses and numbers from recordings.
Cookies. Clarity sets cookies on your browser (named _clck and _clsk on our domain, and others from clarity.ms and Microsoft) to tell one visit from another and to link your page views into a single session.
Who processes it. Microsoft processes this data for us on its servers. The data may be stored and processed outside India. Microsoft’s own use of it is described in the Microsoft Privacy Statement and in the Clarity terms.
Why we use it. Only to understand and improve the site. We do not use Clarity to identify you, and we do not sell this data.
How long. Data is kept according to Microsoft Clarity’s retention rules (session recordings for about 30 days; aggregated reports for up to about 13 months). See the Microsoft Clarity documentation.
How to opt out. You can block or delete cookies in your browser settings, or use a browser or extension that blocks trackers. You can also manage Microsoft’s use of data through your Microsoft privacy settings. If you write to our Grievance Officer (below), we will tell you how to opt out of tracking further.
AI Chat (Ask AI)
Some pages show an “Ask AI” chat button. It is provided through Microsoft Clarity and answers are produced by Microsoft’s AI technology. Please note:
- Your messages go to Microsoft. What you type is sent to and processed by Microsoft, which also keeps a record of the conversation. Please do not type personal or sensitive information into the chat (for example your phone number, address, Aadhaar or bank details, health details or passwords).
- Answers can be wrong. AI answers may be inaccurate, out of date or incomplete. They are not MathuraNow journalism and are not written, checked or approved by our editors. For news, rely on our published articles and verify anything important with an official source.
- Not advice. The chat does not give legal, medical, financial or other professional advice.
- Your choice. You do not have to use the chat to read the site.
How Microsoft handles chat data is described in the Microsoft Privacy Statement.
Push Notifications
If you choose “Allow” on our notification prompt, OneSignal stores a device token, your browser type and the topics you pick so that we can send you news alerts. You can switch notifications off at any time in your browser’s site settings.
Your Account and the Daily Email
- When you sign in with Google, we receive your name, email address and profile photo.
- Signing in makes you a subscriber of our daily email.
- Subscribers get one daily email at about 8 AM IST with the last 24 hours’ news.
- Every email has an unsubscribe link, so you can stop the emails at any time.
- To delete your account, write to the Grievance Officer (see “Contact Us” below).
How We Use Information
We use the information we collect to operate and improve MathuraNow, respond to your messages, moderate comments, and — where you have not opted out — to support advertising that keeps this site free to read. MathuraNow does not sell personal information to third parties.
We use the data collected through analytics tools only for the purposes named in this policy: to run the site, to understand how it is used, to improve it, to show ads, and to answer your messages.
Your Choices
- Cookies and tracking: use your browser settings to block or delete cookies, or use a tracker-blocking browser or extension.
- Ads: opt out of personalised ads at Google Ads Settings or www.aboutads.info.
- Microsoft: manage Microsoft’s use of data in your Microsoft privacy settings.
- Push notifications: turn them off in your browser’s site settings.
- Daily email: use the unsubscribe link in any email.
- Google Sign-In: remove MathuraNow from your Google account’s “Third-party apps and services”.
- Ask us: you can write to us at any time to see, correct or delete the information we hold about you (see “Your Rights” below).
Your Rights Under India’s DPDP Act, 2023
We handle your personal data under India’s Digital Personal Data Protection Act, 2023.
- Notice and purpose. This policy is our notice. We collect and use personal data only for the purposes above (running the site, understanding and improving it, showing ads, answering your messages, sending notifications and emails you asked for).
- Consent. Where we need your consent (for example for notifications or for an account), we ask for it and you can withdraw it at any time. Withdrawing does not affect what was done before.
- Your rights. You can ask us for a summary of the personal data we hold and how it is used, ask us to correct or complete it, ask us to erase it, and ask for help with a grievance. You may also nominate another person to exercise these rights if you die or cannot act.
- How to use them. Email the Grievance Officer (below) from the address you used with us. We acknowledge every request within 24 hours and aim to resolve it within 15 days.
- If you are not satisfied you may complain to the Data Protection Board of India once it is operating, after first writing to us.
- Data we keep. Account data is kept until you ask us to delete your account. You can unsubscribe from the daily email at any time. Comments stay as long as they are published on the site.
Children’s Privacy
MathuraNow is a general-audience news website and is not directed at children. We do not knowingly collect personal data of anyone under 18 without a parent or guardian’s consent.
Data Security
We take reasonable measures to protect the information we hold, but no method of transmission or storage over the Internet is completely secure, and we cannot guarantee absolute security.
Changes to This Policy
We may update this Privacy Policy from time to time. Changes will be posted on this page with an updated “Last Updated” date.
Contact Us
Grievance Officer: Himanshu Agarwal, Owner / Founder, MathuraNow, Mathura, Uttar Pradesh – 281004, India.
Email: editor@mathuranow.in
For any privacy question, request or complaint, write to the Grievance Officer. We acknowledge within 24 hours and aim to resolve within 15 days. Our full grievance process is on the Grievance Redressal page.
Last Updated: October 2026