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Marketing Architects, Inc. Product and Service Privacy Policy
How we handle certain Personal Information we collect as a business or controller for the products and services we provide including executing connected television campaigns .
Effective Date: November 15, 2023
Marketing Architects, Inc. (referred to as “MA” “our”, “us” and “we” in this Privacy Policy) is an advertising agency that creates television commercials and other advertising content, purchases media, provides analytics, strategy services, and conversion solutions to our clients. MA collects and analyzes Personal Information collected about you from third party providers (such as advertising platforms) and third party services (such as the websites of our clients) in order to develop certain products and services which help our clients activate digital and/or streaming advertising campaigns primarily via internet connected television a/k/a smart TVs (“CTV”). Our products and services help our clients understand their consumers, plan their CTV advertising campaigns, activate those CTV campaigns and understand the effectiveness of those CTV campaigns. When these campaigns are activated, we work with CTV networks to display our clients’ television commercials to you on your CTV.
This Privacy Policy explains how we collect, use, and share Personal Information, also known as Personal Data, which is generally defined by various state privacy laws as information that identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular consumer in connection with our CTV advertising campaigns. When we collect use and share certain Personal Information in connection with our CTV advertising campaigns we are considered a Business or Controller (as those terms are defined under State Privacy Laws). This Privacy Policy also explains how consumers may exercise their rights pursuant to State Privacy Laws.
What does this Privacy Policy apply to
This Privacy Policy only applies to Personal Information collected in connection with our CTV advertising campaigns. This Privacy Policy does not govern (i) Personal Information collected about visitors to our website, www.markarch.com; (ii) Personal Information collected through various interactions with those acting in a professional capacity such as when enquiring about, researching, assessing, or engaging in business with MA; or (iii) Personal Information provided to us by our clients or collected by us on behalf of our clients to run advertising campaigns including certain CTV campaigns. The Privacy Policy for website visitors and those interacting with us in a professional capacity can be found here. When MA uses Personal Information provided to us by our clients or collected by us on behalf of our clients to run advertising campaigns including certain CTV campaigns, MA acts as a Service Provider or Processor (as those terms are defined under State Privacy Laws) or as a party to whom Personal Information is Sold or Shared (as those terms are defined under State Privacy Laws) with regard to certain activities. When MA is acting on our clients’ behalf either as a Service Provider or Processor or as a party to whom the Personal Information is Sold or Shared, the use of your Personal Information is subject to the Privacy Policies of our clients or the party that collected the information from you.
Information MA May Collect
We receive Personal Information from third party sources in the advertising industry such as CTV television manufacturers, website publishers, and advertising network platforms. This Personal Information can include the internet protocol (“IP”) address used to connect your devices, such as your CTV and computer, to the internet. An IP address is a unique string of numbers that identifies such devices. We may also collect general information about where your device is located such as latitude, longitude, country, region, city, and zip code. We do not collect or use data that directly identifies you as an individual, such as your name, address, phone number, email address, or government identifier.
What MA Does with the Information it Collects
MA uses the Personal Information it collects from third party sources in the advertising industry to conduct research on and analyze the viewing behavior of consumers to determine generally when and where consumers who are most likely to be interested in our clients’ goods and services are watching CTV and what type of content, sometimes including specific shows, those consumers are watching on CTV. As part of this process, we may compare the IP addresses we gather from third party sources in the advertising industry with the IP addresses of consumers that have visited our clients’ websites. We also use the Personal Information we collect to assess the effectiveness of our clients’ CTV advertising campaigns. We may also use this Personal Information for internal operations such as troubleshooting, testing, analytics, attribution, fraud detection, reporting, and research and development for our internal business purposes. We do not use the Personal Information that we collect to target advertising at individual consumers based upon such Personal Information collected over time and across different services.
How MA Discloses Information
MA uses the Personal Information we collect from third party sources in the advertising industry to do the internal research and analyses described above. Personal Information is compiled and analyzed on an aggregate basis, and MA may share these aggregated results with our clients. We use this information to create aggregated profiles about the CTV viewing characteristics of consumers likely to be interested in our clients’ goods and services. We may also use this information to assess the effectiveness of our clients’ CTV campaigns. This aggregated information is not Personal Information. As such, we generally do not disclose Personal Information to our clients. However, we may disclose Personal Information if we are required to do so by law, or if we believe in good faith that the law requires it or when we believe disclosure is necessary to prevent harm or financial loss, or in connection with an investigation of actual or suspected fraud or illegal activity. We reserve the right to transfer your Personal Information in the event of a merger, acquisition, sale, reorganization, change of ownership, or other similar transaction involving MA.
