Smarketing Cloud, provides its business partners—advertisers and their agencies, website and app publishers, other ad inventory providers, and data vendors—with technologies that enable the serving and display of relevant advertisements to individuals who access a publisher’s website, mobile app, or other online content. Smarketing Cloud’s technology also helps its partners collect and manage the data generated by such advertisements as well as data that its business partners may already have and data that they collect regarding visitors to their digital properties, including websites and mobile applications.
Smarketing Cloud advertising technology collects and uses data to help make online advertising more relevant, and for ad delivery and reporting purposes. By delivering more relevant advertisements, Smarketing Cloud plays an important role in keeping the Internet free, dynamic, and vibrant. That’s because advertisers will pay more when their ads are tailored to an audience’s interests, and publishers of websites and apps get more money when their audiences receive tailored advertisements instead of generic ones. That helps publishers continue to provide great content at a great price—often free.
The Smarketing Cloud privacy guidelines explain the various ways individuals may interact with Smarketing Cloud and Smarketing Cloud advertising technology, and the ways in which individuals may exercise control over the use of information collected by Smarketing Cloud .
Here’s how Smarketing Cloud may interact with individuals and data about them:
- Data Collected Through Smarketing Cloud Advertising Technology. The Smarketing Cloud privacy guidelines describe Smarketing Cloud’s privacy practices relating to its tailored advertising technology. Learn about Smarketing Cloud’s privacy practices as they pertain to information collected through its advertising technology.
- Data Collected Through Smarketing Cloud and from Smarketing Cloud’s Customers. The Smarketing Cloud privacy guidelines also describe Smarketing Cloud’s privacy practices as they pertain to visitors to the SmarketingCloud.com website as well as data collected from Smarketing Cloud’s customers. Learn about how Smarketing Cloud uses information collected on SmarketingCloud.com and from Smarketing Cloud’s Customers.
- General Privacy Guidelines That Apply to Data Collected Through Smarketing Cloud.com, from Smarketing Cloud s Customers, and Through Smarketing Cloud Advertising Technology. Many of Smarketing Cloud’s privacy guidelines—including Smarketing Cloud’s data security, integrity, and transfer provisions—are applicable to data collected through its website, from its customers, and through Smarketing Cloud advertising technology. Learn about these generally applicable privacy practices.
Opt Out of Tailored Advertising from Smarketing Cloud Advertising Technology
To opt out of receiving the tailored advertising made possible by Smarketing Cloud advertising technology in your current browser or mobile applications on your current device, please visit Smarketing Cloud ’s Consumer Opt-Out page.
Partnerships and Associations
Smarketing Cloud participates in a number of self-regulatory organizations and adheres to those organizations’ self-regulatory codes in the jurisdictions in which Smarketing Cloud operates. See a list of some of Smarketing Cloud’s partnerships and associations.
Smarketing Cloud Advertising Technology – Overview of Smarketing Cloud Advertising Technology
Smarketing Cloud advertising technology collects and uses data to help make online advertising more relevant, and for ad delivery and reporting purposes. This plays an important role in keeping content on the Internet and within mobile apps largely free, dynamic, and vibrant by improving the relevancy of advertisements displayed throughout the Internet.
Here’s how it works: Smarketing Cloud advertising technology collects data that is not personally identifiable information (non-PII) about the websites and apps that a browser or device interacts with, and the advertisements a browser or app displays. This information may include non-PII browser or device-specific identifiers (such as mobile device advertising identifiers, IP address or your browser’s user agent string) and non-PII demographic and interest information provided by third parties. An individual may encounter Smarketing Cloud advertising technology when:
- Smarketing Cloud or a business partner purchases online advertisements on a website that the individual visits or an app that the individual uses.
- A Smarketing Cloud business partner places one of Smarketing Cloud’s web beacons on a website that the individual visits or uses.
- An individual interacts with an app from which Smarketing Cloud collects data.
Smarketing Cloud advertising technology also offers data management services to business partners via Smarketing Cloud’s data management platform (DMP). The Smarketing Cloud DMP enables Smarketing Cloud ’s business partners to collect, store, and analyze non-PII about their audiences. Smarketing Cloud’s business partners may use the DMP and Smarketing Cloud’s data collection tools to develop and name custom data segments. Smarketing Cloud does not exercise control over the manner in which its business partners label their custom data segments in the DMP, but as applicable, Smarketing Cloud contractually requires that its business partners using the DMP adhere to self-regulatory codes offered by the Network Advertising Initiative (NAI), Digital Advertising Alliance (DAA), and/or certain other industry standards. Smarketing Cloud also contractually prohibits its business partners using the DMP from bringing PII or sensitive non-PII audience data into the DMP.
What Information Does Smarketing Cloud Advertising Technology Collect?
