Privacy Notice

What does this privacy notice cover?

Your privacy is a top priority at ownerIQ. This privacy notice governs and details the main privacy principles we apply to the data we collect through our ad tech services.

To access our privacy notice governing our corporate website only, please scroll down to the Website Privacy Notice paragraph or click here.

About ownerIQ’s services

At ownerIQ, we collect data about the products and services that people own, use or have shown interest in, and use that data to help advertisers and publishers (websites and mobile apps that provide products, services, content and media) provide relevant advertising and content to those people as they browse the internet or utilize an app on a mobile device. For example, if you visit and browse on Website/mobile application A, on a subsequent online visit to Website/mobile application B, you may see ads personalized by your browsing history on Website/mobile application A. This is called Interest Based Advertising. For more information on how it works, please click here.


With our service, you should receive advertisements that are more relevant to you, based on current buying behavior, than the standard advertising you would receive otherwise. Services like ours also enable your favorite blogs for free, and keep your favorite stores in business, including small businesses who have small advertising budgets that need to be efficient and reach the right potential customers.

Data Collection and Use

We collect and use browsing data to serve online ads. The data we use in delivering the personalized online ad is tied to a device, but does not, by itself, identify an individual. We focus on using browsing data that indicates products and services that people own, use or have shown an interest in.

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We identify specific events that occur prior to a consumer purchase or taking a desired action on an advertiser’s ad campaign. We use such data to focus an ad campaign on consumers who browse in similar patterns online.

The data we collect is used to increase the relevancy of the ads being displayed to your device, along with reporting purposes, to give our customers and partners more information about the performance of their advertising campaign and to improve performance over time.

We use browsing data

To serve relevant ads, we single out patterns of general purchase behavior but we do not willingly use data that would identify a particular individual (such as name, phone number, address, etc.) in delivering the online ad. We collect and use data related to your device’s browsing activity, through cookies, mobile advertising identifiers (such as Apple IDFA or Android Advertising ID, also known as Google Advertising ID) or statistical identifiers, that record:

  • Events related to your device’s activity on our advertising customer’s website (such as the number of pages viewed, the products viewed, date and time of browsing).
  • Information related to your device (browser type, device type, operating system, version, IP address*).
  • Events related to our ad serving activity such as the number of ads displayed to your device, and ads clicked.

The above list is called device-identifiable information (DII). It identifies a particular device but not a particular individual. DII is sometimes described as pseudonymous data.

Note: *In compliance with industry standards, we use full IP addresses:

  • For fraud detection purposes to help alert us to situations which could not have been caused by human behavior, such as a massive amount of clicking in a limited period of time; or
  • To extract geographical information.

We may also collect technical identifiers from our advertising partners for the purpose of linking browsers (“ID syncing”). For that purpose, we process and store:

  • Technical IDs of our advertising partners, and/or a hashed version of your CRM ID or of your email address. We use a hashing method to turn your email address into a series of characters that does not identify you individually. For example, a hash of would be 765D64036CC8EC496F31DD0C242DBECA.
  • Mobile advertising IDs (such as Apple IDFA or Google Ad ID) which are specific technical data created by mobile manufactures to allow personalization and customer analytics in a secure and non-identifying way for users. Mobile advertising IDs are resettable and/or limited by the Limit Ad Tracking option in the device settings.

Data from trusted partners

We may use a combination of basic, publicly available demographic data points to place device IDs into pre-defined market segments, such as “middle-income renters without children” or “middle-income, middle-aged homeowners and renters with children.” These segments consist of groups of households with similar demographic and life-stage characteristics.

We may also receive device-identifiable information ("DII") from other sources. For example, we might receive data from a third party that indicates that in a geographic area, a certain model of car is popular and therefore people located in that general area might be interested in an ad for similar cars. We combine this information with the information we collect directly.

As discussed in the section above, some of our advertising customers may contribute personally identifiable information ("PII") from their Customer Relationship Management ("CRM") software, such as name, address, email address, and associated transactional information. CRM data may reflect online or offline interactions with a particular advertiser, publisher or retailer. The PII is converted to a non-personally identifying technical ID before being used in providing advertising to your device. Our customers acquire and use this data on our platform to understand which kinds of households or individuals are likely to be interested in their products and services, to communicate with those customers and prospects, and to further refine and improve their advertising campaigns.

