Last Updated: July 8, 2021
Information We Collect and How We Collect It
We obtain a variety of information (collectively the “Information”) from trusted third-party data partners such as mobile application developers. We collect this Information primarily through APIs, which are interfaces through which these app developers can provide us with information about their users. We sometimes collect the Information through other delivery methods, such as software development kits (“SDKs”) that are embedded directly into mobile apps. We collect the following Information from these apps:
Mobile ad identifiers, primarily Apple iOS IDFAs or Google Android IDs
The precise geographic location of a device at a certain time, usually expressed in latitude/longitude coordinates along with a timestamp
The horizontal accuracy of the latitude/longitude coordinates.
We sometimes also collect
Phone carrier and connection type (e.g., cellular, wifi);
The direction in which the device is traveling as a degree coordinate and speed of device;
Information about a device such as device type and model and OS type and version;
Public facing (external) IP address of device;
Available or connected wifi SSID and/or BSSID names;
Altitude and vertical accuracy;
Whether device is charging;
Bluetooth connected/available devices;
Beacon proximity or any beacon metadata.
How We Use and Share the Information We Collect
DriveLine aggregates the Information collected from these mobile apps, i.e., our data partners, and provides the Information to our customers. Our customers – a variety of companies and organizations – in turn use the Information for a variety of commercial and research purposes, including ad targeting (for instance, building models of inferred audience preferences), traffic analysis (for instance, tracking which parts of a city or neighborhood are most busy, at what times), retail site selection (for instance, determining where to open a new restaurant) and market research (for instance, tracking consumer shopping trends based on foot traffic concentration).
Sometimes the Information is used to build models that connect different devices. For instance, some of our customers may create “cross device” capabilities to enable marketers to target specific sets of users across various channels and devices. DriveLine also uses the Information to develop derivative products, such as determining whether a certain device visited a certain retail store at a given time.
DriveLine may also use the Information for our internal and operational purposes, such as to consider or make internal service improvements or quality checking, or for our own sales and marketing purposes, and more generally to operate, maintain and improve the services we offer. We may also use and share the Information for legal, auditing and accounting purposes, such as (a) in good faith compliance with a request from law enforcement or a governmental agency, (b) protect or enforce our rights or those of others, (c) to evaluate or enhance the security or quality of our Information, or (d) to investigate potential wrongdoing. Likewise, in the event of any potential merger or acquisition, any Information we hold (including information collected on our website) will likely be transferred to the successor entity, and shared with others in preparation or anticipation of such an event (e.g., during due diligence).
How to Opt Out of Information Collection and Interest-Based Advertising
To avoid having your device's mobile advertising identifiers (and location data associated with it) used for our services, including for interest-based advertising, you may adjust the settings on your mobile device. For iOS mobile devices, you can do so as follows: go to “Settings” from your device's home screen; scroll down to “Privacy”; select “Advertising”; and turn on “Limit Ad Tracking.” For Android mobile devices: go to “Google Settings” on your Device; select “Ads”; and check or toggle the setting labeled “Opt Out of Interest-Based Ads” or “Opt Out of Ads Personalization.” These platform providers may change these options in the future, and the instructions may be slightly different for certain, particularly older, devices. We therefore provide the above purely for informational purposes, but the settings on your device may be slightly different.
You also can use your device settings to specifically control whether your location data is collected. However, if you do so, certain services that rely on location data to function may be affected.
Information Collected When You Visit Our Website
In addition, when you visit our website, we or third-party platforms we work with may automatically collect other information from your desktop computer, laptop, mobile phone, tablet, or other consumer electronic device that you use to access the website. This information may include pseudonymized information, such as a unique browser identifier, technical information about your device (such as the device type, operating system, settings and system configurations, IP address, other unique device identifiers, and mobile network information) and your activity on our website, as well as data about the webpages you access, traffic to and from websites, the dates and times associated with transactions, and web log data. We refer to this as “Site Data.”
We use this Site Data for our commercial purposes, such as marketing, analytics, research, and improving our websites and services. This Site Data may be correlated with more personal information such as name or email address.
We (or other companies we work with) may collect or associate Site Data using “cookies.” Cookies are small data files that have unique identifiers and reside, among other places, on your Devices, in emails we send to you, and on the web pages of the DriveLine website. Among other things, cookies help us improve and personalize your use of the DriveLine website. We may permit certain third parties to place cookies through the DriveLine website to provide us with better insights into the use of the DriveLine website and user demographics and to provide relevant advertising to you. These third parties may collect information about your online activities over time and across different websites when you use the DriveLine website. For example, we utilize Google Analytics to analyze usage patterns for the DriveLine website. Google Analytics generates a cookie to capture information about your use of the DriveLine website that Google uses to compile reports on website activity for us and to provide other related services. Google may use a portion of your IP address to identify its cookie and for its commercial purposes.
Our Use of Web Beacons. Web beacons are electronic images that may be used on the DriveLine website or in emails we send to you. We use web beacons to deliver cookies, count visits, understand usage and effectiveness of offers, and tell whether you open an email and act upon it.
Our products are not intended to collect Information from children under the age of 16. If you believe we have collected Information from a person under the age of 16, please contact us at the below contact information.
DriveLine protects Information in our possession against unauthorized access, disclosure, alteration, or destruction. We regularly review our physical security, storage, and processing to ensure compliance with industry best practices. However, as no physical or technological safeguards are 100 percent secure, we do not guarantee the security of any particular elements of data that we hold.
Information we collect is retained indefinitely provided that we will comply with the opt-out procedures described in Section 3 above and will likewise comply with our representations in Section 10 regarding Information collected from devices located in EEA countries (and Switzerland).
The GDPR (European Law)
Attention: Data Privacy Officer
301 East Lake Woodlands Parkway, Suite 7
Oldsmar, FL 34677