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Cadent works with “demand-side” and “supply side” clients and data partners. In other words, we work with brands and advertising agencies that are interested in buying ads on properties, such as websites, apps, OTT/CTV devices (e.g., streaming devices, “Smart TVs”), and linear TV, the partners (e.g., vMVPDs) that provide the ad space on such properties (also known as advertising “inventory”), and related adtech companies like ad servers, sell-side and demand-side platforms, and exchanges. We also work with data providers that disclose user segments and other information to us to help target an audience with ads or measure the effectiveness of such ads.These ads are typically targeted based on inferred interests or preferences as associated with a user device identifier 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). 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 comprises 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 channels, including web, mobile, and OTT/CTV. We reach these consumers primarily through their device IDs 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, analyze trends and create reports about how users react to such ads, and generally optimize the Platform. Our uses include the following:
More about “segments”: We make certain inferences about you 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 (which may also contain racial/ethnic origin-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 all U.S. residents only (as our data is tied to U.S. devices and households). However, subject to applicable law, we may limit or otherwise qualify how and to what extent we provide certain rights depending on the state of the U.S. resident in our discretion (e.g., reasonable fees that may be charged in the case of repeat requests within a twelve (12) month period, exceptions where consent may not be required, methods for submitting requests) and reserve the right to make further limitations or qualifications.
Right of Access
You may request access to the personal information that we have collected and maintained about you on a device-by-device basis.For purposes of the California Consumer Privacy Act (CCPA), for the personal information we collect from users 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. The personal information described in such sections generally correspond to the following categories of personal information under the CCPA: Identifiers, commercial information, internet or other electronic network activity, geolocation data, electronic, visual, or similar information, inferences, and “sensitive” personal information.
Right to Correction
You have the right to request that any inaccuracies in your personal information be corrected, taking into account the nature of the personal data and the purposes of processing your personal information.
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. Note that the deletion of your personal information may be subject to certain exceptions (e.g., required for legal purposes, may infringe our or a third party’s rights, have legitimate business reasons to keep, an exception set forth under applicable U.S. state privacy laws).
Right to Opt-Out of “Sales,” “Shares,” “Targeted Advertising,” and Processing of “Sensitive” Personal Information
Certain U.S. state privacy laws provide a right to opt-out of “sales,” “shares,” “targeted advertising,” and certain processing of “sensitive” personal information. Though the scope of these rights differs slightly depending on the state privacy law, you can exercise these rights collectively for your convenience as set forth under Exercising Your Rights below.
Note that, after opting out, we may still be able to process your “sensitive personal information” for reserved purposes as provided under applicable law and may still disclose personal information to recipients where we have appropriately limited their use of your personal information.
We do not have actual knowledge of “selling” or “sharing” any personal information of anyone under sixteen (16) years of age.
Exercising Your Rights
As a U.S. resident, to make requests for access or deletion, as such rights are described above, please submit a request to us by either:
For “correction” requests, please email a request to us at [email protected].
For opt-out of “sales”/“shares,” “targeted advertising,” and certain processing of your “sensitive personal information” (as these rights are further described above), please use the “Your Privacy Choices” link in this website’s footer or, under the CCPA only, send us an email at [email protected] requesting these opt-out rights.
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.
Verifying and Resolving Your Request
For Access, Correction, 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 Opting Out of “Sales”/“Shares,” “Targeted Advertising,” and Certain Processing of “Sensitive” Personal Information: You must provide your household address, after which we will opt-out that household accordingly. You do not need to provide an associated device ID for these requests.
For any of the requests set forth above (e.g., access, correction, deletion, opt-out requests), we reserve the right to require additional proof of your identity and residency as permitted by applicable law, or to reject requests that we reasonably believe are fraudulent or otherwise invalid (e.g., where you have submitted a household address or device identifier that does not belong to you or otherwise are not permitted to make such a request). 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: Under California, Connecticut, and Colorado’s respective state privacy laws only, you may also designate an agent to make requests to exercise your rights described above (for Connecticut, authorized agents may only make requests in relation to the opt-out 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 as permitted under applicable law. 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.
Non-Discrimination and Appeals: You have the right to not receive discriminatory treatment for exercising the rights set forth above.
In the event we decline to take action on a request exercising one of your rights set forth above, you may have the right to appeal our decision under Colorado, Connecticut, and Virginia’s respective state privacy laws only.
We do not knowingly collect personal information from those under sixteen (16) years of age via our Platform.