We do not collect any personal data from individual Viewers to perform its services. Instead, we engage with Clients, Data Partners and Service Providers who collect data directly from Viewers and consumers, which is then used to build audiences as part of the Addressable TV Advertising process. We rely on Service Providers to help us deliver and target advertising to the audiences we identify on behalf of our Clients, in accordance with our instructions. We require all Clients, Data Partners, Video Distributors and other organizations that collect or process data used in connection with the Addressable TV Advertising process that we are involved in, to have a lawful basis for processing data, whether under a legitimate interest or by obtaining consent where required from data subjects, including Viewers. An example of a legitimate interest is a commercial public service broadcaster that provides its programming services for free is funded by the sale of advertising. They and any trusted third parties used by them, consequently have a legitimate interest in using information about its users to show such users adverts that they think such users will be interested in. For example, if you live in Leeds then you may be more likely to see an ad for an event in Yorkshire – and less likely to see an ad for an event in London.
We receive aggregate information about advertising campaign performance from our Service Providers so that we can analyze the effectiveness of advertisements and report back to our Clients. This campaign reporting information includes information about when an ad is delivered, whether it is viewed, and how many unique devices viewed the ad. We do not receive information about individual devices or Viewers, nor do we receive or build profiles of the viewing activities of any one device, household or individual. Our Service Providers disclose their data use and collection practices in their own privacy policies.
In addition, we may receive or facilitate the transfer of our Clients’ data about their customers or potential customers to our Service Providers, or to Data Partners that can help add insights or attributes to customer lists. Alternatively, our Clients may transfer this information to a third party Data Partner to do a “blind match” with other generally available demographic or other information, for the purpose of licensing or receiving additional data about their customers. This enriched data helps our Clients develop a better picture of the customers’ attributes and possible interests (for example, age, gender, income range, home ownership, demonstrated interest in purchasing an automobile), in order to present them with more relevant advertising.
We may also facilitate the transfer of lists of subscribers or customers from Addressable TV Platforms to Data Partners and Service Providers, so that Data Partners can add similar attributes to these subscriber lists. This helps us and our Service Providers create audience categories of Viewers who may be interested in and receptive to the advertising messages of our Clients.