Datonics is a New York-based advertising technology company that provides a service to both consumers and the online advertising community by presenting consumers who are surfing the Internet ("Users") with relevant ads.
Datonics is a member of the Network Advertising Initiative ("NAI") and follows the NAI's Self-Regulatory Principles. Datonics is also a member of the Digital Advertising Alliance (“DAA”) and is in compliance with the DAA Self-regulatory Code.
What types of information does Datonics collect?
In order to increase the relevance of online advertisements, our technology collects information about users as they visit our partner websites. This information is typically collected:
- When a user enters a word or phrase into an online search engine where our technology is used;
- When a user conducts an online search for a product or service at a website where our technology is used;
- While a user visits certain websites where our technology is used and/or views certain content while online;
- When Datonic obtains demographic information (e.g., area code, city, gender, age) from our data partners.
This information (e.g., the search term itself, the product or service searched for, the web site visited) may be collected as-is or may be categorized into segment categories (e.g., sports, news, apparel, electronics) to help us determine which types of online advertisement might be relevant to each User. For example, if a User searches for a "digital camera" on a partner web site of Datonics, Datonics will collect the term "digital camera" both in its raw form (e.g., "digital camera") as well as a segment category (e.g., "electronics").
Datonics does NOT actively collect any personally identifiable information from Users. Datonics also does NOT store any personally identifiable information such as name, address, telephone number, social security number or e-mail. As a result, we have no way of tying any of the information we collect back to a particular User.
It is important to note that Datonics only stores collected information that has commercial value for advertisers. For example, if a User searches for his own name on a partner site of Datonics, Datonics' servers will collect the information but will not store it as the information has no commercial value. We may store an aggregate list of search terms entered by users, but none of that information could be used to identify a particular User.
It is also worth noting that Datonics does not store collected information that includes searches about or visits to adult and gambling sites regardless of their commercial value to advertisers. This means that your visits to or searches about such sites will not be used to target ads to you through Datonics technology.
While Datonics does not create nor provide any sensitive data segments to our partners for the purpose of helping them to tailor ads, we recognize that consumers may have differing opinions regarding which data segments are sensitive. In order to provide transparency around potentially sensitive data segments collected and used by Datonics and the partners with whom we share collected information, we will provide examples of them here. For example, we may collect wellness related segments such as users that search for fitness and exercise or users that search for life insurance because we believe those users might be interested in receiving advertisements related to those particular topics. Similarly, we may also collect financial related segments such as users that search for investing and loans because we believe those users might be interested in receiving advertisements related to those topics. While we don’t consider any of the above data segments to be sensitive, we think its important to provide this transparency to help you have a better idea of which segments might be collected by us, so you can make informed decisions.
How is the information collected through Datonics technology used?
The information collected by Datonics is checked for its commercial value. Information found to be of value is stored both in its raw form as well as its categorized form. As noted in the example mentioned earlier, if a user searches for a "digital camera" on a partner web site of Datonics, Datonics will collect the term "digital camera" and store both the term in its raw form (e.g., "digital camera") as well as a segment category (e.g., "electronics").
This information is later used in order to provide advertisements on other websites about goods and services that may be of interest to you. These relevant advertisements are delivered in one of two ways:
- Directly by Datonics when we obtain advertising space on certain websites, and;
- By Datonics advertising partners, when we share non-personally identifiable information with them.
Either way, Datonics doesn't use this information to identify you or anyone else personally.
How do I know if a website I visit provides Datonics with data?
We require our partner websites to inform Users about their privacy and information collection practices via their privacy policies, including whether or not the website is using Datonics technology, and a way to opt out from the collection of data by Datonics. Datonics is a member of the Network Advertising Initiative ("NAI") and follows the NAI's Self-Regulatory Principles. Datonics data providers can provide users with a means to opt out of Datonics' collection of data related to their website visits via the NAI Consumer Opt Out page. We encourage everyone to read the privacy policies of any website they visit.
To whom is the information disclosed?
Datonics discloses the information collected by our technology on a limited basis, including the following:
- As described above, we share non-personally identifiable search terms and segment category information with our advertising partners so they may deliver relevant online advertisements to users. However, we contractually require our advertising partners not to transfer this information to anyone else, not to merge it with personally-identifiable information, and not to use it beyond a defined period of time.
- We may grant our partner websites and advertising partners access to reports that aggregate information about the ads presented by the Datonics system. Please note that the information in these reports is in the aggregate and cannot identify anyone personally.
- We may also disclose to third parties the information we collect through our technology when we have a good faith belief that it is necessary to do so: in response to legal process, to protect and defend Datonics' rights or property, to prevent fraud or in cases of imminent danger, or in the event of a merger, acquisition or sale of all or a part of Datonics' assets.
How long do you retain the information?
We generally store demographic information (e.g., area code, city, gender, age) obtained from our data partners for up to two years. After two years, demographic information is discarded. Please note that demographic information collected prior to June of 2009 is stored in a cookie with a longer expiration date. However, as Datonics encounters these cookies, we reset their expiration date to two years.
We store search terms and segment categories for up to 180 days. After 180 days, search terms and segment categories are discarded.
What are your security procedures?
The security of the information collected through Datonics' technology is important to us. Information collected by the Datonics system is stored in databases that are maintained in a secure data center in the United States. Both physical and Internet access are strictly protected and limited. Access is granted only to those with authorization. The information is stored anonymously, and is therefore not personally identifiable – even by Datonics. No method of transmission over the Internet, or method of electronic storage is 100% secure, however. Therefore, while we strive to use commercially acceptable means to protect your information, we cannot guarantee its absolute security.
How can I opt-out?
If you would like to opt-out from viewing ads that are made more relevant to your interests by Datonics, please click here:
This will take you to a page that will enable you to opt-out from Datonics. If you choose to opt-out, we will place a Datonics opt-out cookie on your computer that tells Datonics' servers that you don't want us to collect your non-personally identifiable information or to present you with targeted online advertisements.
Please note that if you change your computer, change your Internet browser (e.g., from Internet Explorer to Firefox) or delete all your cookies, you will need to get another opt-out cookie from Datonics.
How can I learn more about Datonics' Privacy Practices?
You may contact Datonics with any questions or concerns you may have at:
84 Wooster Street, Suite 300
New York, NY 10012
Tel: (646) 867-0647
Last updated on August 25, 2011