Forget every stereotype you’ve ever heard about gaming, everyone is playing these days. From traditional gaming consoles to games on your phone, tablet or computer, this popular pastime (and profession for some!) reaches every demographic on the planet. Consider that there are 3.2 Billion gamers worldwide, nearly half of them are female (45%), and the most prominent gaming age bracket is the 45+ group which accounts for 32% of the gaming population.
In-Game Advertising: The Most Untapped Opportunity Agencies Don’t Know About
Compared to other dominant advertising channels like streaming, few advertising dollars are being spent on in-game relative to the number of eyeballs spending time there.
Anzu.io, one of our ad tech partners, put together the graphic seen here using data from AdWeek.
While there is significantly more time being spent on gaming, there is a tenth of the dollars being spent. This leaves a massive opportunity on the table and agencies aren’t seeing this or serving it to their clients.
We’re clearly pretty passionate about the in-game advertising opportunity, and so we caught up with our Senior Director of Sales, Matt Cronin, to talk about it. Read the full transcript below!
Transcript: Matt Cronin on The In-Game Advertising Opportunity
Marc: One of the more interesting, I’d say, segments of the programmatic world these days is in-game advertising. It’s been coming up on our radar at Klever over the past few months, even in the past year, I’d say.
But there’s real opportunities now that started to materialize and so we started digging in. For those who are less familiar, maybe, we’re talking about the opportunity to insert ads inside of games, using programmatic means.
2022 spend was about $20 million. 2023 is looking like it’s going to be a bit above $40 million. So, very small in terms of the industry but the trajectory is really interesting, and you know we see that there are more players that are paying attention. Including Xbox and PlayStation who have set up their own ad teams internally, last year. So, it’s coming up.
There’s also VC-funded companies that are emerging and dedicating lots of resources in creating new products. And so yeah that’s what I wanted to talk about today, that’s why I invited my friend Matt Cronin. Matt runs commercial strategy for Klever and we’re going to talk about all kinds of things in-game.
Matt: It’s exciting! You know, it’s one of those things that we started getting a lot of questions about, my team, you know. Out in the field, I was getting a lot of questions about, you know, what’s next, I need something new, I need something interesting to show to bring to my clients. And so, it started as sort of a “me too,” right? Oh I heard about this in-game thing and now, it’s exciting. Cause we’re getting to the point close to that sort of precipice or that inflection.
Marc: It’s a big point.
Matt: It becomes truly actionable for many many types of brands and advertising agencies. It’s not just for Sony anymore, right? It’s not just for the entertainment industry.
There’s opportunity. Some now and growing rapidly that you can really find potentially an opportunity to promote your brand in this environment and we’re excited to help our clients understand the challenges, understand why it’s important, to understand why it’s different than, maybe, what they think or what it used to be.
And that’s one of the things that the team is out there, right now across the country talking to our partners and helping them understand, you know, when this is an opportunity to bring their clients, when they can sort of lead the conversation with their clients about what’s next, what’s coming and what’s exciting.
Marc: Can you tell me first of all what is in-game advertising and what’s the opportunity we’re looking at here?
Matt: Yeah! In-game advertising is really exciting for a lot of reasons, related to just sort of the business opportunity but also the experience in the environment that you get to access potential customers.
So, let me start looking at sort of programmatic space and looking at some of the more premium mid-to-upper funnel areas like audio streaming and video. When we start to look at sort of the time spent within those mediums and the advertising dollars spent, right now there’s a huge discrepancy, right? The advertising dollars are exponentially higher than the total time spent, and the audience there, which creates a very highly competitive environment. So, that’s going to drive CPMs up. It’s going to create just noise.
So we start to look at gaming. And gaming, right now, is sort of an all-encompassing term and right now globally, we’re seeing over 3.2 billion gamers worldwide. If you look at the same ratio of the time spent within that environment and the advertising dollars, we’re seeing an incredible opportunity of untapped area. So that time spent significantly outweighs the advertising dollars spent. So it’s the complete inverse of the sort of connected television and these other formats.
And so one identifying that there’s an opportunity there as the first piece, right and then it starts to be like you have to figure out – how do you create that experience that is additive to the brand and the end-user? And that’s really where there’s a huge opportunity is when we talk about in-game.
Like I said, it’s all-encompassing but it’s yes it is mobile games, right but also we’re seeing huge growth in PC and console-based games. So right, now 45% of gamers are using a PC to game. 30% are on the console and that’s growing. And obviously yes, there’s still a huge mobile environment but as the phones get stronger and better and more powerful the gaming experience within those platforms or within those devices becomes even better and stronger.
