Revised: August 1, 2019
Interactive Insights provides Connectivity Services designed to enable our clients to reach consumers with greater efficiency and more relevant messages across various digital channels, including online, mobile, email, and addressable TV.
Interactive Insights connectivity services
The Interactive Insights Connectivity and Context Services include data onboarding, linking, and distribution to companies and many of the players in the digital advertising industry to enable smarter targeting with more relevant messages and more accurate measurement. Onboarding is a service that loads 1st, 2nd and 3rd party data into the digital ecosystem (Customer Data Platform (CDP)), so it can be used for digital advertising purposes. The players include advertisers wishing to reach consumers, advertising supported websites, advertising supported apps, email marketing services, and addressable TV channels.
Today consumers interact with advertisers and brands through a variety of channels – offline and digital. This cross channel interaction is known as “omni channel.” Interactive Insights services are used to support these interactions for several types of entities in the digital advertising industry, including:
Marketing Platform Partners: Interactive Insights has established partnerships for distribution with hundreds of media and technology providers in the online, app, email, and addressable TV ecosystem. With these partners, Interactive Insights enables advertisers to display relevant ads, offers, rewards and surveys to specific individuals through websites, mobile apps, email, and addressable TVs.
Brands: Interactive Insights offers connectivity services to digital marketers that advertise to consumers:
Brands can onboard their proprietary offline and digital data for their own use to target advertising messages on their own website and/or their own mobile apps, and in email.
Brands can use their own onboarded proprietary data along with third party onboarded data to offer more relevant ads, offers, rewards, surveys and email marketing through Interactive Insights partners.
Brands can also connect performance information about their omni-channel ad and email marketing campaigns to understand how to improve the effectiveness of future campaigns. Performance information includes data about who viewed the ad, who clicked on the ad, as well as who actually responded in some way to the offer.
Other Digital Partners:
There are other players in the digital advertising industry that Interactive Insights partners with to enable our Connectivity Services. These include cookie, loyalty programs, affiliates, mobile and addressable TV match partners that allow Interactive Insights to recognize an individual across various channels. In addition, Interactive Insights sells Connectivity Services to other third party advertising service providers to help facilitate their offerings.
Connectivity services work across channels
Due to technical differences across the channels, Interactive Insights uses different approaches tailored specifically to each channel to provide our Connectivity Services. The common basis of these services is an ID that Interactive Insights assigns to an individual. The ID may be used in a personally identifiable state or in a manner that is not used to identify the individual, depending on the channel and the use.
Interactive Insights collects certain types of information in connection with our Connectivity Services. This includes personal data such as name, postal address, email address, and phone number if permitted by our partners and clients through policy notices they have provided to consumers. We also collect other data such as IP address, mobile device ID, and browser and operating system type and version. In addition, we handle, process, and share this data with our marketing platform partners in the course of performing our services; however we do not retain or use this data for our own internal business purposes unless permitted by our clients.
Interactive Insights Cookie-based Connectivity Services
Connectivity Services for cookie-based integrations are based on a Interactive Insights ID and a Interactive Insights cookie that together identify a browser. The cookie containing the ID is set when a consumer clicks on a offer, reward, or survey, visits the website of one of our cookie match partners as a registered user, or when a consumer opens certain emails from a cookie match partner. Because match partners know the consumer, they enable Interactive Insights to recognize the consumer as well and set the Interactive Insights cookie containing the appropriate ID.
For example, our match partners may enable us to place or recognize a cookie on your computer or device, and our match partners may share personal data with us, such as your name, postal address, or email address. Interactive Insights uses the personal data to link an ID to information stored in LiveRamp, and add context to the profile. We also may collect information such as the device’s IP address and browser or operating systems type and version. We use this information to recognize consumers and add context across different channels and platforms over time for the purposes of facilitating online advertising, analytics, attribution, fraud detection, and reporting purposes.
For cookie-based integrations, three types of connections are maintained. The first is the connection between Interactive Insights cookies and marketing platform partner cookies, a sync that enables Interactive Insights to distribute advertising data to partners on behalf of our clients. In this case, the Interactive Insights cookies containing Interactive Insights IDs are synced with cookies set by our marketing platform partners.
The second connection is between Interactive Insights cookies and LiveRamp and/or third-party data providers. In this case, LiveRamp and/or third party data providers onboard their data and Interactive Insights matches it to the appropriate Interactive Insights IDs, thereby connecting the data to the correct Interactive Insights cookie.
