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Cadent works with “demand-side” clients. In other words, we work with brands, advertising agencies, and data partners that are interested in buying and serving ads on publishers’ digital properties, such as websites, apps, and OTT/CTV devices (e.g., streaming devices, “Smart TVs”).
These ads are typically targeted based on inferred interests or preferences, either associated with a particular user device or at a household level (this includes “retargeting,” such as where a user views a certain item and then receives ads for that item on third-party digital properties), rather than directly identifying you by name, SSN or other government identifier, or similar information. However, in some cases, ads may be based on contextual information, such as the time of day, type of browser/device, or TV channel.
In order to understand whether the ad campaign was effective or not, our Platform provides “reporting” directly or allows the ability to use a third-party measurement partner, which, in either case, will include analytics on interactions with ads served, clicks, downloads, or other ad interactions.
To carry out the above, our Platform is comprised of different service offerings, each of which are interconnected. Primarily, this includes our:
In summary, through our Platform, we help our clients reach consumers with greater efficiency and relevance across various digital channels, including web, mobile, and OTT/CTV. We reach these consumers through their device IDs (which are pseudonymous; i.e., a randomized string of characters, rather than directly identifying you by name, government identifier, phone number, or similar information) as associated with their household.
We collect and use several types of information from you or from our data partners that help us (or our data partners) serve ads that are better tailored to your interests and to provide reporting and analytics services, such as inferring ads that performed better or worse based on user behavior. This information includes:
The above information is collected through various sources, including:
We use the information we collect to help clients and data partners better target ads to you or analyze trends and create reports about how users react to such ads. More specifically, our uses include:
More about “segments”: We make certain inferences about you (on the device level, rather than directly identifying you by name, government identifier, phone number, or similar information) or about your household generally, in either case, based on the information collected above.
For example, we may analyze information associated with your mobile device ID, such as what apps you’ve viewed, what ads you’ve seen and clicked on (and actions you’ve taken afterwards), and where you are located, to determine whether that device, along with other devices, share certain interests, traits, or other demographics. Where we have found these common interests, traits, or other demographics, we put those devices into “segments” (e.g., “interested in clothes,” “auto-intender,” “travel enthusiast”).
In many cases, we will look at these device-level characteristics to determine interests, traits, or demographics at the household level and roll those devices into these household-level segments (e.g., this household contains users interested in clothes, musical instruments, fashion, etc., or household race composition, income level, or education level).
We also receive segments from our data partners, including those of the nature described above and similar segments.
Our segments, along with segments from our data partners, are made available within our Platform for clients to use to improve the targeting of their ad campaigns. We also make available our own segments to other data partners, such as other DSPs or data management platforms (DMPs), for use by those partners’ clients.
Note: In some cases, we receive certain health-related segments from our data partners, some of which may be considered “sensitive” under certain regulatory frameworks. We also create and receive political interest-based segments. Please see a list of our health-related and political interest-based segments, which includes both our standard segments and a representative list of our custom segments relating thereto.
The information may be shared as follows:
Note: We provide the below rights to U.S. residents only, as our data is tied to U.S.households.
Right of Access
You may request access to the personal information that we have collected and maintained about you on a device-by-device level (along with information regarding its use and disclosure) within the preceding twelve (12) months upon appropriate verification.
For the personal information we collect from users generally within the preceding twelve (12) months, and the business and commercial purposes for use of this information (including related disclosures), please see the relevant sections above.
Right of Deletion
You have the right to request that we delete the personal information collected and maintained about you on a device-by-device basis, subject to certain exceptions (e.g., required for legal purposes, may infringe our or a third party’s rights, have compelling legitimate interests to keep, an exception set forth under applicable law, such as the California Consumer Privacy Act (CCPA)).
Once your request is verified and we have determined that we are required to delete that information in accordance with applicable law.
Right to Opt-Out of “Sales”
The CCPA provides a right to opt-out of any “sales” of personal information, though we apply this right to all U.S. residents, as mentioned above. “Sale” is defined broadly and includes any disclosures of personal information for monetary or other valuable consideration.
