Digital measurement services track and analyze how consumers interact with media across various platforms, including online, mobile, and emerging technologies. These services help companies gain valuable insights into consumer behavior. The practices outlined in this privacy statement apply to organizations offering digital measurement services globally.
It’s important to note that digital measurement and marketing services are separate offerings with distinct privacy practices. For more details about collecting and using data, please refer to the specific privacy statement for the marketing services.
This privacy statement covers general practices related to digital measurement, but specific client agreements may impose additional restrictions on how data is handled. Sometimes, data may only be processed by a service provider or processor, which is used solely for the client’s purposes. In other cases, data may be processed for broader purposes, in which case the organization may act as the data controller or business.
Users are encouraged to review the privacy policies of websites and applications to understand how data is collected and processed through digital measurement services. Clients are responsible for informing their users about the use of measurement technologies, ensuring they have obtained the necessary permissions, and providing users with appropriate choices regarding the collection and use of their data.
Data Collection
Digital measurement services work with various partners, including data providers, advertisers, and publishers, to evaluate the reach and effectiveness of content across devices. These services assist advertisers in understanding campaign performance across platforms such as television, computers, and mobile devices.
How Data is Collected
Participating companies incorporate measurement software into their content across websites, ads, mobile apps, video players, and internet-connected devices like smart TVs. This software uses technologies such as cookies, pixel tags, and embedded application software to gather information about user engagement with audio, video, advertisements, and other media. Data may also be provided directly through secure connections to company servers.
The collected information helps measure user interactions with content and evaluate advertising effectiveness. While the data typically does not identify individual users, some instances, such as panel-based research, allow for the association of measurement data with specific participants under strict terms.
What Data is Collected
Measurement software collects:
Content Details: Information about the ad campaign, program, or media viewed.
Viewing Location: The platform, website, or app where the content was consumed.
Device Information: General details about the device, such as type (e.g., smartphone or tablet), operating system, and unique semi-persistent identifiers like mobile advertising IDs, IP addresses, or cookies.
The collected data is limited to interactions with the specific content being measured. It does not track user activities across different platforms or build user profiles. Data may be matched with aggregated statistics from external sources like social media platforms or e-commerce data providers to enhance research quality. These sources supply de-identified or aggregated audience demographics, such as age and gender, which help refine analyses.
Data Use
Data collected through digital measurement services analyzes and reports how consumers engage with media across online, mobile, and emerging platforms. This analysis helps create insights into audience behavior and the effectiveness of advertising campaigns.
Ensuring User Privacy
To maintain user anonymity, all collected data is aggregated or processed using methods that ensure individuals cannot be reasonably identified. Tools and safeguards are applied to prevent re-identification in reports and insights provided to clients.
Additional Uses of Data
In addition to audience measurement and research purposes, data is processed for:
System Security and Operations: Monitoring IT systems to detect and respond to security threats.
Fraud Prevention: Identifying and addressing fraudulent activities.
Research and Development: Improving services, creating new products, conducting audits, analyzing usage trends, and building predictive models.
Corporate Operations: Managing day-to-day functions, financial activities, and corporate transactions, such as mergers or re-organizations.
Safety and Legal Compliance: Protecting rights, property, and safety; complying with legal requirements; and addressing law enforcement or government inquiries.
These services aim to deliver valuable insights while safeguarding user information by focusing on privacy and robust data management practices.
Data Sharing
For specific data usage purposes, information, including personal data, may be shared with the following:
Service Providers
Third-party companies or individuals perform tasks on behalf of the organization. These providers access only the necessary personal data to complete their functions and are prohibited from using it for any other purpose.
Transaction Facilitation
Personal data may be disclosed to third parties as required to complete transactions you’ve requested or authorized. It can include market research companies and clients in alignment with ethical industry standards.
Corporate Changes
Data may be shared to facilitate the transition of assets, stock, or business operations in business reorganizations, mergers, sales, joint ventures, or transfers.
Legal and Security Obligations
Data may be disclosed when legally required to safeguard legal rights or to address potentially unlawful activities.
Reasonable measures are implemented to ensure that data shared with third parties is safeguarded by the privacy principles outlined in this policy. Personal data is not sold to third parties for commercial purposes, reinforcing a commitment to ethical data use.
Basis for Processing Personal Data
Certain jurisdictions require explicit disclosure of the legal grounds for collecting and processing personal data when acting as a data controller. It applies to data gathered for independent purposes. When data is processed using measurement software on behalf of clients, the organization typically operates as a data processor, relying on the client’s legal basis for processing.