Looking at the peripherals, the add-ons, you can get for your phone you can make it a full gaming system. It really is almost no different other than screen size really than some of the other experiences you can get.
Marc: Yeah and I know that on the console side, I know the Xbox and PlayStation stood up some advertising teams, last year as well.
Matt: Yeah!
Marc: It’s coming.
Matt: If they’re investing in the ability to sell those ads themselves and clearly they understand the opportunity there. And obviously owning that inventory and owning that ecosystem will give them an opportunity to really provide value to their advertisers and thus to their consumers which are the gamers.
Marc: Yeah that’s quite a lot of PC inventory too. It’s not just mobile.
Matt: No, no. I said about 45% of gamers are also on the PC. And growing daily as more and more games come out. We’re seeing, you know, the gaming systems, the custom-built PC’s. We’re seeing people shift back to that PC environment even.
Marc: Should agencies recommend in-game advertising to like all their clients? Does this apply to everybody?
Matt: No, it’s a great question and the short answer is no. I don’t think there’s a one-size-fits-all for anyone, right? Not every format is applicable for every brand. That being said, the perception that gamers are just young 18 to 24 – That is an inaccurate perception, or that really they’re just male.
We’re seeing a huge dispersion of sort of the age and demographics of gamers. 45 plus, all the way down to 18. There is a core user base of that 18 to 34 that really sort of elusive hard-to-find audience but I think of it… I remember back when sort of Facebook came out and everyone said, oh, you know older demographics aren’t on Facebook and we actually found was that all of our grandparents were on Facebook because they wanted to see pictures of the grandkids.
So as younger generations age, we grew up with, you know, Nintendo and Sega. So gaming is part of my childhood. And even today I’m not a hardcore gamer but I have an Xbox and I play games. And my friends do as well. So you know still marketing strategy and having a cohesive strategy that aligns with the brand should indicate where you place your advertising but I would say there’s no need to eliminate in-game just because of the perception that either one is not reaching your demographic or two is not reaching sort of agenda, right.
We’re seeing about a 55-45% split between, you know, male to female, which while still, I mean for all intents and purposes let’s call that even, right? Like if there’s an opportunity to find a game and environment that you can reach a potential customer when maybe, there’s no competitive spend there, right?
If you’re selling financial services on your own site, there’s going to be competition, there’s going to be chaos but if you can reach that user when they’re leaned in when they’re gaming when they’re in that environment, you really have an opportunity to make an impression on them. If you leverage sort of the advancements in the technology of late and provide an additive gaming experience through the creative and through the messaging, to the opportunity.
Marc: Cool! What about formats like in-game formats? Like, what, you know like for example in the olden days when you think about mobile gaming it was a lot of interruptions, a lot more popups and so that versus more native formats where the ad is part of the game.
Matt: Yeah, I think I think the term they’re using it is intrinsic in-game advertising.
Marc: Yeah.
Matt: And that’s a huge concern and something that the industry has done a really great job or not the industry but that sort of subset of the industry. And it’s not just in game advertising, right?
There was popups early on the web, right and we demanded less intrusive more engaging ad formats and that’s where sort of expandables came in and all sorts of more interactive ads. And so historically those in-game ads were disruptive, they were intrusive, they weren’t again additive to the consumer environment or they were incentivized, right? It was ‘watch this video, get tokens.’
I don’t know that you can really count that as a quality brand experience because you’re incentivizing someone to take that action. But now with just the advancement of technology, the advancement of games, games have become real life, right?
So immersive and so the advertising is now mimicking the real world, right? So you’re seeing interactive billboards within grand racing games or you’re seeing virtual product placement within sports games. You’re seeing videos in places where there are screens. And so it’s now sort of like the virtual world is mimicking the more positive experience of the real world just in that virtual environment.
And so again, it’s not unique to in-game, right? Creative always has to sort of match the environment in which it’s being displayed and so finding unique game-specific metrics and formats to leverage is what’s going to help drive the success of the medium of the format.
Marc: How about sort of measurement standards, industry standards for ad quality? Where are we at with that?
Matt: Yeah! So great question and a valid concern. I think early on as with a lot of things it was a little bit of the Wild Wild West, right? These gaming companies, gaming environments were sort of walled gardens which obviously we’re very used to in this industry. So with that there was a little bit of unknown, right? In terms of the metrics that data, the quality, the brand safety. In a way they were sort of grading their own homework.