Taking this definition into account, our services include “selling” the following categories of information to clients or data partners for advertising-related purposes (such information being further described above): Device identifiers and associated ZIP+4/+11 and household IDs, along with the segments relating thereto. In other words, this opt-out is on the “household level.”
More information regarding the business and commercial purposes for use of this, and other, information is described above in the relevant sections above.
We do not have actual knowledge of “selling” any personal information of anyone under sixteen (16) years of age.
Exercising Your Rights
As a U.S. resident, to exercise the access, deletion, or “opt-out of sale” rights described above, please submit a request to us by either:
We do not use any information that you submit for your data rights request for any other purpose besides our verification and fraud prevention process and to otherwise resolve your request (described below).
A record of your request may be kept for legal compliance purposes. Note that you have a right to not receive discriminatory treatment for the exercise of your rights.
Verifying and Resolving Your Request
For Access and Deletion Requests: You must provide your household address and one or more device IDs that belong to you. To the extent we have associated a device ID with that household address, we will provide access or deletion rights in relation to each such associated device ID.
Note that device IDs include mobile advertising IDs (e.g., iOS IDFA, Android AAID), IP addresses, OTT/connected TV device IDs, gaming console IDs, etc. Please consult your device’s documentation for more information on how you may obtain such IDs.
For Opt-Out of “Sale” Requests: You must provide your household address, after which we will opt-out that entire household from “sales” accordingly. To be clear, you do not need to provide an associated device ID when opting-out of “sales.”
In either case of above, we reserve the right to require additional proof of your identity and residency, as permitted by applicable law. Further, we may withhold any information where we reasonably believe verification has not been achieved to a sufficient degree of reliability or that release of the information may pose too great a risk of security to the user to whom the data may pertain.
Authorized Agents (CCPA): Under the CCPA only, you may also designate an agent (registered with the California Secretary of State) to make requests to exercise your rights described above. We will take steps both to verify the identity of the person seeking to exercise their rights as listed above and to verify that the corresponding agent has been authorized to make a request on that person’s behalf, such as by providing us with a signed written authorization. Agents must provide information demonstrating that they have been duly authorized to our email address above before submitting any request to us.
Response Timing: We aim to resolve any request described herein in forty-five (45) days or less (unless otherwise required by applicable law), though we may extend for another forty-five (45) days when reasonably necessary and permitted under applicable law, in which case we will notify you. Please note that we may charge a reasonable fee or refuse to act on a request if such request is excessive, repetitive, or manifestly unfounded.
Cadent supports industry self-regulation and endorses best practices and self-regulatory requirements that apply to our Platform. Cadent participates in the Digital Advertising Alliance (DAA) Self-Regulatory Program and licenses the “AdChoices” advertising icon within ads that it serves through mobile and online channels. Learn more at http://www.aboutads.info.
You may opt-out of receiving targeted advertising from us across various channels via the below mechanisms. Please keep in mind that even after you opt-out, you may continue to receive ads but we will no longer tailor those ads based on your interests or activity.
Note: We provide the browser-based opt-out mechanism above and do not respond to web browser “Do Not Track” signals.
You can also control the use of third-party cookies at the individual browser level but, if you choose to disable cookies, it may limit your use of certain features or functions on our website or other websites. To manage Flash cookies, please click: http://www.macromedia.com/support/documentation/en/flashplayer/help/settings_manager07.html.
Note: Some opt-out mechanisms will use the HTML5 local storage of your device in order to save your choice preference. We may view the local storage of your device to determine what choices, if any, you may have made previously. If we recognize a choice preference within the local storage of your device, we will honor that request.
For more information, including device-specific instructions, please visit https://www.networkadvertising.org/internet-connected-tv-choices/.
We do not knowingly collect personal information from those under 16 years of age via our Platform. If we are made aware that we have received personal information from someone under 16, we will use reasonable efforts to remove that information from our records.
We have implemented security measures intended to protect the information in our care, both during transmission and once we receive it. This includes, but is not limited to, the use of firewalls and encryption. No method of transmission over the Internet, or method of electronic storage, is 100% secure, however. Therefore, while we use commercially acceptable means to protect your information, we cannot guarantee its absolute security.
Effective Date: July 27, 2021