For personal data collected in the European Union (EU) or European Economic Area (EEA) as a data controller, the following legal bases are applied:
Legitimate Interests
Personal data is processed under the principle of legitimate interests, provided these do not override individuals' rights, freedoms, or interests. Key legitimate interests include:
Ensuring effective and lawful business operations.
Accurately measuring and analyzing audience engagement for internal and client purposes.
Enhancing products, services, and websites.
Implementing robust information security measures.
Complying with legal and regulatory requirements.
Addressing disclosure requests from law enforcement, courts, or regulatory bodies.
Preventing and detecting fraud or suspected fraudulent activity.
Compliance with Legal Obligations
Processing may also occur to fulfill legal requirements under applicable laws. It includes ensuring adherence to statutory obligations and responding to regulatory demands. These legal foundations ensure responsible and lawful data handling while balancing operational needs with user privacy rights.
Data Retention and Security
Reasonable organizational, technical, and administrative measures are employed to ensure the security and confidentiality of data under control. Personal data is retained as necessary to deliver digital measurement services, conduct research and analysis, and comply with applicable legal requirements.
Data may be processed or stored in the user’s home country or transferred to another jurisdiction. Data handling is governed by applicable laws and the principles outlined in this Privacy Statement, regardless of location.
Data Transfers for EU/EEA Users
When transferring personal data from the EU/EEA to a recipient in a non-EU country lacking adequate data protection recognized by the European Commission, measures are implemented to ensure compliance with data protection regulations. It includes using EU Standard Contractual Clauses (SCCs) or other legally recognized safeguards.
Additional details regarding such transfers and associated safeguards can be provided upon request. The organization's privacy contact channels offer details to inquiries or concerns about data protection and privacy compliance.
Choices
Participation in digital measurement research is entirely optional. Users, not panelists, who wish to opt-out can do so for various devices and platforms. Below is an overview of the process.
Opting Out of Browsers
Measurement tools gather data using HTTP cookies and HTML5 local storage. Opting out replaces the unique cookie with an "OPT_OUT" cookie and clears related local storage information. If cookies are deleted, the opt-out process must be repeated. Each browser requires a separate opt-out, and certain limitations in Safari and Firefox prevent complete demographic data collection, effectively serving as an opt-out.
Mobile App Opt-Out
Applications containing measurement tools must disclose their presence and provide users an opt-out option. Older app versions or devices with outdated operating systems may only allow app-specific or device-specific opt-outs.
For newer systems, device-level opt-outs are available through:
iOS: Enable "Limit Ad Tracking" in device settings.
Android: Enable "Opt out of Ads Personalization" in device settings.
Opting Out of Other Devices
Non-browser and non-mobile devices, such as smart TVs, use unique identifiers.
Opt-out methods vary by manufacturer.
For internet-connected devices, clients must provide functionality that allows users to opt out of data collection through measurement software.
Rejoining Digital Measurement
Users who have opted out but wish to participate again can opt back in through the exact mechanisms. Opting out ensures control over participation in measurement while maintaining transparency across devices and platforms.
Your Rights
Depending on your location, applicable laws may provide additional rights regarding the processing of personal data. When acting as a service provider or data processor, facilitating the exercise of these rights is typically the responsibility of our clients, but we cooperate as necessary.
Available Rights
Users may have the following rights concerning personal data:
Access and Updates: Request confirmation of data processing, access to personal data, and corrections for inaccuracies.
Object to Processing: Challenge the processing of personal data.
Limit Processing: Propose restrictions on how personal data is handled.
Request Deletion: Seek the removal of personal data, where applicable.
File Complaints: Submit concerns to the appropriate data protection or privacy authority in their country of residence.
How to Submit a Request
Users or authorized representatives can submit a request detailing their rights and concerns. Requests from authorized representatives must include proof of their authorization. Requests may not be processed if sufficient verification of identity or authority cannot be established.
Requirements for Requests
To facilitate processing, requests should include:
Verification Details: Information necessary to confirm the requester’s identity or authority.
Clear Description: A detailed explanation of the request to ensure proper evaluation and response.
If verification cannot be completed, the request may not proceed. Verification involves matching the provided information with data on record to ensure security and accuracy.
Additional Information for EU/EEA Users
Individuals in the EU/EEA with concerns about data handling may escalate issues to their local Supervisory Authority if dissatisfied with the resolution of their problems. Details for contacting national Supervisory Authorities can be found through the EU's data protection resources.
This process prioritizes transparency and user empowerment while adhering to relevant legal obligations.
Changes to This Privacy Statement
This Privacy Statement may be revised and updated as necessary. If previously collected personal data will be processed for a new purpose, updated notice and options will be provided in compliance with applicable laws.
This Privacy Statement supersedes any prior communications, whether written or verbal, regarding the collection and use of personal data for digital measurement services.