What we’ve seen now is there is now a sort of standardization in terms of definitions, metrics and that’s being brought on not just by the gaming partners but by opening that ecosystem to the “double verifies” The “ComScores,” right?
So all the major players across viewability fraud, brand lift measurement, brand safety they’re all now part of the in-game environment and some measure some things but that’s sort of the next step, right? So the evolution is these guys really like this is a valid medium. This is not just a fad, right? And so this is a huge opportunity in this space and so just like everybody else wanted to get on board. These guys want to get on board to make sure that the environment is good, is clean, is what you would expect.
And so really the same guardrails for the most part that you can put up around any other sort of digital programmatic type of campaign are now available and evolving within the end-game environment. And that’s also part of the challenge, right? There are so many different providers.
When do you use which one, do you use this one, when you go to this gaming provider, when you go to that one? Because they’re all out there saying similar things, different things, positioning themselves. And that’s really one of the things that we try to do a Klever – is understand when to use each – what the benefits of each platform are. And they all have things they do well and they all have things that maybe others do better. When to use which one, when do we use that – and that‘s something that we really pride ourselves on.
It’s understanding this space from a really holistic level and being able to take a strategy and implement it tactically. Because otherwise, you’re sitting there, you know, looking at a list of 50 different providers and not knowing what the difference is, right? You know, they call this the, you know, XYZ and they call that the ZYX but really the same thing, right? It becomes marketing and so one of our jobs for our partners, and our partners using in game, but also our partners that we use across other programmatic platforms.
It is really to help them understand what they’re buying, why they’re buying it and when to use different tools and sitting where we sit in the industry kind of being technology agnostic. It’s really nice to be able to make kind of pure recommendations to our clients because our only skin in the game is their success, right?
We’re not buying inventory ahead of time like the old ad network days where we’ve got somehow to fill a $200 million deal with the publisher. We are able to with any given campaign, with any given execution, even within the same brand, the same agency, the same client – to look at the different tools and really help them understand when to use in-game advertising, when not to use in-game, when PC, when mobile – based on what the goals for that individual campaign are.
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Klever Programmatic, Inc- Privacy Notice
1. INTRODUCTION
Klever provides trading desk services to support our customers in buying, managing, and optimizing data-driven digital advertising campaigns across multiple platforms, devices and formats. In providing these services we may process your data if you are a user or potential user of our customers’ products, services, websites or media, or if you are or work for one of our customers or other business contacts.
This Privacy Notice explain show Klever uses and protects personal data and information. Klever is committed to respecting all applicable privacy laws and ensuring your data is secure. This Notice does not apply to our processing of data of Klever employees or employment candidates, which will be communicated separately.
Klever may change this Notice from time to time by updating this page. You should check back to ensure that you are up to date with any changes.
2. WHO WE ARE
The entity that takes decisions regarding why and how your personal information is processed (also referred to as a “Data Controller”) is:
Klever Programmatic, Inc. (“Klever”) (incorporated in Canada)
6000 Boulevard Rome, Suite410
Brossard, Québec J4Y 0B6
Canada
We have appointed our Chief Operating Officer as our Privacy Officer to oversee our data processing compliance and to be a point of contact for inquiries, who may be reached at the above addresses.
3. CATEGORIES OF DATA THAT WE PROCESS
A. Internet and media users: In providing our advertising-related services we may have access to data generated by publishers or advertisers from viewers of their websites, apps, connected televisions, or other media. We ourselves do not collect this data, but this data may be disclosed to us by customers or advertising technology partners who work with us on advertising campaigns.
In general, this information relates to online behavior and does not contain real life names or addresses orany other information that could allow anyone directly to identify or contact a particular person. Information we receive may include the following:
- cookie IDs
- device IDs
- advertising IDs (such as mobile advertising IDs)
- mobile device usage data (such as apps used)
- browser and device type, version and settings (“user agent”)
- IP addresses
- location of the device
- webpage browsing information e.g. urls visited or searched
- interactions with ads (e.g. views, clicks, purchases)
- advertising bid requests
- profile data, including likely characteristics, interests orintentions, which either we infer from the above information or is provided tous by customers and partners.
B. Business contacts: If you or your employer is a Klever customer (or potential customer), or one of our suppliers (or potential suppliers), an investor or potential investor, or other business contact, then we will need to collect certain personal contact information in connection with our relationship with you. This information may also come from our third party marketing partners. This may include:
- your name
- company name
- position
- professional qualifications or interests
- mailing address
- web address
- telephone numbers
- e-mail addresses
- details of products and services, and
- information provided to us in the course of correspondence with you (e.g. by email, phone, or online messaging).
