Effective date: May 25, 2018
Last updated: May 21, 2018
This document provides information about our tracking and digital advertising technology platform. The intention of this document is to provide you transparent information how the Voluum platform runs and how the data is processed, collected, and stored in the platform. We realize that some technical terms might sound complicated to you, so this document presents those terms in simple words as well as explains what the goal of data processing is.
Aleph is firmly committed to protecting the privacy of Internet’s users and fostering users’ confidence in online advertising and marketing. Accordingly, we are committed to observing applicable industry guidelines including those established by the Interactive Advertising Bureau and the General Data Protection Regulation (“GDPR”) by the European Union. We continue to evaluate enhanced ways to protect Internet users’ privacy while seeking to deliver relevant advertising and custom online experiences to those users on behalf of our customers.
This document outlines Aleph’s End User Policy and provides you clear notice about the user’s information we may collect and process online in connection with our services.
Our customers use our to execute digital advertising campaigns and our tracking technology to monitor, analyze, and optimize the results of digital advertising campaigns. Such operations result in you having indirect (when advertisements are displayed within sites and apps) and direct (when you click any of those advertisements) interactions with our servers.
Applicable laws: All the laws and regulations relevant to the collection, processing, and storage of data, especially all thedata protection laws and the General Data Protection Regulation (EU) 2016/679 (GDPR).
Ad exchange: This is a platform where people who can offer unsold ad placements meet people who want to buy those placements for their online advertisements. You can think about it as a digital marketplace with a sort of an auction called real-time bidding. However, a buyer can be anybody including other ad exchanges or platforms that sale advertisements to other companies / buyers.
Ad server: By and large, a server where advertisements are stored, managed, and delivered to you as a website end user. It might also provide a reporting module to check how the advertisements perform.
Cookie: They are small text files stored locally by a website or ad server. By storing certain information in a cookie, those web browsers or ad servers are able to remember your preferences and recognize websites visited and / or web browser used from one visit to another. To learn more about cookies and how to disable them, visit http://www.allaboutcookies.org.
Domain name: It is a character string that helps you to easily go to a website without the necessity of remembering IP addresses. A domain name must be unique for all domain names available on the Internet. It allows you to navigate to a website and discover an online advertisement.
Do Not Track (DNT): This is an option of the web browser that sends a request to a web application to disable tracking of an individual user.
End user (visitor): This is a user of an Internet connected device, such as a visitor to a website, a user of a mobile app, or a user of an IoT device, or a visitor on an advertisement, landing page, or campaign.
Geographic location: This is a piece of information where you are located based on an IP address. Precisely, this is a location of your device that is connected to the Internet and based on that we are able to define a country, region, city, and Internet Service Provider (ISP) your device is connected to.
HTTP request header: The request header of HyperText Transfer Protocol. The HTTP protocol is used all around the world. Almost all content that shows up in the browser you see is transmitted to your computer (or other device connected to the Internet) over HTTP. For example, when you opened this policy in the browser, many HTTP requests have been sent. Each request contains an HTTP header in which there is information about the browser you use, the requested page, the server and much more.
HTTP request parameters: The request parameters of HyperText Transfer Protocol are additional pieces of information transmitted from one device to the other that you might see in the address bar of your browser. They are in the form of name=value pairs separated from the URL by a ?. There might be more than one name=value pair, where each of them are separated by an &.
IP address: An Internet Protocol (IP) address is a set of numbers that each device has assigned to connect with other device over the Internet network. The IP address allows addressing and delivering the information to the right receiver. Every time a piece of information is sent, a device needs to communicate with other devices in a computer network to be able to deliver the message. Sending information in that context means every kind of activity such as surfing, exchanging emails, or downloading an application. The IP address is used to identify the device to which the message is supposed to be sent and find the best way to deliver it.
Personal information / personal data: Any information relating to an identified or identifiable person as defined in article 4.1 of GDPR.
Processing: Any operation or set of operations which is performed upon personal data, whether or not by automatic means, such as collection, recording, organization, storage, adaptation or alteration, retrieval, consultation, use, disclosure by transmission, dissemination or otherwise making available, alignment or combination, blocking, erasure or destruction (process, processes and processed shall have the same meaning).
Real-time bidding: Voluum customers who gain access to the Voluum DSP area are able to bid in real time to get the opportunity of showing an online advertisement offered by a certain ad exchange. The winner of the auction is treated as the best candidate from the Voluum DSP side to be able to display the advertisement on a website.
Referrer domain: In simple words, this is the address of a website that led you, as a visitor, to another page.
Retargeting: A strategy of online targeted advertising when information is gathered to address visitor’s preferences based on their previous actions / choices. When you, as a visitor, go to one sort of websites, for example because you are looking for a pair of glasses, then the advertisement is displayed in front of you with glasses that you might possibly like.
Request time: This is the time when a query to the Voluum database is sent. Every time when you click an advertisement, the query request is made, so the Voluum platform is able to store the information about the visit.
User agent: Information about a device, operating system, web browser is being used to access a website.
You (visitor): A person who can visit digital advertising campaigns on the Internet.
II. What Kind of Data Do We Collect and For What Purposes?
In order to perform our services, we are intent on collecting and processing certain information about you and your device. Some of this information (including, for example, your IP addresses and certain unique device identifiers) may identify a particular computer or device and be considered as personal data in some jurisdictions, including the European Union. This kind of data enables us to provide aggregated reporting and analysis of the performance of our customer’s advertising campaigns.
Platform does not collect any data which by itself identifies an individual such as a name, address, phone number, email address.
We also do not collect any “sensitive” or “special categories of personal data” as defined under the European data protection laws as well as personal data of children.
Sync cookie: This is a unique number that will be assigned to you as a visitor when an advertisement shows up in a website for the first time. The cookie stores the information to inform us that you have seen a certain set of advertisements before, so we may vary them not to overload you with the same content all the time. Shortly, it enhances the advertisement selection. It expires after 30 days.
Opt-out cookie: This a cookie that is used for the opt-out option for Voluum DSP. It gives us information that you do not want to be tracked with desktop and mobile environments. It expires after at least 2 years.
III. For What Purposes We Use End User Data?
The data collected and stored in the Voluum platform is used to increase the ad relevance and adjust the ad display to the changing needs of the ad visitor. Particularly, the Voluum data is used for:
- Cross-Device Matching
- To identify to how many devices a visitor is associated with to cut off ad display repetitions.
- Fraud Detection
- To monitor the quality of traffic for our customers and blacklist those sources that generate fake visits / clicks.
- Frequency Capping
- To limit the number of times a visitor is exposed to a single advertisement.
- Reporting, Analysis, and Optimization