An ad server essentially is responsible for delivering an ad that is shown on a web page or a mobile app. In a matter of milliseconds, communication material is sent to several servers in the process of selecting and delivering an ad.
Beacons, Pixels, and Tags:
Beacons, more commonly known as web beacons or pixels and tags enable online advertising companies to collect data and offer services such as measurement or fraud prevention, on web sites by allowing communication between a web browser and a server. A small transparent image that is placed on a web page is called a beacon. A tag on the other hand is a small piece of website code that is run by the web browser.
A cookie is a small text file that is stored in a web browser by a website or an ad server. By doing so, websites and servers can remember preferences or recognize browsers from one visit to website to another.
This is a way to use information collected across multiple web sites or mobile apps to predict user preferences and show ads that are more likely to intrigue them.
The mobile app version of a beacon or tag is known as a mobile SDK. It is a piece of computer code that publishers include in their apps to enable ads to be shown and to provide other services such as measurement or fraud prevention.
The online world today is increasing in complexity constantly. With a proliferation of new devices, software platforms, online services, and other technology, cookies are not always available. Therefore, usage of alternative methods to distinguish devices are quickly becoming popular. For instance, some platforms, such as Apple’s iOS and Google’s Play Services for Android, provide unique IDs to be used for advertising. Most mobile devices are assigned unique IDs that also may be used to distinguish devices. It is even possible to use mathematical techniques to make intelligent guesses about recognizing devices.
Precise Geographic Location:
Most mobile devices are capable of sharing precise geographic locations with apps or websites that require access. Location can also be pin pointed through GPS coordinates and information about wifi networks in the vicinity. Devices such as iPhone or Android phones usually require the user’s consent before accesses the device’s precise geographic location. The app, in turn, may make this information available to third party advertising companies so the ads shown are more relevant.
Real-Time Transactions (Also called Real-Time Bidding or Programmatic Advertising):
Advertising buyers are able to bid in “real time" for the opportunity to show an online advertisement when a web page is loaded or an app is used. The winning bidder gets to show its ad.
Aftermarket is a platform powered by Appnexus where clients buy, sell, and deliver online advertising, including interest-based advertising, through real-time bidding. Aftermarket does not buy, sell, or deliver ads on its own, but provides the technology required. It is designed to enable other companies to buy, sell, or deliver advertising using “Platform Data” that clients may collect using the platform, derive from their use or acquire from other sources. The Privacy Statement below describes how Aftermarket handles platform data that is collected or used on the platform by and on behalf of clients.
Platform Data includes data elements such as information received from the web browser, operating system, or devices, including information about the browser type and browser settings, information about the operating system or device, the web address of a web page visited, the name or type of mobile app, the address of the referring web page, the IP address of the device, cookie information, and other information about a web page or app. Collectively, this data might be called HTTP header data or clickstream data. This also includes information about the geographic location. It may also include inferences or information about users’ interests that are created, acquired, or used by clients. Aftermarket does not collect, use, or allow on the Platform, data that directly identifies an individual, such as name, address, phone number, email address, or government identification.
Aftermarket Cookie Statement
Although the specific cookies may change from time to time, this describes the purposes for which the Aftermarket Platform employs cookies to operate, and enable clients to use. For a detailed description of cookies set by the Platform, see Appnexus Cookies.
Note that the Platform may also use some Non-Cookie Technologies as defined above.
- The Platform uses unique cookies to identify web browsers and to store data for advertising purposes, including interest-based advertising
- The Platform uses unique cookies to store ad delivery and reporting data for clients, such as, for example, which ad was shown, the number of times a particular ad has been shown, and how recently an ad has been shown to a particular web browser
- The Platform uses unique cookies to enable ad buyers to track users' responses to ads purchased on the platform
- The Platform uses non-unique cookies for server load-balancing and similar technical purposes
- The Platform uses non-unique cookies to store users' opt-out choices
- Aftermarket is designed to use only Platform Data, as described in this document, and it has contractual provisions that prohibit clients of the Platform from associating Platform cookies with data that directly identifies an individual
Aftermarket Privacy Statement
This privacy statement describes Aftermarket’s practices and policies with regard to the Platform Data that is collected or used on the Platform on behalf of its clients.
|What information do we collect and use?
||The Platform is designed to collect and use only Platform Data as described in this document.
|How do we collect information?
|For what purposes do we use the collected information?
||Aftermarket uses the information to provide, operate, manage, maintain, and enhance the Platform.
|What information do we share with third parties?
||Clients have access to their Platform Data that is collected and used on the Platform. Aftermarket may provide Platform Data to partners and service providers for the purpose of operating managing, maintaining, or enhancing Aftermarket’s services, or as required by law. Aftermarket does not share the information collected on the Platform with others, unless legally required.
|How is this information stored and how long is it kept?
||Platform Data is stored for up to 18 months from the date of collection, and is then aggregated as per security standards.
|What are your choices?
||Web browser users may opt out of use of the Platform for interest-based advertising in their web browser. Mobile app users have access to choices provided by certain apps or in their device system software.
|What happens if this privacy statement is changed?
||Check this policy for changes. Material changes will not be applied to previously collected Platform Data.
||You can get in touch with us directly
What Information Do We Collect and Use?
