Effective Date: 12/24/2019
NinthDecimal is a location-based marketing company that provides advertising, marketing, attribution, analytics and research services for publishers, advertisers, marketers and other partners. NinthDecimal collects device identified location data from users that have consented to share their location data with our mobile app partners, and we use location data points to help our customers better understand their customers and their prospects. NinthDecimal is a member of the NAI and adheres to the NAI Codes of Conduct. We also adhere to the Digital Advertising Alliance Codes as applicable to our business.
NinthDecimal knows you value your privacy and we pledge to protect it and adhere to legislative regulation and industry standards for Internet and mobile advertising.
How We Collect Information
Geo-Precise Location Information: NinthDecimal works with mobile apps that offer you choices about having your location data collected. If you agree to share your location when you use a mobile application, that information can be shared with NinthDecimal for incorporation into our Services. We collect this information from mobile applications that you have downloaded onto your device, and with whom we have a business relationship with the publisher of the mobile app (direct or indirect). We may collect this information when you receive an ad, when you are using the app, or in some cases, even when you are not actively using the app and we collect the information in the background. Note that how often we collect information is controlled by you in the Privacy Settings you have set for the app. If you agree to share your location with one of our mobile app partners, we collect and process information about you such as, but not limited to, advertising identifiers (such as IDFA and AAID), precise geo-location information, app information like app name or app ID, session information, operating system, IP address, and device model. We may receive this information either directly from an SDK (Software Development Kit) or from a “server to server” transfer between NinthDecimal and our third party mobile application partners.
Client Information: We may onboard additional information about you directly from clients into our data set to help those clients obtain additional insights about their customers and prospective customers. The type of information that we typically onboard directly from clients about you is historical sales transaction events and loyalty information.
Third Party Information: We also collect information about you from third party data providers. The data we collect from third party data providers is typically, but not limited to, an advertising identifier, a third party proprietary identifier, and an audience segment. An example of an audience segment is a third party associating your advertising identifier as “In-Market Appliance Shopper” or “Frozen Pizza Buyer”. We may also collect age, gender and race from app publishers where you share the data or from third party data providers. We may also receive aggregated from third party data providers who provide sales transaction attribution reports. The data we collect from third party data providers is typically collected via an offline server to server file between us and the third party.
Public Information: We also collect public census information about government defined geo-shapes such as state, county and zip code. The type of information we may associate to your device from the census is an age range, race or household income. For example, if we see your device often in a specific zip code, we may associate zip code level census information such as race or household income with your device.
Business Contact Information: If NinthDecimal has a business relationship with you or the company you work for and you are authorized to sign business agreements or are a billing contact, we also collect the information on contracts, bills or other official company documents you send us. We collect this information via email, contracts and other invoice materials that you send us.
When you visit our website, we do not link the information we store in cookies to any personal information you may submit through our website, www.ninthdecimal.com.
How We Use Information We Collect
NinthDecimal uses the collected information for advertising, marketing, attribution, analytics, and research services (the Services). Note that we only deliver NinthDecimal Services in formats that have been aggregated, anonymized, or rendered geo-imprecise. Here are some examples of our Services
- We may use the information to serve you tailored advertising.
- We may use the information to create behavioral and interest based segments based on where a device has been in the past. For example, we might classify a device as a “golf enthusiast” if we detect that the device has been to golf courses or driving ranges a certain number of times over a specific time period.
- We may use the information to generate insights from your location history, and we may also make this information available in market research products and services.
- We may use the information to help measure the effectiveness of advertising campaigns and similar market research or attribution programs. For example, if you saw an ad for a particular retailer, we may use your location data to determine if you subsequently visited the retailer and then report aggregated attribution metrics about all consumers who were exposed to the ad back to the publisher or advertiser.
- We may also use the information to infer that one or more browsers or devices are from the same user or household, we will link those browsers and devices into a device graph.
NinthDecimal does not knowingly use information in our platform that comes from what we consider to be sensitive health information or religious information. We may create health-related segments that are inferred from data we collect but are not derived from sensitive health data (e.g. we don’t use things like medical records). Click here for a list of the standard health-related segments that may be used in NinthDecimal’s Platform.
NinthDecimal does not use information for employment eligibility, credit eligibility or insurance eligibility/pricing purposes.
With Whom Do We Share Information With
NinthDecimal may share and/or sell the collected information to our customers and third party partners for advertising, marketing, attribution, analytics, and research services, or to link devices and browsers into a device graph. Typical examples of our customers and third party partners are ad networks, data management platforms, data marketplaces, brands, agencies, publishers and other marketing platforms. If NinthDecimal has collected Geo-Precise Location Information on you within the last 12 months, it is highly likely that we have sold or disclosed your information to a NinthDecimal customer or third party partner for the business purposes listed above. Note that NinthDecimal only delivers NinthDecimal Services in formats that have been aggregated, anonymized, or rendered geo-imprecise.