4. PURPOSES FOR WHICH WE PROCESS DATA
We collect and use personal data for the following purposes:
A. Internet and media users
- personalizing, targeting and delivering ads
- limiting the number of times ads are seen
- measuring effectiveness and viewability of ads
- measuring clicks, purchases or other actions
- keeping records, reporting to customers and billing for adcampaigns
- making links between devices that might relate to the same users
- preventing fraud or invalid activities.
In Canada, the EU/EEA and UK our legal basis for this data use is your consent, which the relevant publisher or brand needs to have obtained from you in accordance with local laws. You can manage your consents as set out in Section 9.
B. Business contacts
- setting up, renewing, updating, and managing your or your organization’s contract or account with us
- billing and collections for services we provide
- making payments for products and services supplied to us
- evaluating new services and products
- investor relations
- recordkeeping, accounting and meeting other legal requirements
- managing, improving and expanding our business and resources
- communicating with you and managing our relationship with you
- answering inquiries including email, telephone, and chatconversations with sales and customer support staff
- responding to customer services requests
- organizing events such as webinars
- sending promotional communications and offers
- sending PR or company information (e.g. if you are a journalist or influencer)
- asking for feedback on our products and services
- understanding visitors’ navigation on our websites to understand trends and user interests and requirements.
In the EU/EEA and UK our legal basis for this data use is compliance with our legal obligations, performance of our contracts, or our legitimate interests which are compatible with your interests and rights. In Canada our legal basis for this data use is where possible your consent, which may be express or implied in accordance with local laws.
5. MEANS OF DATA COLLECTION AND DATA SOURCES
A. Internet and media users: This data may be disclosed to us by our customers in connection with their ad campaigns, or by or through demand-side platforms (DSPs) or ad exchanges through whom we buy online advertising or receive information in relation to pricing and performance of advertising.
B. Business contacts: We obtain this information directly from you or your employer, for example through exchanging emails or business cards, industry events, online or offline net working, business directories, publicly available information such as your organisation’s website and online channels, requests for proposals, or in-person meetings. In addition, if you visit our website, we may collect data using cookies and similar technologies.
6. RECIPIENTS AND INTERNATIONAL TRANSFERS
Our corporate headquarters is located in Brossard, Québec, Canada. Your personal information may be stored and processed in any country where we have facilities or service providers that we work with, e.g. for audience measurement, secure hosting, data storage, ad exchanges and DSPs.
We also provide data to ourcustomers in relation to their campaigns and contracts with us in order toensure proper billing and improve future campaigns.
Where we send data originating from the EU/EEA, the UK, or Switzerland internationally (other than to Canada or other places that are officially regarded as having adequate data protection laws), we put in place safeguards designed to ensure that data is processed in a way equivalent to the rules applicable under the EU and UK General Data Protection Regulations. These may include standard contract clauses for data transfers as approved by the European Commission or other supervisory authorities. A copy of these safeguards may be made available if we receive a valid request. When transferring data outside Québec or Canada, we will do so where we have assessed any privacy impact and concluded that the data will receive adequate protection.
Occasionally we may receive are quest from a government, law enforcement agency or regulator requesting data from us, and we would normally comply with such request without having to notify you.
7. DATA RETENTION PERIODS
We only retain data for as long as necessary for the purpose for which the data was collected. So we will retain your account data for at least the time that you or your organization has an account or contract with us. If you have subscribed to a newsletter or other communications, we will keep your contact details until you unsubscribe.
We retain device IDs and related data for up to eighteen months for billing and service management purposes. Aggregated and anonymized or statistical data may be retained for a longer period for reporting, testing, tax or legal reasons.
8. SECURITY
Once the retention periods are reached and data is no longer required, such data is anonymized so that it does not relate to any identifiable person and is not used for our services.
We implement and require our third party suppliers to implement security measures, including physical, logical, contractual, and organizational safeguards, to prevent unauthorized access to, loss, misuse, or alteration of the information that we process in connection with our services. We consider these measures to be appropriate given the low levels of sensitivity of the data that we access, and in line with all applicable laws and good industry standards.
