Attribution: An analytics model in which a user event is ascribed to a marketing activity. For example, a user may click on an advertisement, download an app, or make an in-app purchase – each of these actions is a user event in which the Platform performs Attribution. Customer: A person or company that promotes its product or a component of its product using the Platform. For example, a Customer may promote its mobile application, a specific promotion within its app, an app update, an event, or a company announcement, and use the Platform to perform Attribution for such events. Free App Analytics: Kochava, Inc., a Delaware corporation with its principal place of business located in Sandpoint, Idaho. Geographic Location Data: Non-precise, geographic data that determines location from IP address, GPS coordinates and/or Wi-Fi networks. For example, a Customer may collect Geographic Location Data from an IP address through the Platform to gain further insight into the performance of an advertising campaign. Non-Personally-Identifying Information: Information that, without the aid of additional information, cannot be directly associated with a specific person. Partner: A third-party with whom a Customer works to promote applications, networks, offers, and/or advertisements, including, but not limited to, ad networks, publishers, advertisers, affiliates, analytics providers, and data providers. Personally-Identifying Information: Information that can be directly associated with a specific person without any additional data. Platform: A back-end technology that provides Attribution using Unique Advertising Identifiers and/or Statistical Identifiers to measure the performance of a mobile ad campaign. Platform SDK: A computer code included in a developer’s mobile app to enable the developer to collect Unique Advertising Identifiers and Statistical Identifiers from the user for the purpose of measuring performance. Postbacks: Server-to-server communication that allows a party to share information. Statistical Identifiers: A method of providing Attribution when Unique Advertising Identifiers are unavailable. Statistical Identification involves the collection of publicly-available HTTP headers from an end user’s device. The Platform uses the HTTP headers to probabilistically determine which device is responsible for the Attribution and collects the following data points: country code, device brand, device model, device carrier, IP address, language preference, operating system name, operating system version, user agent (browser type), and timestamp. Unique Advertising Identifiers: Unique, user-specific character strings for advertising, which may be reset by the user. Examples of Unique Advertising Identifiers include IDFA (developed by Apple for the iPhone), Google Ad ID (developed by Google for Android), and Windows advertising ID (developed by Microsoft for the Windows Phone). Vendor: A company that provide services to Free App Analytics. Web Beacon: Code that is embedded in a web page that is usually invisible to the user and allows website operators to check whether a user has viewed a particular web page. Web Cookie: A string of information that a website stores on a user’s computer, and that the user’s browser provides to the website each time the user submits a query to that website.EU – U.S. Privacy Shield
Non-Personally-Identifying Information The Platform is designed to collect and use data such as Unique Advertising Identifiers, Statistical Identifiers, Geographic Location Data and other data provided by the Customer for Attribution. When an end user clicks on an advertisement, installs an app, or takes an action inside of an app, the Platform employs the Platform SDK to redirect links for purposes of collecting information, such as a Unique Advertising Identifier, to perform Attribution. The Platform also enables Customers to view and measure Non-Personally-Identifying Information provided by Free App Analytics, Customers, and the Customers’ other partnerships. Customers and Partners may also send Non-Personally-Identifying Information to the Platform via Postback. The Platform does not collect names, addresses, phone numbers, or financial information (like credit cards or banking information) from end users.Personally-Identifying-Information Free App Analytics does not choose or determine the types of data that are submitted to Free App Analytics’ servers, because such data collection is determined and submitted by its Customers. Free App Analytics’ Customers are contractually prohibited from transmitting Personally-Identifying Information to Free App Analytics. Under certain circumstances, IP Address may be considered personal data under the EU’s 1995 Data Protection Directive. As a precaution, we adhere to the EU – U.S. Privacy Shield and US-Swiss Safe Harbor frameworks due to the possibility that the European Data Protection Authority might deem some of the information we collect to be personal data. For more information regarding our EU privacy standards, see EU – U.S. PRIVACY SHIELD above. Information Security & Storage Duration We maintain strict physical, electronic, and administrative safeguards to protect all information submitted to Free App Analytics by our Customers. Customer Use of Data Collected Through the Platform Customers use information collected through the Platform to view reports and data related to their advertising campaigns. The Platform allows Customers to view and utilize the information to optimize advertising campaigns. Customers may also use the Platform to share their data with Partners, including measurement partners, advertising networks, and publishers, via Postback, data exports, and/or API calls. Customers may use the information they collect on the Platform for the following purposes, which include, but are not limited to:
- Measuring the performance of ad campaigns (for example, by comparing the lifetime value of a user against the expenses required to obtain that user);
- Measuring the value of particular end users;
- Measuring the performance of various Partners, including ad networks and publishers;
- Creating customized performance reports (for example, how well a particular advertisement is performing in a particular geographic region);
- Determining when end users respond to ads; and
- Device attribution.