Privacy Policy and Retention Schedule

Last Updated: March 2025

Introduction

Unacast, Inc. (“Unacast,” “we,” “us,” or “our”) values individuals’ (“you” or “your”) privacy. In this Privacy Policy (“Policy”), we describe how we and our corporate affiliates may collect use, store, and disclose your information as it relates to:

• Our data services – these are the data products and services that we provide to our Customers (the “Data Services”); and
• This website, www.unacast.com (the “Website” or “Site”).

Our customers (“Customers”) are entities that use our Data Services.

Our partners (“Partners”) are companies that collect information from individuals, including, their mobile device’s location information, and provide that information to us in different data sets so that we can assist our Customers.

By visiting the Website, you agree that your information will be handled as described in this Policy. Your use of this Site is subject to this Policy.

Please note that this Policy does not cover our Customer’s use of the information we provide to them. Our Customers may associate the information we provide with additional information they have from other sources and may use this combined information for a variety of purposes, such as, targeted advertising, consumer insights, foot traffic analysis, fraud detection, law enforcement, and national security.

If you are located in the European Economic Area (EEA), the United Kingdom, or Switzerland, please refer to the EEA, U.K., & Switzerland Privacy notice here.

Who We Are

Unacast is the leading provider of mobility analytics and real-world location intelligence. Our technology verifies mobile consumer attendance at millions of places, points-of-interest, and local events, providing unprecedented insight into consumer activities and interests. We provide our Customers with location-based data services and analytics services based on inferred interests and matching of Location Data (defined below) against place and event data. Our Customers rely on our Data Services to power mobile advertising and marketing campaigns and use our data services to more deeply understand their customers, acquire competitive intelligence, to conduct law enforcement activities and enhance national security, and to provide and improve the services they offer to their own customers.

Description of Services

Unacast collects and processes various types of information from mobile devices which we receive from our third-party partners. These third-party partners are owners of mobile applications (“App(s)”) or data aggregators who primarily receive data from software development kits (“SDKs”) in Apps (SDKs allow developers to embed certain third-party functionality into their own software applications). They may also receive data from (i) WiFi routers, and/or (ii) Bluetooth beacons (these are devices placed in stores that emit Bluetooth signals and collect ID information of smartphones in their vicinity to provide related advertisements to those smartphones).

The data we receive from our Partners includes location data in the form of latitude/longitude (“Location Data”), which is associated with a mobile advertising ID, such as Apple’s Identifier for Advertisers ( IDFA) or a Google Advertising ID (Advertising ID/Ad ID). Each mobile advertising ID allows us to identify each unique mobile device and is used by advertisers and marketers to display ads to your device. Using proprietary algorithms, Unacast cleanses, processes and merges the Location Data that we receive from all sources to create a portfolio of derivative Location Data products and tools. We also may receive other information from our third-party partners about a mobile device, such as IP address and Device User Agent Data (as defined below).

Additionally, we create virtual boundaries, known as geo-fences, around locations of interest, such as shopping centers, restaurants, and events, like professional sports matches, concerts, and county fairs. We then combine the Location Data we receive with our geo-fences, and other information that we create and collect about physical locations, such as venue, hours of operation, and events, and use such combined data to make inferences about the types of activities or events users of such mobile devices enjoy or spend time doing. We use the Location Data and the resulting inferences to provide our Data Services to our customers.

Our Data Practices

1. Information We Collect About You
2. How We Use Your Information
3. How We Share Your Information
4. Supplementary Information for Individuals Residing In Select U.S. States
5. Our Use of Cookies and Other Tracking Mechanisms
6. Third-Party Links
7. Security of Your Information
8. Privacy Choices
9. Retention
10. Children‍
    

1. Information We Collect About You

We collect the following information when you browse or submit an inquiry on our Website, contact us to request information about our products and services, or apply for a job.