At the direction of our customer, we use and may disclose CRM data along with information such as log data in order to measure the effectiveness of advertising campaigns and for other reporting and analytic purposes.

Data we do not collect or use

We do not collect hardware-based identifiers such as universal device identifier (UDID) or Mac address.

We do not use sensitive data (such as sensitive health information generally regarded by most people as sensitive), certain aspects of a user’s personal life or financial situation (such as credit, insurance or employment eligibility), or use of, or interest in “adult” products or services for interest based advertising. You can review our standard health segments here.

We do not create segments to specifically target children under 13 years old.

Our pixel platform is set to not collect personal data from devices which appear to be physically located in the European Economic Area (EEA). In other words, if your device appears to be located in the EEA, our technology will not place an interest-based advertising cookie ID or other similar identifier.

We may share aggregated data

We aggregate general consumer data and disclose such information to advertisers and other third parties for marketing, promotional, and other purposes. We also disclose aggregated user statistics (for example, the general browsing behavior we see online shows 15% own plasma TVs) in order to describe our services to prospective customers and partners, and other third parties, and for other lawful purposes.

The Technology - How We Collect Browsing Data

ownerIQ collects data via technical cookies placed on your computer browser and mobile advertising IDs (such as Apple IDFA or Android Advertising ID, also known as Google Advertising ID) in environments that do not support interest-based advertising cookies, such as mobile apps.

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Cookies, Web Beacons, and Other Ad Targeting Technologies

We “tag” visitors to our partners’ websites with browser cookies. Visitors tagged by us are given a technical ID (a random string of numbers and letters). We do not store or use personally identifiable information, such as name or address, in the cookie or with the technical identifier used to deliver the online ad.

The browser cookies track the products viewed by the visitor and the page visit of the partner for whom we are delivering ads. Pixels are used to transfer browsing data from visitors of our partner’s websites to our servers.

A cookie is a small text file that contain a string of characters and uniquely identifies a browser. Cookies are used by websites to recognize a computer they have encountered before. Most of the websites you visit use cookies to enhance the user experience on those sites.

A pixel tag (also commonly known as a web beacon, transparent GIFs, or web bugs) is an often-transparent graphic image that is placed on a website that allows tracking of general user traffic patterns. Pixel tags are used in combination with cookies.

Mobile Advertising Identifiers (e.g., Apple’s IDFA or Google’s Ad ID) are unique IDs that are associated with an individual mobile device and do not reveal your real world identity. They are user-resettable and/or limited by the Limit Ad Tracking function in the mobile settings.

Statistical identifiers (sometimes referred to as non-cookie technologies) are created via an algorithm using pseudonymous information about your computer or device, including the operating system, user-agent string, IP address, Internet browser, and similar information. This information makes your computer or device distinct enough for systems to determine within a reasonable probability that they are encountering the same computer or device, including in environments where our cookies are not supported. These statistical identifiers are not 100% accurate.

Our customers’ advertisements are displayed on websites, also known as “publishers,” which usually provide free or low cost services, content and media. These publishers may also place cookies on your browser. These cookies are there so the publishers recognize that we have placed a personalized advertisement available for your browser.

We work with ad exchange platforms to buy ad placements through auctions. Before the auction, we link our ID with the ad exchange platform and then participate in the auction by sending the bid price and the banner code to display.

We may place ads on websites that are part of the Google Display Network. Based on your visits to these websites, Google uses an advertising cookie from DoubleClick to associate your browser with interest and demographic categories. Google then uses these categories for interest based advertising on these websites. To learn more about this and your choices from Google, please click here.

Cross-Device Mapping

Cross-device mapping is the process of making inferences that certain devices are related to each other, i.e. they belong to the same user or household. This is done using either “statistical” or “deterministic” methods (or a combination). “Statistical” refers to using mathematical techniques to make intelligent guesses that certain devices are related. “Deterministic” means using known relationships, for examples logins that use the same email address or other personal information, to link multiple devices to a single user. When this method is used, companies typically mask the actual email address (e.g., hashing it).