9. PRIVACY TRAINING AND GOVERNANCE
We ensure that our personnel in roles that have a need to access personal information have appropriate and recent training regarding provincial, national and international personal information protection laws and practices. We also have in place internal policies which set out our framework for the keeping and destruction of personal information, limiting its collection, use, disclosure and retention, the roles and responsibilities of staff throughout all stages of its processing, including dealing with requests and complaints from individuals, data incident response plans, and all other aspects addressed by this Privacy Notice.
10. COOKIES
A cookie is a small piece of data sent from a website and stored in a user’s web browser or device. Every time the user loads the website, the browser sends cookie information back to the server to notify the website that it recognizes the user. You can find more information about different types of cookies here:
https://cookieinformation.com/what-is-a-cookie/.
We use cookies when you visit our websites, for the purposes of analyzing use of our websites, and improving and optimizing our websites and services.
You can remove cookies from your web browser by following the directions provided in your browser’s “help” or “settings” sections. Some cookies may be essential for using different features of certain websites, so if you clear all cookies then those features may not work as expected, or you may need to accept some cookies on your next visit. For mobile devices please review the privacy controls within your mobile operating system.
11. YOUR RIGHTS
In relation to online advertising data, there are various methods that enable you to manage consents and data use directly, without contacting publishers or media owners:
- for the USA: www.aboutads.info/choices and www.networkadvertising.org/choices
- for Europe: www.youronlinechoices.com
- for Canada: youradchoices.ca/choices
- for mobile devices: http://www.networkadvertising.org/mobile-choice
- for connected TVs: https://www.networkadvertising.org/internet-connected-tv-choices/
Some of these methods may place a cookie on your device to identify you as not wanting to receive targeted ads so, if you change devices or delete cookies, you may need to repeat this process.
In addition, under international data protection laws, including the GDPR in the EU/EEA or the UK and PIPEDA in Canada, you may have various additional rights such as the following:
- to access your personal data
- to require us to correct mistakes in your personal data
- to have personal data concerning you erased (“the right to beforgotten”)
- to receive personal data which you have provided to us (“portability”)
- to object to processing of your personal data for direct marketingor for certain other purposes
- to restrict our processing of your personal data in certaincircumstances
Consumers who are resident in US states such as California, Colorado, Virginia, Connecticut, Utah, Texas, Florida, Oregon, and Montana (and others in the future) may have additional rights under state privacy legislation. Depending on the particular provisions of such local laws, you may have some or all of the following rights:
- to have inaccurate data corrected
- to access and know what personal information we collect and hold, from which types of sources it was obtained, for what purposes, and the types of third parties it is shared with
- to optout of sales or sharing of personal information
- to request deletion of personal information that we collected from you
- to limit use of sensitive information
- to not be discriminated against for exercising your rights (e.g. we would not deny you goods or services, charge you a different price, or provide you a different level of quality).
Where our use or communication of your data is based on your consent, then you can always withdraw that consent (but any processing that took place before withdrawal will still be legal).
If you wish to exercise any of your legal rights, or have another issue or inquiry, it may be easiest to contact the publisher or media provider to whom you originally gave your consent. In other cases, please contact us using the details in this Notice and we will help as far as possible. Please note that we may ask you to verify your identity before acting on your request. If you believe that we have not respected your rights then you may also have a right to challenge our compliance before the supervisory authority in your country.
12. Additional Information For California Consumers
12.1 Personal Information Collected in the past 12 months
Category
Examples
Source
Business or Commercial Purpose
Categories of third parties disclosed to
Identifiers
Unique personal identifier, online identifier, Internet Protocol address (e.g. device and cookie IDs)
From ads
From our customers From third party data providers
Providing and improving our services which include ad targeting and performance measurement
Providing and improving our services which include ad targeting and performance measurement
Providing and improving our services which include ad targeting and performance measurement
Providing and improving our services which include ad targeting and performance measurement
Providing and improving our services which include ad targeting and performance measurement
Providing and improving our services which include ad targeting and performance measurement
- Our customers
- Our data hosting and storage providers
- Our providers of advertising technology and services such as demand side providers,
data management platforms, and ad networks
- Our data processing service providers (for purposes such as analytics, database management, customer support)
Commercial information
Records of products or services purchased, obtained, or considered, or other purchasing or consuming histories or tendencies (e.g. sites visited, apps used, searches, views, clicks, and purchases)
As above
As above
As above
Internet or other electronic network activity information
Information regarding interactions with ads, websites and applications (e.g. sites visited, apps used, searches, views, clicks, and purchases)
As above
As above
As above
Geolocation Data
Approximate geolocation from information provided by a device (e.g. IP address)
As above
As above
As above
Sensitive personal information
Information concerning a consumer’s health (where permitted); precise geolocation
As above
As above
As above
Professional or employment-related information
Contact information used for managing and transacting with business contacts (e.g. customers and suppliers)
From individuals directly, e.g. via correspondence, chat, telephone, or web forms. From events and online and offline networking. From private and public sources such as websites and trade directories.
