Effective Date: December 20, 2013
Overview of Accuen Services
Accuen is Omnicom Media Group’s digital media acquisition platform that combines data, technology, and strategy to help advertisers reach the audiences most likely to be interested in their products or services. In the simplest terms, Accuen uses non-personal information about consumers and their behavior online to help select potential audiences for its advertising clients. The benefits of Accuen’s services are two-fold – advertisers receive better audiences and consumers are served more relevant ads that provide the financial support for so much of the free Internet content consumers enjoy.
The TRUSTe program only covers the collection and use of information by Accuen’s technology across third party desktop Web sites.
Data Collection and Use
Accuen collects non-personally-identifiable information (Non-PII) across the web using technology including “cookies” and “pixel tags.”
A cookie is a small text file that is stored on a consumer’s computer for record-keeping purposes. We use a persistent cookie to assist us with the collection and use of anonymous browsing data. A persistent cookie remains on your hard drive for an extended period of time. You can remove persistent cookies by following directions provided in your Internet browser’s “help” file. We do not link the information we store in our cookie to any personally identifiable information you may submit while on a site.
We employ a software technology called pixel tags (a.k.a. web beacons/clear gifs) that help our advertiser partners provide relevant advertising content on third-party web sites. Pixel tags are tiny graphics with a unique identifier, similar in function to cookies, and are used to track the online movements of Web consumers. In contrast to cookies, which are stored on a consumer’s computer hard drive, clear gifs are embedded invisibly on Web pages and are about the size of the period at the end of this sentence. We do not tie the information gathered by pixel tags to any personally identifiable information you may submit while on a site.
We also license Non-PII from third parties. When we refer to Non-PII, we mean datum that does not necessarily identify a particular individual. Non-PII can include IP address, as well as information about consumers’ browsers and site visits that do not include personally-identifiable information. Accuen uses this Non-PII to create data “segments” – non-personally identifiable classifications associated with a browser cookie based on the browser users or the browser users’ behavior. Examples of such segments might include gender, age range, and education level. Accuen then uses one or more of these segments to select potential audiences for advertisers.
Personally Identifiable Information
Accuen does not collect or license Personally-Identifiable Information (PII) to create these segments. When we refer to PII, we mean information about a specific individual including name, address, telephone number, and email address – when used to identify a particular individual. When we license data from third parties, they are contractually prohibited from including PII within the data they license to us.
Accuen uses syndicated non-sensitive health data segments as part of our services, including segments such as “dieters” and “allergy sufferers”.
Accuen does not intentionally collect, license, or use data from children under the age of 13.
Accuen may share non-personally identifiable information with our affiliates, third party partners and agents to improve advertisement targeting, make and create offers, provide reporting to advertisers and clients, and to improve our systems and products.
Accuen may share data with third-party contractors and service providers who work on behalf of Accuen under confidentiality agreements. Accuen may disclose data in response to subpoenas, court orders, legal process, or to establish or exercise our legal rights and obligations or defend against legal claims. Accuen may transfer data in the event Accuen or Omnicom Media Group is acquired by or merged with another company.
Accuen’s tracking cookies are set to expire after 180 days; however the expiration date refreshes each time Accuen accesses the cookie. After the cookie’s expiration date, your computer should discard the cookie and the information in it (e.g., unique cookie ID; opt-out flag; and the cookie expiration date) from your computer’s memory and no longer save it to the hard drive. After the cookie’s lifespan, Accuen maintains anonymous server side profile information on consumers for 60 days for analytics purposes.
Accuen uses reasonable security measures designed to ensure the security, confidentiality, and integrity of consumer data, and to protect against unauthorized access to, and unauthorized use or disclosure of such data. While Accuen cannot guarantee that these measures can stop all threats, we believe they provide reasonable protection.
If you choose to opt-out of Accuen’s services, Accuen will download an opt-out cookie to your computer, which is designed to prevent Accuen from collecting data for creating segments. Accuen’s opt-out is effective for this browser on this computer, and may not work if your browser is set to block third-party cookies. If you delete your cookies after opting-out, you will have to opt-out again. If you use a different browser or computer, you will need to opt out again on that browser or computer. The Accuen opt-out cookie is set to remain effective for at least five years. More information is available at this page. You can opt out of data collection by Accuen by clicking here.
NAI Collective Opt-Out Page
Accuen is a member of the Network Advertising Initiative (NAI), which is a cooperative of online marketing and analytics companies committed to building consumer awareness and establishing responsible business and data management practices and standards. Accuen adheres to the NAI Code of Conduct, which is a set of self-regulatory principles that requires NAI member companies to provide notice and choice with respect to Interest-Based Advertising. The Code also limits the types of data that member companies can use for advertising purposes and imposes a host of substantive restrictions on member companies’ collection, use, and transfer of data used for Interest-Based Advertising. The Network Advertising Initiative (NAI) has created an Opt-out Tool in conjunction with its members for the express purpose of allowing consumers to opt out of the behavioral advertising delivered by its member companies. The NAI Opt-out Tool is located at this page.
Updates to This Policy
If you have any questions or comments about this policy, you may contact us by email at firstname.lastname@example.org or by mail at:
225 N. Michigan Avenue, 21st Floor
Chicago, Illinois 60601
Attention: Data Privacy
If you are not satisfied with our response you can contact TRUSTe here.
How Accuen Responds to “Do Not Track” Signals
The World Wide Web Consortium (W3C) is attempting to develop a Do Not Track (DNT) standard. Currently, the standards regarding the DNT signals and appropriate responses are not defined. Until the DNT standards are defined, we will not assign any meaning to the DNT signals.