Security of Your Information
MA uses administrative, technical, and physical security measures to help protect your Personal Information. While we have taken reasonable steps and use best practices to secure your Personal Information, please be aware that despite our efforts, no security measures are perfect or impenetrable, and no method of data transmission can be guaranteed against any interception or other type of misuse. Any information disclosed online is vulnerable to interception and misuse by unauthorized parties. Therefore, we cannot guarantee complete security of your Personal Information.
Targeted Advertising Opt-Out
Although MA does not use Personal Information collected pursuant to this Privacy Policy, if you wish to opt out of targeted advertising generally, available third party opt-out tools include: the Digital Advertising Alliance and the Network Advertising Initiative.
YOUR STATE PRIVACY RIGHTS
If you are a resident of California, Virginia, Colorado, Connecticut or another state with a comprehensive consumer privacy law, and such law applies to MA (“State Privacy Laws”), then you have certain rights under those State Privacy Laws. This section of the Privacy Policy is intended solely for, and is applicable only as to, such residents.
Right to Know About Personal Information Collected, Disclosed, Sold, or Shared
We disclose the Personal Information collected to our vendors and service providers and as otherwise described in this Privacy Policy, but do not Sell or Share such Personal Information or use the Personal Information for targeted advertising or cross context behavioral advertising (as defined under State Privacy Laws). Rather, we use the Personal Information to inform our general advertising delivery services such as predicting that consumers such as you might be interested in certain products or services of our clients.
Right to Request Deletion of Personal Information
You have the right to request that we delete any of your Personal Information that we collected from you and retained, subject to certain exceptions under State Privacy Laws. Once we receive and confirm your verifiable consumer request, we will delete (and direct our service providers to delete) your Personal Information from our records, unless an exception applies. See How to Exercise Your State Privacy Rights, below. However, we may retain Personal Information that has been de-identified or aggregated. Furthermore, we may deny your deletion request if retaining the information is necessary for us or our service provider(s) in order to perform certain actions set forth under State Privacy Laws, such as detecting security incidents and protecting against fraudulent or illegal activity.
Right to Opt Out of the Sale or Share of Personal Information to Third Parties or Targeted Advertising
MA does not Sell or Share the Personal Information collected to third parties or use the Personal Information collected for targeted advertising or cross context behavioral advertising directly to you.
Right to Data Portability
You have the right to request a copy of Personal Information we have collected and maintained about you.
Right to Correct
You have the right to correct any Personal Information that MA we have collected and maintained about you.
Right to Information Regarding Non Discrimination
You have the right not to be discriminated against for exercising your privacy rights under State Privacy Laws. MA does not discriminate based on an exercise of rights under State Privacy Laws.
Retention of Personal Information
We retain Personal Information for as long as necessary to fulfill the purposes for which we collect it, such as creating aggregated profiles about the CTV viewing characteristics of consumers likely to be interested in our clients’ goods and services, assessing the effectiveness of our clients’ CTV campaigns and for the purpose of satisfying any legal, accounting, contractual, or reporting requirements that apply to us.
How to Exercise Your State Privacy Rights
If you are a resident of a state with a State Privacy Law and wish to exercise your privacy rights or you need to obtain this notice in alternative format, write to us by email at privacy@markarch.com or by mail to Marketing Architects, Inc., 601 Carlson Parkway, Suite 110, Minneapolis, Minnesota 55305, Attn: Privacy.
Since we do not collect Personal Information, such as name, address, telephone number, or email address you will need to provide your IP address in order for us to assist you in exercising your privacy rights. You can find your IP address by using third party lookup services, such as www.ipvoid.com/my-ip (MA does not own or have any affiliation with such sites). Please keep in mind that devices using the same Wi-Fi network may have overlapping IP addresses and IP address can be changed by you or your internet service provider, so you may need to repeat these steps at a later time.
Contact
If you have further questions about this Privacy Policy, you may contact us at privacy@markarch.com.