Privacy Policy

Last updated: September 10, 2026

This Privacy Policy explains how Lyda LLC ("we," "us," or "our") handles information when you visit marklyda.com (the "Site"). This is a personal website operated from Colorado. We aim to collect as little as possible about you.

Information We Collect

We collect two kinds of information:

• Analytics data (automatically). We use Google Analytics 4 (GA4) to understand how visitors use the Site. GA4 uses cookies and similar technologies to collect information such as your device type, browser, approximate location (derived from a truncated IP address), pages viewed, links clicked, and how you arrived at the Site. This data is aggregated and is not used to personally identify you.
• Email address (only if you choose to give it). If you subscribe to our newsletter, that signup is handled by Substack. Your email address is collected and stored by Substack, not by this Site. We can see and email our subscriber list through Substack, but the underlying data lives with Substack and is governed by Substack's Privacy Policy ↗.

We do not knowingly collect any other personal information through this Site, and we do not ask you to create an account here.

How We Use Information

• To measure and improve the Site's content and performance.
• To send newsletter updates and commentary to people who subscribe.
• To comply with legal obligations and protect our rights.

Cookies

The Site uses cookies set by Google Analytics. You can block or delete cookies in your browser settings, and you can opt out of Google Analytics across all sites by installing the Google Analytics Opt-out Browser Add-on ↗.

Third-Party Services and Links

The Site links to and relies on third-party services, each with its own privacy practices. When you interact with them, their policies apply, not ours:

• Google Analytics — see Google's Privacy Policy ↗.
• Substack (newsletter signups) — see Substack's Privacy Policy ↗.
• Fourthwall (merch shop) — purchases and any information you provide there are handled by Fourthwall.
• Amazon (hardcopy purchases) — handled entirely by Amazon.

We are not responsible for the privacy practices of these or any other third-party sites.

How We Share Information

We do not sell your personal information, and we do not share it for cross-context behavioral (targeted) advertising. We use the third-party service providers listed above to operate the Site, and we may disclose information if required by law.

Your Colorado Privacy Rights

Colorado residents have rights under the Colorado Privacy Act (CPA), including the right to:

• Access the personal data we hold about you;
• Correct inaccurate personal data;
• Delete personal data;
• Obtain a portable copy of your data; and
• Opt out of the sale of personal data and of targeted advertising (note: we do not sell data or use it for targeted advertising).

Because newsletter subscriber data is stored by Substack, some requests may be fulfilled through Substack. To exercise any of these rights, contact us using the details below, and we will respond as required by law. You may also appeal a decision by replying to our response.

Data Retention

Analytics data is retained according to our Google Analytics settings. Newsletter data is retained by Substack for as long as you remain subscribed; you can unsubscribe at any time using the link in any email.

Children's Privacy

The Site is not directed to children under 13, and we do not knowingly collect personal information from them.

Changes to This Policy

We may update this Privacy Policy from time to time. When we do, we will revise the "Last updated" date above.

Contact Us

Questions or privacy requests? Email mark@lydagroup.com.