We collect the following information about you from our Partners and use it to provide our Data Services:

2. How We Use Your Information

Unacast uses information we collect through our Website for the following purposes:

• Providing and Improving Our Services. We use your information to provide, improve, and personalize our services to you.
• Marketing and Communications. We use your information to communicate with you about our services, respond to your inquiries, administer surveys and questionnaires, to provide customer service, and for marketing and promotional purposes. For example, we may use your information to send you news and newsletters, special offers, and promotions, or to otherwise contact you about products or information we think may interest you. We also may use the information that we learn about you to assist us in advertising our services.‍
• Research and Analytics. To better understand how you access and use our Website, and for other research and analytical purposes.‍
• Protecting Rights and Interests. To protect the safety, rights, property, or security of Unacast, our services, any third-party or Partner, or the general public; to detect, prevent, or otherwise address fraud, security, or technical issues; to prevent or stop activity that Unacast, in its sole discretion, may consider to be, or pose a risk of being, an illegal, unethical, or legally actionable activity; to use as evidence in litigation; to conduct audits; and to enforce this Policy.‍
• Legal Compliance. To comply with applicable legal or regulatory obligations, including as part of a judicial proceeding; to respond to a subpoena, warrant, court order, or other legal process; or as part of an investigation or request, whether formal or informal, from law enforcement or a governmental authority.

Unacast uses the information we receive from our Partners to provide Data Services to our Customers. We do not use information collected through our Website to provide our Data Services. Using the information we receive from our Partners, we create a portfolio of your device’s Location Data records that are associated with your mobile advertising identification number. We also create virtual boundaries called “geofences” around locations of interest, such as shopping centers, restaurants, and events. We take your device’s Location Data and combine it with these geofences, as well as other information noted above, to determine the venues and events you attended and to infer your preferences. As part of our Data Services, we also:

• Categorize device users into interest segments called “personas” and “audiences.” You can view a list of our audiences at the following link: https://www.unacast.com/products/advertising-audiences .
• Track key performance indicators throughout the length of an advertising campaign and determine whether a MAID that was served an ad visited a particular store or location;
• Create insights and trends about consumer behaviors, including foot traffic at and surrounding a particular location and predicting future behavior; and
• Create competitive consumer intelligence for our Customers, such as identifying new customers that may be interested in their offerings, targeting and enhancing marketing and advertising capabilities for our Customers.

We do not use the information we collect about you to determine employment eligibility, credit eligibility, insurance eligibility, underwriting, or for pricing purposes.

3. How We Share Your Information

We may share your information as follows:

• Affiliates: We may disclose your information to our affiliates or subsidiaries; however, if we do so, their use and disclosure of your information will be subject to this Policy.‍
• Service Providers: We may disclose the information we collect to third-party vendors, service providers, and contractors or agents, who perform functions on our behalf.‍
• Customers: When we provide our Data Services, we share with our Customers your information, including your device’s location information, mobile advertising identifier, venues and events you attended, interest segments, and device information. Our Customers may use this information for purposes such as advertising attribution analysis and services; marketing and personalized advertising; market research, including consumer research; business intelligence, such as consumer insights, foot traffic and analysis; providing fraud detection analytics and services; movement intelligence analytics; providing security services; law enforcement and national security; and public-health. In some circumstances, our Customers may also resell your information to other third parties for similar purposes.‍
• Data Management Platforms and Third-Party Ad Networks. We disclose your information, including your mobile advertising identifier and interest segments, to third-party ad networks to provide you with targeted advertisements, as more specifically described in the Third-Party Network Advertisers paragraph in the “Privacy Choices” section of this Policy. When you visit our Website, third-party advertising providers collect information about your visit to track your responses to ads we have placed on other websites, and to inform our understanding of how users navigate our Website‍
• Analytics Providers. We may disclose information we collected through our Website to our analytics providers such as Google Analytics, to evaluate usage of our Site, and to help us improve our services, performance and user experiences. You can learn about Google’s practices by going to https://www.google.com/policies/privacy/partners/, and opt-out of them by downloading the Google Analytics opt-out browser add-on, available at https://tools.google.com/dlpage/gaoptout.‍
• Aggregate and De-Identified Information. We may share information that has been aggregated and de-identified with third-parties for marketing, advertising, research, or similar purposes.‍
• Business Transfers. If we are acquired by or merged with another company, if substantially all of our assets are transferred to another company, or as part of a bankruptcy proceeding, we may transfer the information we have collected from you to the other company.‍
• To Protect Us and Others. We may share your information where we believe it is necessary to investigate, prevent, or act regarding illegal activities, suspected fraud, potential threats to the safety of any person, violations of this Policy, or as evidence in litigation in which Unacast is involved.‍
• In Response to Legal Process. We also may disclose the information we collect if we believe that such action is necessary to comply with the law, a judicial proceeding, court order, or other legal process, such as in response to a court order or a subpoena.‍
• With Your Consent. We may disclose the information we collect from you with your consent.
• Some of our Customers request they be identified as a third-party recipient of the information.  They are listed below:
  • Adsquare