For interest-based advertising, and ad delivery and reporting, we use a combination of our own cross-device mapping technology and Tapad’s cross-device technology. This means we try to identify when a consumer has seen our interest-based ad on one device and then purchases the item or service from the ad on another device. This also means that information about your online browsing data on one device may be combined with data from your other devices. Tapad may use this information to improve its products and services. Tapad may share information with other companies regarding the connections among your devices. For more information about how Tapad uses cross-device information, please visit the Tapad Privacy Policy.

User Choices

If you do not want to receive ads displayed by ownerIQ based on your browsing, you can opt out as described below.

European Economic Area: Please note we do not place cookies, or other persistent device identifiers, on devices which appear to be physically located in the European Economic Area. You do not need to opt out – your device is not in our systems. If you click “Opt Out,” you may receive an error message due to your device not being recognized by our systems.

Safari (i.e., Apple browser): Due to Apple's Intelligent Tracking Prevention feature, please opt out via NAI industry opt out platform (NOT the link below).

To opt out and/or check your opt out status please click here.

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Online web browser environment

When you select “Opt Out”, we will place a “blank” or “blocking” cookie on your browser. We must maintain the opt out cookie on your browser in order to recognize you as having opted out from our service. You must opt out again if you clear that cookie from a browser, or use a new device or browser to access the internet.

Selecting “Opt Out” means the advertising you receive from ownerIQ will not be personalized, i.e., not based on your device’s browsing activity. You will still see advertising everywhere you normally would. It will also not impact cookies or tracking which may be on your browser from other sites.

Please note that if you are using an ad-blocker, you may have to pause blocking or whitelist our website.

The Ghostery browser extension is also a good tool to see a list of all third-party cookies on each website you visit and allows you to selectively opt out. You can opt out of ownerIQ through the Ghostery browser extension.

You can also opt out through industry opt out platforms: NAI opt out platform, DAA opt out platform, or DAAC (Canada) opt out platform. The industry opt out platforms offer one place to review and opt out of any or all of its members. Note: The industry opt out platforms are not additional steps for opting out of ownerIQ; just additional ways to opt out.

As described above, we elected to provide mechanisms of choice through our opt out and through industry platforms and do not respond to web browser do not track signals.

Mobile app environment

Within a mobile device like a smartphone or tablet, the web browser environment and in-app environment are separate. If you do not want to receive ownerIQ personalized ads whatever environment browsed, you must disable our services for both the online web browser (as in the previous section) and mobile app environments.

For personalized ads in the mobile app environment, you can opt out by clicking on the opt out button accessible through the AdChoices icon integrated into our ads.

You can also opt out by downloading DAA AppChoices mobile app (Google Play Store or Apple App Store) and selecting ownerIQ.

Please note: The procedures described above will only opt out of interest-based ads that are displayed by ownerIQ. If you want to disable other services, please refer to your operating system settings, or follow instructions below:

You can typically opt out at the mobile platform level by the limit ad tracking within the settings function, as described below.

Android Users

To use the “opt-out of interest-based advertising” option, follow the instructions provided by Google here: Google Play Help.

Please note that this is a device setting and will disable interest-based ads from all providers, and not just for ownerIQ.

iOS users (version 6 and above)

To use the “Limit Ad-Tracking” option, follow the instructions provided by Apple here: Apple Support Center.

Please note that this is a device setting and will disable interest-based ads from all providers, not just for ownerIQ.

Cross-Device Mapping

As described above in “Data Collection and Use,” we use a combination of our own technology and Tapad’s technology to link devices in a non-personally identifying way. To learn more, please visit Tapad’s Privacy Policy.

NAI also provides additional guidance on all your opt out options.

ownerIQ Commitments and Adherence

We support transparency and control for consumers.

