YuMe Network Privacy Policy

 

Effective: February 2017

 

 

This privacy policy (the "Privacy Policy") describes the privacy practices of YuMe, Inc. ("YuMe", "we", "our", or "us") with respect to information it collects through third-party Digital Media Properties (as defined below), and on occasion, directly from Users (as defined below) (such as when it administers surveys described in this Privacy Policy).

 

YuMe provides a technology platform for serving video advertisements through its customers' web sites, mobile applications and connected TVs and for collecting certain reporting information in relation to the advertisements it serves. When we refer to "Digital Media Properties" (or "Digital Media Property Owners"), we are referring to third-party customers' web and mobile services, such as websites or mobile applications and the online, mobile and connected TV properties that we support. By way of example, Digital Media Properties include web sites that distribute news, entertainment and sports streaming video programs. When we refer to the "YuMe Platform" we are referring to our hosted technology platform that we use to serve advertisements through the Digital Media Properties. This Privacy Policy describes how we collect, use and disclose information in connection with our operation of the YuMe Platform for Digital Media Properties.

 

If you'd like to opt-out from having ads tailored to you by YuMe (whether through web or mobile delivery mechanisms), please follow the instructions in the "Your Choices" section of the Cookie Policy.

 

YuMe is a member of the Network Advertising Initiative ("NAI") and has had its practices reviewed for compliance with the NAI Codes of Conduct. Please visit the NAI website for more information at http://www.networkadvertising.org.

 

Please note the following:

This Privacy Policy does not describe our practices with regard to information we collect through our corporate website at yume.com. The privacy policy applicable to the yume.com website can be found at http://www.yume.com/privacy-policy.

 

Digital Media Property Owners' collection, use and disclosure of information through their Digital Media Properties is governed by their own privacy policies and practices which we do not and cannot control. You should always check the privacy policy of any Digital Media Property you visit to make sure you are comfortable with the relevant Digital Media Property Owner's privacy practices.

 

1. Introduction to the YuMe Platform.

We use the YuMe Platform to help advertisers serve video and rich media advertisements to visitors to the Digital Media Properties ("Users"). We do this in various ways. Sometimes, we are paid by advertisers to serve ads to the Digital Media Properties. Sometimes, we create (or collect from other companies and online or offline data platforms) interest-based inferences about Users based on the information we receive from the Digital Media Properties, and create data segments ("Data Segments") based on those inferences. We may then provide those Data Segments (or audiences created or modelled from the information we receive) to advertisers working with or through our platform or other platforms. Sometimes, we integrate partner services we provide (which may include Data Segments, advertising inventory, or other data and ad serving tools and services) with other platforms and services, which may themselves have Data Segments or advertising inventory, or may engage with advertisers or consumers in other ways. These platforms may, for instance, collect de-identified web browsing, mobile application, or offline marketing data, and create Data Segments from that data.

 

In many cases, the advertising we help facilitate allows the Digital Media Property Owners to cover the costs associated with operating the Digital Media Properties, which are often made available for free to Users. Through the collection and use of data as described in this Privacy Policy, YuMe delivers more effective advertising to Users – for example, by remembering when they have previously seen an advertisement so that the same advertisement is not shown to the same User again, or simply by helping to tailor ads in a way that is more relevant to Users.

 

2. The Information We Collect and How We Collect It

YuMe does not collect personal information through operation of the YuMe Platform that directly identifies a User (like his or her name, address or phone number), but does collect and use certain Analytics Information relating to the advertisements it serves that relates to the specific device that the User used to access the Digital Media Properties.

 

Analytics Information. In this Privacy Policy, we use the term "Analytics Information" to mean any information regarding, or collected during, the delivery of an advertisement to a User's device and subsequent User engagement with that advertisement. In some cases, it may refer to additional information collected during a User's interaction with a web page, mobile application or other service. On its own, this type of information does not enable us to determine the name or actual personal identity of any User, and we do not connect it with or relate it to any such User personal information.  The types of Analytics Information we collect and receive may include information about the date and time the advertisement was displayed, how long it was displayed for, whether it was clicked on, how many times it has been displayed to the device in question, how or whether the user engaged with it, the IP address or the mobile device identifier (such as an IDFA or Android Advertising ID) of the User's device, information about the operating system, web address visited or mobile app, certain non-identifying demographic information about Users such as their gender, approximate regional location (e.g., country and town), and age, or generic categories about Users and their interests (for example, "male auto buyer"). We also may collect information regarding how the User engaged with an ad or the page on which it is displayed, including to help advertisers monitor against fraud.

 

Survey Information. In certain territories, advertisers may also elect to run YuMe Surveys before (or instead of) their advertisements. "YuMe Surveys" are short surveys that Users can voluntarily elect to participate in and where such survey responses may be used to create lookalike models that are not tied to a specific User. Such survey questions are a way for advertisers to obtain information directly from Users about their interests. Users might be asked, for instance, "Which of the following comedy programs do you watch?" with a drop-down menu of TV shows, or "How frequently do you travel for business?" with a drop down menu of different options. We may place cookies, or collect mobile device identifiers, associated with this survey information or inferences or Data Segments we create from it. We may use the information we collect from YuMe Surveys in all of the ways we use the other information described in this Privacy Policy, i.e., the information collected from Digital Media Properties.

 

If you do not wish your survey responses to be used for creation of a lookalike segment, please simply do not respond to the survey or directly exit the survey by selecting the "Skip" button.