4. Supplementary Information for Individuals Residing In Select U.S. States

Under various U.S. State privacy laws, you may have certain additional rights that pertain to your data privacy. These additional privacy laws require Uncast to provide individuals with certain information about the processing of their “personal information” and the rights that are available to them under such laws. This includes the Oregon Consumer Privacy Act (OCPA), which in addition to the rights a consumer has listed in the Privacy Policy also requires Unacast to provide Oregon residents the additional right to obtain a list of specific third parties, other than natural persons, to which Unacast has disclosed any personal data.

Personal Information

Generally, “personal information” is defined as “any information that directly or indirectly identifies, relates to, describes, or can be associated with or reasonably linked to “an individual or household”, including, name, address, mobile device identifiers, precise location data, IP and cookie identifiers, inferences, and biometric data.

The following table discloses what categories of “personal information” (as defined by various U.S. state privacy laws) we have collected from or about individuals within the last twelve (12) months:

Categories of Sources of Personal Information

We receive your personal information from the following categories of sources:

• From you. Directly from you through your provision of the information to us directly on our Website or automatically from your use of our Website or as described further in this Privacy Policy;‍
• Our customers. Our customers may directly provide us with your information for our performance of services to them; and
• ‍Third Parties and Partners. Our third-party data suppliers (data resellers) who either directly or indirectly collect your personal information and provide it to us for our provision of the Data Services, as described in this Privacy Policy.

Use of Personal Information

Please refer to the “How We Use Your Information” section of this Privacy Policy for information on how we use your personal information with respect to the Data Services and our Website.

Disclosing Personal Information for a Business Purpose

Business Purpose

We may share your personal information with affiliates and service providers for a business purpose, which different privacy laws generally define as the use of personal information for operational or other notified purposes. In the preceding twelve (12) months, we have disclosed the following categories of personal information for a business purpose:

• Identifiers;
• Precise Geolocation Data;
• Internet or Network Activity;
• Demographic Data; and
• Inferences
• Mobile Device User Agent Data

The following are categories of third parties to whom we have disclosed your personal information for a business purpose:

• Our affiliates; and
• Service providers.

Sale of Personal Information

In the preceding twelve (12) months, we have sold the following categories of personal information in order to monetize our services:

• Identifiers;
• Precise Geolocation Data;
• Internet or Network Activity;
• Demographic Data; and
• Inferences.
• Mobile Device User Agent Data

Categories of parties to whom we have sold your personal information:

• Our affiliates;
• Vendors,
• Third parties, which include our customers, partners, law enforcement, data management platforms, and third party ad networks.

Your Rights in Connection with Personal Information

Many U.S. State privacy laws grant you a number of rights (subject to certain exceptions) with respect to your personal information that companies may hold about you. Each of your rights is outlined in more detail below:

• Right to Know & Right to Access. You have the right to request that we tell you:some text
  • the categories of personal information we collected, sold, or disclosed for a business purpose in the previous 12 months;
  • the categories of sources from which we collected such personal information;
  • the business or commercial purposes for collecting and selling such personal information; and
  • the categories of third parties to whom we sold or disclosed for a business
  • purpose such personal information and the specific categories of personal information sold or disclosed to each category of third party.
• In addition, you have the right to request a copy of the specific pieces of personal information that we have collected from you in the 12 months preceding your request. If we are able to confirm your identity to the degree required by law and corresponding regulations, we will disclose to you a copy of the specific pieces of personal information about you that we have processed.
• Please click here for more information on exercising your Right to Know/Access or click on the Right to Know link at the bottom of our home page.‍
• Right to Delete. You have the right to ask us to delete or remove the personal information we have collected from you and retained. Upon our confirmation of your request, we will delete (and direct our service providers to delete) your personal information from our records, unless an exception applies (for example, where your information helps us comply with a legal obligation, or detect or prevent security incidents, or as required to comply with applicable law).‍
• Right to Opt-Out of Sale. Where we sell your personal information, you have a right to opt out of such sale and any further resale of your personal information. You can opt-out of the sale of your personal information here or by clicking on the “Opt-Out and Do Not Sell” link available on the home page, and on all other Unacast Website landing pages. If we receive any opt-out request either directly or through a third-party partner, we will cease selling your personal information, as “sale” is defined under U.S. State privacy laws.