NinthDecimal may share information with trusted third-party service providers. The type of third party service provider that we share location and advertising data with include cloud compute and data storage providers, data management software platforms, data marketplace platforms, outsourced engineering contractors, mapping software providers, and business intelligence software providers. The type of third party service provider that we share business contact information include customer relationship management software providers, companies offering tools to send emails and similar communications on our behalf, website and b2b sales analytics providers, customer billing system partners, and auditing, debugging and security vendors. These third party contractors are prohibited from using the information for purposes other than performing services for NinthDecimal.
We may disclose your information to third parties when obligated to do so by law and in order to investigate, prevent, or take action regarding suspected, or actual prohibited activities, including but not limited to fraud and situations involving potential threats to the physical safety of any person.
Finally, NinthDecimal may transfer information, including any personally identifiable information we have, to a successor entity in connection with a corporate merger, consolidation, sale of assets, bankruptcy, or other corporate change. If NinthDecimal is involved in a merger, acquisition, or sale of all or a portion of its assets, you will be notified via email and/or a prominent notice on our Web site of any change in ownership or uses of your personal information, as well as any choices you may have regarding your personal information.
Your Choices About The Information We Collect
If you don’t want the information we collect used for the purpose of serving you targeted ads while you access the third-party applications of our mobile partners, we offer a number of choice mechanisms. If we detect a browser based Do Not Track signal, we will consider the signal as your choice to opt the cookie out of targeting advertising. Please note that none of our choice mechanisms will opt you out of being served advertising. You will continue to receive generic ads but they won’t be targeted by us and we will remove opted out browsers or devices from our ad targeting device graph. Your opt-out choice will be applied only to the browser or device that has opted out.
Here are ways that you may exercise your choice to opt-out of NinthDecimal tailored advertising. Please remember this does not opt you out of being served advertising. You will continue to receive generic ads.
In Ad Opt-Out. You may opt-out by selecting the Ad Choices icon within an advertisement served by NinthDecimal and following the instructions.
TRUSTe Privacy Application Opt-Out. You may also opt-out of targeted advertisements on mobile applications from NinthDecimal by using the TRUSTe Privacy Application; you may download the TRUSTe Privacy Application by visiting your App Store, or by clicking here for Apple iOS or here for Android.
Mobile O/S Opt-Out: We honor the mobile device settings for Android and Apple iOS devices. To exercise this opt-out, please visit the privacy settings of your Android or iOS device and select “limit ad tracking” (Apple iOS) or “opt-out of interest based ads” (Android). For devices where we are able to see that such a selection has been made, we will not use information collection from that device to deliver targeted advertising.
Mobile Location Choices: If you’d like to adjust your setting regarding the use of precise location data by third parties such as NinthDecimal, you may do so via the privacy settings on your device. This can either be done globally across all apps by turning off Location Services, or for specific apps. Mobile applications that collect precise location information that we partner with all offer mechanisms to control the collection and use of precise location information. Please note that these choice mechanisms won’t impact previously collected precise location information.
California Consumer Privacy Act (“CCPA”)
Note that if you decide to opt-out using the Choice mechanisms above, we will consider that an opt-out of the sale of data under CCPA.
Residents of California are granted additional rights under the California Consumer Privacy Act
- You have the right to request a copy of the information NinthDecimal has collected about you
- You have a right to request that we delete the information NinthDecimal has collected about you
- You have the right to request that we stop the sale of your information to our partners
If NinthDecimal has collected Geo-Precise Location Information on you within the last 12 months, it is highly likely that we have sold or disclosed your information to a NinthDecimal customer or third party partner as part of our Services. If you would like to request a copy of the information that NinthDecimal has collected about you, or if you wish NinthDecimal to delete the data that we have collected about you, you can download a request form here. The request form is an affidavit where you will attest that you have the legal right to request the information. You will need to fill out all required pieces of information, sign the document and return it to us via email. Once we receive your request, we will verify the request and contact you via email to confirm receipt within 10 days, and provide the status of your request within 45 days. You can also get the same information on how access the form by calling 1-800-563-1580. To protect your privacy, note that NinthDecimal will only fulfill verified requests for information.
Please note that a request to delete data is not the same as opting out of future data collection or being included in NinthDecimal services in the future. In order to opt-out, please follow the opt-out instructions above.
European Economic Area
NinthDecimal’s advertising solution is focused on the North American marketplaces and does not knowingly process the personal data of data subjects located in the EU. To the extent we are made aware that our advertising solution contains the personal data of an EU data subject, we will take reasonable steps to remove the data from our systems.
We follow generally accepted standards to protect the information we collect such as encryption, both during transmission and once we receive it. No method of transmission, or method of electronic storage, is 100% secure, however. Therefore, we cannot guarantee its absolute security.
How Long is the Data Stored?
NinthDecimal retains the data it collects through its data and advertising solutions for a period of up to 13 months. After this time the data is anonymized, aggregated and then stored for analytical purposes.
Tracking of Children
NinthDecimal does not knowingly track the personally identifiable information of people under the age of 16 or knowingly track information from sites directed to people under the age of 16.