AdDaptive Intelligence, Inc. (AdDaptive) is a advertising technology company headquartered in Woburn, Massachusetts, USA. We provide digital advertising services to brands, advertising agencies, and digital publishers through the use of our technology platform (Platform). Our Platform, which is used on behalf of our clients (Clients), manages digital advertisements across many channels, such as third-party websites, mobile apps, online video, streaming audio and streaming TV.
This overview describes key aspects of how the AdDaptive advertising technology platform (Platform) may use personal information. This overview is primarily focused on the types of information we obtain and/or use to provide our services on behalf of our Clients and how users can opt-out from “targeted advertising” and the “sale” or “sharing” of personal data under certain state privacy laws, such as The California Consumer Privacy Act (CCPA) and the Virginia Consumer Data Protection Act (VCDPA), as well as European data protection matters. In light of European data protection laws, our Platform treats the personal information of users in the European Economic Area (EEA) differently from users who are not in the EEA. The Platform uses high-level geographic identifiers to identify when a user appears to be located in the EEA. These high-level identifiers do not directly or indirectly identify any specific person.
Information collected from users who are outside of the EEA
This overview refers to cookies, pixels, tags, and the data collected, uploaded and used by Platform collectively as “Platform Data.” When our Platform is used on Client Sites, we automatically collect Platform Data from the user’s web browser. Additionally, our publisher and advertiser clients, as well as data providers, and our Demand Side Platform partner (Xandr), provide us with Platform Data to support advertising transactions. The Platform Data may include the following:
- Cookies
- IP addresses
- Hashed email addresses
- Location information based on IP address, postal address, latitude/longitude coordinates, business names, if provided to us
- Interest and demographic information
- Browser version
- Operating system
- Pages viewed
- Timestamps
When the AdDaptive technology is deployed on Client websites (Client Sites) and the user is located outside of the EEA, the Platform automatically receives information from the Client Site through the use of pixels tags and cookies.
- Cookies are small text files that contain a string of alphanumeric characters. When a user visits a website or views an ad, cookies are sent through the user’s web browser and stored on the user’s device.
- Pixel Tags are small images or strings of code on a web page. Pixel tags allow the operator of the web page, or a third party who serves the pixel tag, to set, read, and modify cookies. We use cookies in conjunction with pixel tags in our Platform for ad delivery and reporting purposes and to help make the online advertisements users see more relevant to the user.
Information collected from users who are in the EEA
Under the European Union’s General Data Protection Regulation (GDPR), Platform Data may be considered personal data (which we refer to in this overview as “personal information”). Platform Data may also be subject to the European Union’s laws, such as the e-Privacy Directive, relating to the use of cookies and similar Internet Technologies. For these reasons, the default settings of our Platform are different for users in the EEA.
When our Platform technology is deployed on a Client site, the Platform is set up so that it does not automatically collect Platform Data from users in the EEA. Some of our Clients are digital publishers that would like to re-engage with users after they have left the publishers’ websites. Our Platform will collect Platform Data from EEA users only if the user has first agreed to accept cookies, including the collection of Platform Data and its transfer outside of the EEA for purposes of serving web advertisements.
The digital publisher is responsible for providing any required data protection notices and collecting consent from any EEA user that it would like to target with digital advertisements. The digital publisher then passes that consent to our Platform. When an EEA user gives consent, a cookie is placed on their device, and the user can be targeted in the future when that cookie is recognized when the user visits a third-party website. The Platform then serves targeted advertisements based on that cookie via our Demand Side Platform partner (Xandr, www.xandr.com).
AdDaptive’s Role as a processor
In the terminology of the GDPR, AdDaptive is a data processor with respect to the Platform Data. In our role as a processor, we process Platform Data solely as necessary for the technical execution of advertising campaigns for our Clients. Platform Data is retained on our servers for the duration of the Client’s advertising campaign or as long as necessary for the purposes of carrying out and documenting our performance of the Client’s advertising campaign.
Opt-out of Targeted Advertising
If a user prefers that AdDaptive does not serve targeted digital advertisements, the user may opt out using the link below. When the user opts out, an opt-out cookie will be placed on the user’s device. The opt-out cookie tells AdDaptive not to use the user’s information for delivering relevant online advertisements. If the user deletes, blocks, or otherwise restricts cookies, or if the user uses a different device or Internet browser, the user will need to renew his or her opt-out choice. Users who have agreed to accept cookies and see advertising served by our Platform can revoke their consent at any time by using the same link.
Click Here to Opt-Out
California Privacy Rights
If you are a California resident, you have the right to request access to the Personal Data we have about you. With certain legal exceptions and limitations, you also have the right to request that AdDaptive delete your Personal Data. You may exercise the following rights by emailing us at privacy@addaptive.com. Exercising these rights will not cause AdDaptive to treat you or the data we have about you in any manner prohibited by applicable law.
i Right to Know
You have the right to request information about the categories and specific Personal Data we have collected about you, the sources of Personal Data, the purposes for collecting the Personal Data, and the third parties to whom we have sold your Personal Data or shared it for a business purpose and the types of Personal Data sold or shared. You may also specifically request information about any third parties with whom we have shared your Personal Data for those third parties’ direct marketing purposes. You may request this information by emailing us at privacy@addaptive.com.