How to Exercise your Rights

In order to exercise any of the rights described above, please contact us by either:

• Calling us toll-free at 1-855-545-5623; or
• emailing us at: privacy@unacast.com

We may need to request specific and/or additional information from you to help us confirm your identity and ensure your right to know, access or delete your personal information. Information on Unacast’s verification process can be found here. This is a security measure designed to prevent the disclosure of your personal information to a person who has no right to receive it.

We will only use this information to verify your identity or authority to make the request. An authorized agent submitting a request on behalf of a consumer must demonstrate that the consumer provided written permission, signed by the consumer authorizing the agent to act on the consumer’s behalf. For requests for information and deletion, Unacast may require that you verify your own identity directly with Unacast and directly confirm that you provided the authorized agent permission to submit the request.

We will deliver our written response by mail or electronically, at your option. We will not charge you a fee for access to your personal information (or to exercise any of your other rights). However, we may charge a reasonable fee if your request is clearly unfounded, repetitive, excessive, or manifestly unfounded, or we may refuse to comply with your request in these circumstances.

We will not be obligated to respond to more than 2 requests for data access/data portability in a 12-month period. Any responses will cover the 12-month period preceding your request.

If you have opted out of the sale of your personal information, you may change your mind and opt back in at any time by contacting privacy@unacast.com.

Shine the Light

California’s Shine the Light Law (Civil Code 1798.83) permits users of our Website that are California residents to request certain information regarding our disclosure of personal information to third parties for their direct marketing purposes. To make such a request, please refer to any of the contact methods in the Contact Information section below.

5. Our Use of Cookies and Other Tracking Mechanisms

We and our third-party service providers use cookies and other tracking mechanisms to track information about your use of our Site. We may combine this information with other information we collect from you (and our third-party service providers may do so on our behalf).

Currently, our systems do not recognize browser “do-not-track” requests. You may, however, disable certain tracking as discussed in this section (e.g., by disabling cookies); you also may opt-out of targeted advertising by following the instructions in the Third-Party Ad Network section.

Cookies. Cookies are alphanumeric identifiers that we transfer to your computer’s hard drive through your web browser for record-keeping purposes. Some cookies allow us to make it easier for you to navigate our Site and Services, while others are used to enable a faster log-in process or to allow us to track your activities at our Site and Service. There are two types of cookies: session and persistent cookies.

• Session Cookies. Session cookies exist only during an online session. They disappear from your computer when you close your browser or turn off your computer. We use session cookies to allow our systems to uniquely identify you during a session or while you are logged into the Site. This allows us to process your online transactions and requests and verify your identity, after you have logged in, as you move through our Site.‍
• Persistent Cookies. Persistent cookies remain on your computer after you have closed your browser or turned off your computer. We use persistent cookies to track aggregate and statistical information about user activity, and to display advertising both on our Site and on third-party sites.

Disabling Cookies. Most web browsers automatically accept cookies, but if you prefer, you can edit your browser options to block them in the future. The Help portion of the toolbar on most browsers will tell you how to prevent your computer from accepting new cookies, how to have the browser notify you when you receive a new cookie, or how to disable cookies altogether. Visitors to our Site who disable cookies will be able to browse certain areas of the Site, but some features may not function.

Clear GIFs, pixel tags and other technologies. Clear GIFs are tiny graphics with a unique identifier, similar in function to cookies. In contrast to cookies, which are stored on your computer’s hard drive, clear GIFs are embedded invisibly on web pages. We may use clear GIFs (a.k.a. web beacons, web bugs or pixel tags), in connection with our Site to, among other things, track the activities of Site visitors, help us manage content, and compile statistics about Site usage. We and our third-party service providers also use clear GIFs in HTML e-mails to our customers, to help us track e-mail response rates, identify when our e-mails are viewed, and track whether our e-mails are forwarded.