Smarketing Cloud advertising technology collects and uses only non-PII, including: information about the device and IP address used to access the Internet; the browser or application used; which, and how many, business partner web pages have been viewed by a browser or application; search terms entered on business partner websites; referring and exit pages; the date and time an advertisement was viewed; location data; browser or device-specific identifiers (such as mobile device advertising identifiers or your browser’s user agent string); and other similar information. In certain instances, Smarketing Cloud may collect and match this non-PII across devices, browsers, or applications for the purposes of identifying devices and providing more relevant advertising. Smarketing Cloud also obtains non-PII from third party data vendors that receive such non-PII pursuant to their own privacy policies. Smarketing Cloud does not collect PII via its advertising technology.
The Smarketing Cloud ID and ID Syncing
Smarketing Cloud associates the non-PII that it collects about a browser or device with a randomly-generated pseudonymous identifier known as a Smarketing Cloud ID, which itself is non-PII. Smarketing Cloud uses ID Syncing (described below) to associate Smarketing Cloud IDs with identifiers and data from business partners and other industry participants in an effort to display relevant advertisements on a wider range of websites, apps, and content. As part of this process, Smarketing Cloud may populate a Smarketing Cloud cookie with a new or existing Smarketing Cloud ID.
ID Syncing (also known as cookie syncing or cookie matching) is a common and useful industry practice that enables advertisers to use data to coordinate an advertising campaign across multiple publishing platforms and advertising service providers.
As an example, suppose an individual uses a web browser to visit a merchant’s website and then leaves the website. The merchant wants to advertise relevant products to that visitor after she leaves the website. To do so, the merchant stores a cookie on the visitor’s browser with an ID (say “123”) and associates the ID with information about what the visitor shopped for on the merchant’s website. If the merchant wanted to use that information to advertise on other websites, the merchant could buy advertising through an online advertising exchange or marketplace. In order to buy appropriate advertising, the merchant would need to match the ID “123” with the ID that the exchange has assigned to the same visitor (for example, exchange ID “XYZ”). Using ID Syncing, the merchant can know that its ID 123 is associated with the same browser or device as the marketplace ID XYZ, and the merchant may be able to show more relevant advertisements to the visitor.
How Is the Collected Information Used?
Smarketing Cloud uses the non-PII it collects to identify the audience most likely to respond to a particular ad, to serve those ads, and to analyze trends. This helps support the online advertising ecosystem, app and website developers, and consumers by supporting content and delivering more effective advertisements. Smarketing Cloud may also share this information with its affiliates and business partners.
Smarketing Cloud advertising technology enables Smarketing Cloud’s business partners to use advertising segments to deliver relevant advertising tailored to consumers’ interests. An advertising segment is defined by non-PII attributes, which often includes combinations of information such as geography, age range, gender, activities, and/or interests.
Smarketing Cloud customers may use non-sensitive health-related segments to help deliver tailored advertising. For example, Smarketing Cloud customers may deliver tailored advertising regarding healthy living because a browser previously visited websites that are focused on health-related topics such as yoga and healthy eating. Review a list of health-related segments that are made available to Smarketing Cloud’s business partners by third-party data providers.
Cross-App and Cross-Device Advertising, Ad Delivery, and Reporting
Smarketing Cloud may collect and use the information and the data segments described above for cross-app advertising, i.e., advertising across browsers and apps on a single device, as well as cross-device advertising, i.e., advertising across multiple devices. Smarketing Cloud also collects and uses cross-app and cross-device information for ad delivery and reporting purposes. As described elsewhere in these privacy guidelines, Smarketing Cloud does not collect PII via its advertising technology, including across apps and devices.
Smarketing Cloud uses certain techniques to enable its advertising technology to serve meaningful advertising content on behalf of its customers and business partners across apps and devices, including cookie and ID Syncing and similar practices.
Market Research Surveys
Smarketing Cloud may serve ads that invite you to participate in market research surveys. These surveys allow you to share your opinions, if you wish to do so. The surveys collect the same types of Non-PII Smarketing Cloud collects when serving ads in addition to any survey responses. Smarketing Cloud uses this information to better understand market research trends and help ascertain the effectiveness ads delivered by Smarketing Cloud ’s technology.
Data Retention for Smarketing Cloud Advertising Technology
Smarketing Cloud removes non-PII associated with a Smarketing Cloud ID from its ad-decisioning database if more than 30 days have passed since it has seen any activity associated with the Smarketing Cloud ID, or has delivered advertising to a computer or device associated with the Smarketing Cloud ID. However, if the same non-PII is associated with both an active and inactive Smarketing Cloud ID, the non-PII will only be deleted from the inactive Smarketing Cloud ID and will not be deleted from the set of information associated with the active Smarketing Cloud ID. Smarketing Cloud may retain this and other data it collects in other formats for as long as necessary for reasonable and legitimate business purposes including fraud prevention, audit and legal compliance, and billing disputes.
Non-PII associated with a Smarketing Cloud ID may be stored in the Smarketing Cloud DMP indefinitely. This information may be used to create advertising segments but will only be used to deliver tailored advertising to active Smarketing Cloud IDs.
Third-Party Links and Websites