Finally, the third connection is between a brand’s data and the Interactive Insights graph. When marketers onboard their data, Interactive Insights associates the brand’s data with the Interactive Insights ID, thus connecting this data to the LiveRamp cookies.
Once all these connections are made, a marketer can use them to understand the context and relationship between their customers to run offers, rewards, surveys, ad's or email marketing campaigns perform and deliver ads or offline marketing to specific individuals when they visit a website with ad inventory. For example, we may facilitate the delivery of an ad to an individual in his or her web browser based on a purchase he or she made in a physical retail store, or we may enable a brand to send a personalized marketing email to that individual based on the fact that he or she visited a particular website.
Interactive Insights cookies are set with an RLCDN.com name and expire from Interactive Insights’s system after 90 days unless they are renewed or refreshed. Unlike web “tracking” cookies, Interactive Insights cookies do not “track” users’ behavior across websites. Instead, Interactive Insights cookies are used to recognize an individual so that relevant ads and email marketing can be delivered to the intended recipient.
Interactive Insights Mobile Connectivity Services
Connectivity Services for mobile ID integrations are similar to cookie integrations except they use the mobile advertising ID assigned to the device instead of a cookie – namely the Apple ID for Advertising (IDFA) and the Android Advertising ID (AAID). We associate the Interactive Insights ID with the mobile ID just like we would associate the cookie. Interactive Insights links marketing platform partners, third party data providers, and data from a brand to mobile devices through the Interactive Insights ID.
Mobile advertising IDs do not expire like cookies. Instead the device gives the user the ability to change the ID at any time, thus breaking the connection between the old ID and the device. Consistent with our online policy, Interactive Insights IDs are used to recognize individuals so relevant ads and offline marketing can be delivered and campaigns can be measured.
Interactive Insights Addressable TV Connectivity Services:
Connectivity Services for addressable TV integrations are similar to online and mobile services except they use the subscriber ID assigned by the carrier to the set-top box instead of a cookie or a mobile ID. We associate the Interactive Insights ID with the subscriber ID just like we would associate the cookie or mobile ID. Interactive Insights links marketing platform partners, third party data providers, and data from a brand to subscriber IDs through the Interactive Insights ID.
Addressable TV subscriber IDs do not expire like cookies. Instead the carrier gives the user the ability to determine if they wish to see targeted advertising on their TV. Consistent with our online and mobile policy, Interactive Insights IDs are used only to recognize individuals so relevant ads can be delivered and campaigns can be measured.
Personal Data versus Anonymous Connectivity:
Interactive Insights may recognize an online, mobile or addressable TV user in two ways. First when our match partner shares personal data with us, or second when they share other information with us that is not used to identify individuals. When they share personal data, we can recognize a consumer on an identifiable basis. However, to preserve user privacy, we create a unique Interactive Insights ID when we combine it with other anonymous data.
Interactive Insights values the preservation of consumer privacy, designing its systems and services to treat personal data and other information that is not used to identify individuals with utmost care. Interactive Insights chooses the appropriate Interactive Insights ID, either personal data or de-identified, based on the services it has been asked to perform; it does not mingle the two in any way that compromises user protections or choice.
The data we hold is non-sensitive personal data and not subject to any sector specific data retention requirements. We retain data collected for our data products for as long as it is useful in our products, either as an actual variable or in order to derive other variables. Personal data not used for any purpose is deleted. If someone objects to us processing their data, we will remove it from our data products, and then from our environment in accordance with our data deletion cycle unless we have a valid justification to hold on to it such as to resolve disputes or comply with our legal obligations.
Your choices and how to contact us about Interactive Insights data connectivity services
Opting-out of Interactive Insights connectivity services
Interactive Insights requires that our partners meet the same high standards we have. We contractually require that our match partners employ notice and choice mechanisms, and we work with other information service providers and our partners to assist them in following their respective industry standards.
How to contact us
If you wish to contact our privacy team about Interactive Insights Connectivity Services, please send an email to firstname.lastname@example.org. Our principle place of business is 316 2nd S, Ste 300, Seattle, Wa, 98104
If you consider that our processing of your personal data infringes data protection laws, you have a legal right to lodge a complaint with a supervisory authority responsible for data protection.