6. Third-Party Links

Our Site and Services may contain links to third-party websites. Any access to and use of such linked websites is not governed by this Policy, but instead is governed by the privacy policies of those third-party websites. We are not responsible for the information practices of such third- party websites.

7. Security of Your Information

We have implemented appropriate administrative, technical, and physical safeguards to protect the information we collect from loss, misuse, and unauthorized access, disclosure, alteration, and destruction. Please be aware that despite our best efforts, no data security measures can guarantee security.

8. Privacy Choices

Data Services Opt Out. If you would like to opt-out of our use of your device’s Location Data and other related data we use in our Data Services, you can (a) disable location services on your mobile device, or (b) complete the Opt-Out & Do Not Sell Form. Please note that your opt-out will be specific to the device for which you submit the opt-out request. This means that if you use multiple devices, you will need to opt out each device that you use. In addition, if you re-set your mobile advertising ID, you will need to opt out that device again.

Third Party Ad Network Opt Out. We may use third-party network advertisers to serve advertisements on third-party websites or other media (e.g., social networking platforms). This enables us and these third parties to target advertisements to you for products and services in which you might be interested. Third-party ad network providers, advertisers, sponsors and/or traffic measurement services may use cookies, JavaScript, web beacons (including clear GIFs), Flash LSOs and other tracking technologies to measure the effectiveness of their ads and to personalize advertising content to you. We may provide these third-party advertisers with information about you.

Users in the United States may opt out of many third-party ad networks. For example, you may go to the Digital Advertising Alliance (“DAA”) Consumer Choice Page for information about opting out of interest-based advertising and their choices regarding having information used by DAA companies. You may also go to the Network Advertising Initiative (“NAI”) Consumer Opt-Out Page for information about opting out of interest-based advertising and their choices regarding having information used by NAI members, of which we are one. Additionally, you may also go to the NAI’s Audience Matched Advertising Opt-Out Page for more information about opting out of digital advertising linked to hashed email addresses (“HEMs”).

Opting out from one or more companies listed on the DAA Consumer Choice Page or the NAI Consumer Opt-Out Page will opt you out from those companies’ delivery of interest-based content or ads to you, but it does not mean you will no longer receive any advertising through our Site or on other websites. Also, if your browsers are configured to reject cookies when you opt out on the DAA or NAI websites, your opt out may not be effective.

Email Marketing Opt Out. You may opt-out of receiving promotional communications from us by following the opt-out instructions contained in the e-mail. Please note that it may take up to 10 business days for us to process opt-out requests. If you opt-out of receiving promotional emails about recommendations or other information we think may interest you, we may still send you e-mails about your account or any services you have requested or received from us.

9. Retention

We keep your personal information for the retention periods laid out below, unless we are required to retain it for a longer period for national security reasons or a legal compliance purpose.

We retain Personal Information used for our Data Services for four years. 

We retain Personal Information that is not used for our Data Services for a time period required or allowed by applicable regulations or laws and as needed to fulfill business purposes outlined in Section 2, including providing you products and services, resolving disputes, and enforcing our agreements. Our retention of information is based on many factors such as your relationship with Unacast, the nature of the information, compliance with our legal obligations, and defending or resolving actual or anticipated legal claims.

10. Children

Our Services are not designed for children under 16. If we discover that a child under 16 has provided us with personal information, we will delete such information from our systems.

NAI Membership

Unacast is a member of the Network Advertising Initiative (NAI) in good standing, and undergoes annual reviews. If you wish to learn more about the NAI or about options available to you to opt out of receiving targeted advertising from other third party services that are also members of the NAI, please click here.

Data Broker

THE ENTITY MAINTAINING THIS WEBSITE QUALIFIES AS A DATA BROKER UNDER VARIOUS DATA BROKER LAWS. UNACAST IS A REGISTERED DATA BROKER. 

Contact Us

If you have any questions or would like to speak with us regarding changes to your personal information, please email us at privacy@unacast.com, call us at 703.840.8850, or write to us at:

Unacast
44679 Endicott Drive, Suite 300
Office 349
Ashburn, VA 20147

Changes to the Privacy Policy

This Policy is current as of the Effective Date set forth above. We will post any changes to this Policy on our Site. If we make any changes to this Policy that materially affect our practices with regard to the information we have previously collected from you, we will endeavor to provide you with notice in advance of such change by highlighting the change on our Site.