In order to verify your identity, we may ask for some additional information from you (e.g., your email address, postal address, country or state of residence) In most cases, we do not store your email address or other identifiable elements. To verify your identity, we may ask you to provide some additional information about your device or web browser.
Note that you may only request access to your data twice per 12-month period.
ii. Right to Request Deletion
You have the right to request that AdDaptive delete your Personal Data. Subject to certain legal exceptions and limitations, AdDaptive will delete the data it has about you. To request that your data be deleted, please email us at privacy@addaptive.com.
In order to verify your identity, we may ask for some additional information from you (e.g., your email address, postal address, country or state of residence) In most cases, we do not store your email address or other identifiable elements. To verify your identity, we may ask you to provide some additional information about your device or web browser.
iii. Requests through an authorized agent
You have the ability to designate an authorized agent to make requests on your behalf. We may ask for additional information from you or your agent to confirm that they are authorized to make access and deletion requests on your behalf. In order to verify your identity, we may ask for some additional information from you (e.g., your email address, postal address, country or state of residence) In most cases, we do not store your email address or other identifiable elements. To verify your identity, we may ask you to provide some additional information about your device or web browser.
To exercise your right to request the disclosure, correction, or deletion of your personal data that AdDaptive collects, please email us at privacy@addaptive.com.
To exercise your right to request the disclosure, correction, or deletion of your personal data that Xandr, our Demand Side Platform partner, collects, click here.
It is important to note that, because AdDaptive and Xandr do not collect and store information that directly identifies an individual on the Platform, it is generally not feasible for us to verify individuals’ identities to provide or correct data that is tied to their identities, so we are unable to process access, correction, and deletion requests for most consumers.
Virginia Consumer Privacy Rights
In addition to the other rights discussed in this policy, if you are a Virginia consumer, as defined by the Virginia Consumer Data Protection Act (“VCDPA”), you have the right to: (i) request access to your personal data (as defined by the VCDPA) and request additional details about our information practices, (ii) request deletion of your personal data, (iii) opt-out of the “sale” and “sharing” of your personal data, and (iv) to not be discriminated against for exercising any of your rights under the VCDPA. Your options regarding the personal data we collect or receive about you are described below. For more information regarding the personal data we collect, use, and share, please review the preceding sections of this policy.
Your right to access, correct, and delete information collected and shared
Subject to certain exceptions, Virginia consumers have the right to request from AdDaptive:
- The specific pieces of personal data that we’ve collected about you;
- The correction of inaccuracies you find in the personal data that we’ve collected; and
- The deletion of the personal data we’ve collected about you.
To exercise your right to request the disclosure, correction, or deletion of your personal data that AdDaptive collects, please email us at privacy@addaptive.com..
In order to verify your identity, we may ask for some additional information from you (e.g., your email address, postal address, country or state of residence) In most cases, we do not store your email address or other identifiable elements. To verify your identity, we may ask you to provide some additional information about your device or web browser.
To exercise your right to request the disclosure, correction, or deletion of your personal data that Xandr, our Demand Side Platform partner, collects, click here.
It is important to note that, because AdDaptive and Xandr do not collect and store information that directly identifies an individual on the Platform, it is generally not feasible for us to verify individuals’ identities to provide or correct data that is tied to their identities, so we are unable to process access, correction, and deletion requests for most consumers.
Your right to ask us not to sell your personal data or serve you targeted ads
As noted earlier in this policy, AdDaptive uses your personal data to facilitate the delivery of targeted advertising, as defined by the VCDPA, to you. To opt-out of the serving of targeted advertising by AdDaptive and also tell us not to “sell” your personal data you can click here to opt-out of Xandr, our Demand Side Platform partner that we use to serve targeted advertising.
Consumer Request Metrics
The following metrics calculate the number of consumer data requests AdDaptive has received from consumers between January 1, 2024 – December 31, 2024. This information will be updated on an annual basis.
| Request Type | Requests Received | Requests Fulfilled in Whole or in Part* | Average Number of Days to Respond |
|---|---|---|---|
| Access Requests | 2 | 0 | 2 |
| Deletion Requests | 1 | 0 | 2 |
| Opt-Out of Sales Request | 1 | 0 | 2 |
*Requests may be unable to be fulfilled due to factors like the inability to verify the requestor’s identity, jurisdiction, or lack of response from the requestor when additional information is required. Due to the nature of the data AdDaptive collects on its Platform, we are unable to verify the identity of consumers when such requests are not tied to any other identifiers.
Contact Us
If you have any questions about this Overview or any privacy-related aspects of our Platform, please contact us at privacy@addaptive.com, or write us at:
AdDaptive Intelligence, Inc.
Attn: Privacy
500 Unicorn Park Drive.
Suite 300
Woburn, MA 01801