- The Aftermarket allows clients to collect and use Platform Data.
- The Platform enables clients to use information provided by third-party sources.
- Aftermarket does not collect, use, or allow its clients to transfer to or use the platform data that identifies an individual’s personal information, such as name, address, phone number, email address, or government identifier.
How Do We Collect Information?
For What Purposes Do We Use The Information?
- Aftermarket uses the information collected on the Platform to provide, operate, manage, maintain, and enhance the Platform.
- The Platform enables the clients to use their Platform Data to buy and sell online advertising, including interest-based advertising, using real-time transactions.
- Particular advertising-related purposes for which the clients may use the Platform Data on the Platform include:
- Interest-based advertising (To opt out of interest-based advertising on the Platform, go to the “What are your choices?" section below.)
- Limiting the number of times a user sees a particular ad
- Showing ads in a particular sequence
- Customizing ads to a particular geographic region
- Showing ads related to the content of the web page on which they are shown
- Determining when users respond to ads
- Reporting aggregated statistics regarding, for example, the effectiveness of online advertising campaigns
Typically, companies using a platform such as Aftermarket own the data that they provide to and derive from the Platform. While Aftermarket is designed to use only certain types of data, and clients’ are prohibited from bringing data onto the Platform that directly identifies an individual, when clients remove their data from the Platform, their use of data is governed by their own privacy policies and applicable laws, rules, or regulations.
What Information Does Aftermarket Share With Third Parties?
It may, to provide, operate, manage, maintain, and enhance Aftermarket’s services, provide Platform Data to partners and service providers. It may provide, or enable others to collect, information for purposes of detecting and preventing malicious activity or invalid traffic. In addition, Aftermarket may disclose such information in the event we reasonably suspect malicious activity or invalid traffic, or believe that we are legally required to do so. Aftermarket may also share aggregated data derived from the Platform, including, for example, statistics about Platform activity. Clients have access to their Platform Data that is collected and used on the Platform. Finally, we may transfer Platform Data to a successor entity in connection with a corporate merger, consolidation, sale of assets, bankruptcy, or other corporate change.
How Is The Information Stored And How Long?
- Aftermarket uses generally accepted industry security standards on the Platform.
- Platform Data is retained in the Platform in non-aggregated form for up to 18 months from the date of collection. Aggregated data is used for reporting and analysis, and may be stored in the Platform for up to 2 additional years.
- When clients remove their data from the Platform, their storage and retention of data is governed by their own privacy policies and applicable laws, rules, or regulations.
You can opt out of interest-based advertising.
Aftermarket Web Browser Opt Out: You can click below to opt out of having the Platform used to select ads for your browser based on your online web browsing behavior. When you opted out, an opt out cookie (from adnxs.com) will be stored in your web browser. The Platform will know the choice you have made when it sees your opt out cookie, and will apply your choice to all companies’ use of the Platform. If you block or delete the opt out cookie, the Platform will not see your choice.
- The opt out cookie may not work if your browser is configured to block third-party cookies.
- If you delete your cookies, you will need to opt out again. There are browser plugins to help you preserve your opt out cookies.
- The opt out only applies to the browser in which you set it.
- To learn more about interest-based advertising, and to access the opt out options of other online advertising companies, visit the Network Advertising Initiative opt out page.
Aftermarket App Opt Out: Mobile device system software such as Apple iOS or Google Play Services provide an opt out choice that will be communicated to companies providing in-app advertisements. You can find more information, or to opt out using these mechanisms in your device settings.
Aftermarket supports industry self-regulation, and endorses best practices and self-regulatory requirements that apply to the Platform. As Aftermarket holds a seat on AppNexus, it is in compliance with the Network Advertising Initiative (NAI), and adheres to the NAI Code of Conduct for Web. Additionally, the following industry sites provide useful information about industry self-regulation of interest-based advertising:
U.S.- E.U. Safe Harbor Framework And U.S.- Swiss Safe Harbor Framework
If we transfer personal information from the European Union to the United States, we adhere to the principles of the U.S.- E.U. Safe Harbor Framework and U.S.-Swiss Safe Harbor Framework, as set forth by the U.S. Department of Commerce (http://export.gov/safeharbor/). For questions or complaints related to the collection, retention, or use of data under either of the Safe Harbor Frameworks. Unresolved privacy complaints under either of the Safe Harbors will be referred to the American Arbitration Association as an independent dispute resolution mechanism.