 

3. Cookies, Pixel Tags, Web Beacons and Similar Technologies

We collect, use, deploy and share Analytics Information by using various technologies, including (among others) cookies, pixel tags or web beacons. We use these technologies to collect Analytics Information in order to make advertising messages more relevant to you. These technologies perform functions like preventing the same ad from continuously reappearing, ensuring that ads are properly displayed for advertisers on sites that you visit, and in some cases selecting advertisements that are based on your interests. To find out more about these technologies, how we use them and how you can manage their use, please see our Cookie Policy.

 

4. How We Use the Information We Collect and Receive

We use Analytics Information to allow advertisers to more effectively display advertisements to Users than we could otherwise facilitate without the use of such information. For example, if we have Analytics Information that a User recently viewed ads or content related to car dealers, and we know that the User is in the San Francisco Bay Area, we might use that information to help an advertiser display a video ad for a San Francisco car dealership on a Digital Media Property.

At no time do we know the name, address, phone number or any other personal information that directly identifies a User. The Analytics Information we know relates only to the IP address and the recent activity of the User's device and web browser software, if cookies are enabled in that software.

If requested by an advertiser, we may also use Analytics Information to determine whether to serve an advertisement to a User and which advertisement to serve. For example, we may use a cookie to note whether a given advertisement has already been viewed by a particular User so that our server will not deliver the same advertisement a second time. If an advertiser wants us to deliver a series of advertisements in a particular sequence, we may use a cookie to note that the first advertisement has been delivered to a particular User so our server knows to deliver the second advertisement in the series when that User next visits a Digital Media Property.

We also use Analytics Information to analyze usage of and improve our advertising services. In some cases, we use third-party service providers to assist us with such analysis. Sometimes, we may use or make available Analytics Information (such as IP Addresses) to recognize Users or try to resolve a commonality of Users (or households) across platforms or across devices, such as smartphones, computers, tablets or related browsers. For instance, we might infer that a common IP address seen across different devices represents a common user, and use that inference in tailoring ads.

 

5. How and to Whom We Disclose the Information We Collect and Receive

The Analytics Information we collect and receive may be processed on our behalf by third-party service providers that assist us in running our business, including providers of data storage and processing facilities. We also provide Analytics Information regarding Digital Media Properties and advertisement viewing and usage on an aggregated basis to Digital Media Property Owners, advertisers and other third parties (such as ComScore and other analysts) in order to report the performance of advertisements displayed through use of our services.

 

Sometimes, we integrate Analytics Information with media and data platforms, to allow advertisers to access Digital Media Properties through such platform's interface, or in conjunction with other analytics or marketing services they provide. This might be done, for instance, by synching device-related identifiers, such as browser cookies or mobile device IDs, in order to permit the Analytics Information we collect to be used by these platforms and their own customers. Likewise, sometimes we may obtain from other platforms device-related identifiers they have collected, such as browser cookies or mobile device-related identifiers; this process, too, may involve sharing device-related identifiers in order to create this synch. We may do this to permit our own customers to have access to this data, or to improve the accuracy of the Analytics Information that we make available.

 

Law Enforcement, Regulators and Other Legal Disclosures. We may disclose collected information as may be required by any applicable law, rule, regulation or court order or as may be requested through legal process or by law enforcement authorities. We may also disclose any information we collect or receive if we believe that doing so is in our interests in order to protect our property or other legal rights (including, but not limited to, enforcement of our agreements) or the rights or property of others.

 

Merger or Asset Sale. In addition, all information in our possession may be disclosed and transferred as part of any merger, acquisition, debt financing or sale of assets (including any due diligence connected therewith), as well as in the event of an insolvency, bankruptcy or receivership.

 

6. Our Retention of Information

YuMe retains collected information for various periods of time. The cookies that we set expire up to two years from their date of creation. Our opt-out cookies last for at least five years. We retain mobile tracking data only for as long as we have a business need or as required by applicable law, but in no event for longer than two years. Partners that we work with, including platforms that we may integrate with to provide services, may set cookies or retain data for other, longer periods of time, which we do not control.

 

7. Choices for Cookies and Web and Mobile Interest-Based Advertising

For more information about your choices with respect to cookies and web and mobile interest-based advertising, please see the section headed "Your Choices" in our Cookie Policy.

 

8. Security

We use appropriate technical and organizational security measures to protect information in our possession from loss, misuse, and unauthorized access, disclosure, alteration, or destruction. Please note, however, that no data security measures can be guaranteed to be completely effective.

 

9. International Transfers

YuMe operates the YuMe Platform from servers located in the United States of America and the information it collects through the Digital Media Properties is processed in the United States of America. Laws governing the collection and use of data in the United States may not provide equivalent protection as those in the country where you reside, but YuMe will at all times protect your data in accordance with this Privacy Policy.

 

10. Updates to this Privacy Policy

We may update this Privacy Policy from time to time. When we do, we will also revise the effective date at the beginning of this Privacy Policy. We encourage you to periodically review this Privacy Policy to stay informed about how we collect, use, and disclose information.

 

11. Contacting Us 

If you have any questions, comments, or concerns about this Privacy Policy, please email us at privacy@yume.com. You may also contact us by calling +1 650 591 9400 or sending a letter to:

 

YuMe, Inc.
Attn: Privacy Inquiries
1204 Middlefield Road
Redwood City, CA 94063