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We are members of the following privacy organizations:

NAI logo  Network Advertising Initiative

DAA logo  Digital Advertising Alliance

DAAC logo  Digital Advertising Alliance of Canada

ownerIQ adheres to industry guidelines, including the Codes and Principles promulgated by the organizations listed above, with respect to your privacy, and continues to review these guidelines in relation to our posted privacy notice in order to ensure the protection of consumer information. Our membership in the privacy organizations listed above represents our commitment to adherence to their privacy principles and standards. Each of the organizations listed above provide industry opt out platforms which you can access by clicking on their names.

Data Security and Retention

We have implemented reasonable security measures to protect information from loss, misuse and unauthorized access, disclosure alteration or destruction. Our security systems include authenticated access to internal databases, audits of procedures, and regular reviews of overall web security.

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Our cookies are set to expire after 5 years after last encounter with our pixel. The cookie is updated based on your device’s visit to a website that has our pixel. Aggregate reports generated from such data may be retained for a longer period, as ad delivery and reporting.

ownerIQ Corporate Website Privacy

The ownerIQ corporate website ( provides general information about us. It collects and uses device-identifiable information ("DII") and voluntarily provided personally identifying information ("PII").

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You can browse the Site without providing any PII. You may choose to provide PII to us voluntarily if you interact with the Site in certain ways, such as apply for employment with us or using one of our contact forms.

We may collect PII on individuals or companies who are inquiring about doing business with us in some capacity. We maintain this information for the purpose of assessing working relationships with the individuals or companies who have submitted information. For example, if an individual submitted their email address and asked for information regarding one of our products, we will maintain that information for the purposes of assessing the opportunity and potentially contacting that individual and/or company with a response to the inquiry.

None of the PII that may be collect will be used for any other purpose except as may be required by law. We do not disclose PII to third parties except third party service providers, such as operational services. Notwithstanding the foregoing, we may disclose PII at any time regarding a particular individual and any other information collected to third parties if we are required to do so by law, warrant, subpoena, regulation or court order.

We may also collect device-identifiable information ("DII"), through the use of technologies such as cookies, as explained in the Data Collection and Use and ownerIQ Technology sections above, on the Site. We may use this DII for purposes including enhancement of our services; marketing, interest-based advertising, and to more effectively match our website content to your interest.

Our website may contain links to other websites. We may partner with third parties who collect information from the Site. We are not responsible for the privacy practices or the content of those sites. Users should be aware of this when they leave our site and review the privacy statements of each website they visit that collects information, or visit to learn more about interest-based advertising and to see your opt-out choices from other participating companies that may be collecting and using data on the Site. This Privacy Notice applies solely to the information collected by ownerIQ.

Our Site may include social media features such as the Facebook “Like” button. These features, which are either hosted by a third party or directly on our site, may collect your IP address and the URL for the page you are visiting on our site. In order to function properly, the features set a cookie. Your interactions with these features are governed by the privacy notice of the company that provides them.

Our website is not intentionally directed at children under the age of 13. We do not knowingly collect information from children under the age of 13.

Site Visitors from outside the United States:

ownerIQ and its servers are located in the United States and are subject to the applicable state and federal laws of the United States. We have implemented technical controls to prevent the placement of interest-based advertising cookies and other similar pseudonymous identifiers on devices which appear to be physically located in the European Economic Area.

Contact Us

For any questions on this privacy notice:

By email:
By mail:
ownerIQ, Inc.
27-43 Wormwood St., Floor 6
Boston, MA 02210
Attn: Privacy Officer

Business Transfers: We are always seeking to improve our sites and our business. If all or part of ownerIQ is sold, merged or otherwise transferred to another entity, our technology, DII and PII may be transferred as part of that transaction. In these circumstances, we will require that information to be used by our successor in a manner that is consistent with our Privacy Notice in effect at the time we receive the information.

Please note we may update or change this privacy notice. If we revise our privacy notice, we will post those changes to this privacy statement, and to other places we deem appropriate, so that you are aware of what information we collect, how we use it, and under what circumstances, if any, we disclose it. If we make material changes, we will notify you by means of a notice on this site prior to the change becoming effective.

Effective Date: May 24, 2018; updated July 26, 2018.