Promoting and managing our business
- Our data processing service providers (for purposes such as analytics, database management, email management, customer support)
- Our other group companies
12.2. Personal Information Sold or Shared in the past 12 months
We have sold and/or shared (with our customers) the following categories of personal information in the past 12 months: (a) Identifiers; (b) Commercial information; (c) Internet or other electronic network activity information; (d) Geolocation Data; (e) Inferences; and (f) Sensitive Personal Data.
12.3. Personal Information disclosed for a business purpose in the past 12 months
We have disclosed the following categories of personal information for a business purpose in the past 12 months: (a) Identifiers; (b) Commercial information; (c) Internet or other electronic network activity information; (d) Geolocation Data; (e) Inferences; (f) Sensitive Personal Data; and (g) Professional or employment-related information.
These business purposes comprise:
- Auditing related to counting ad impressions to unique visitors, verifying positioning and quality of ad impressions, and auditing compliance with this specification and other standards.
- Helping to ensure security and integrity.
- Debugging to identify and repair errors that impair existing intended functionality.
- Performing services on our behalf, including maintaining or servicing accounts, providing customer service, processing or fulfilling orders and transactions, verifying customer information, processing payments, providing financing, providing analytic services, providing storage, or providing similar services on our behalf.
- Undertaking internal research for technological development and demonstration.
- Undertaking activities to verify or maintain the quality or safety of our Services, and to improve, upgrade, or enhance our Services.
Last updated: July 2024
Privacy - Privacy Notice
1. INTRODUCTION
Klever provides trading desk services to support our customers in buying, managing, and optimizing data-driven digital advertising campaigns across multiple platforms, devices and formats. In providing these services we may process your data if you are a user or potential user of our customers’ products, services, websites or media, or if you are or work for one of our customers or other business contacts.
This Privacy Notice explain show Klever uses and protects personal data and information. Klever is committed to respecting all applicable privacy laws and ensuring your data is secure. This Notice does not apply to our processing of data of Klever employees or employment candidates, which will be communicated separately.
Klever may change this Notice from time to time by updating this page. You should check back to ensure that you are up to date with any changes.
2. WHO WE ARE
The entity that takes decisions regarding why and how your personal information is processed (also referred to as a “Data Controller”) is:
Klever Programmatic, Inc.(“Klever”) (incorporated in Canada)
6000 Boulevard Rome, Suite410
Brossard, Québec J4Y 0B6
Canada
We have appointed our Chief Operating Officer as our Privacy Officer to oversee our data processing compliance and to be a point of contact for inquiries, who may be reached at the above addresses.
3. CATEGORIES OF DATA THAT WE PROCESS
A. Internet and media users: In providing our advertising-related services we may have access to data generated by publishers or advertisers from viewers of their websites, apps, connected televisions, or other media. We ourselves do not collect this data, but this data may be disclosed to us by customers or advertising technology partners who work with us on advertising campaigns.
In general, this information relates to online behavior and does not contain real life names or addresses orany other information that could allow anyone directly to identify or contact a particular person. Information we receive may include the following:
● cookie IDs
● device IDs
● advertising IDs (such as mobile advertising IDs)
● mobile device usage data (such as apps used)
● browser and device type, version and settings (“user agent”)
● IP addresses that reveal approximate location of the device
● webpage browsing information e.g. urls visited or searched
● interactions with ads (e.g. views, clicks, purchases)
● advertising bid requests
● profile data, including likely characteristics, interests or intentions, which either we infer from the above information or is provided to us by customers and partners.
B. Business contacts: If you or your employer is a Klever customer (or potential customer), or one of our suppliers (or potential suppliers), an investor or potential investor, or other business contact, then we will need to collect certain personal contact information in connection with our relationship with you. This information may also come from our third party marketing partners. This may include:
● your name
● company name
● position
● professional qualifications or interests
● mailing address
● web address
● telephone numbers
● e-mail addresses
● details of products and services, and
● information provided to us in the course of correspondence with you (e.g. by email, phone, or online messaging).
4. PURPOSES FOR WHICH WE PROCESS DATA
We collect and use personal data for the following purposes:
A. Internet and media users
● personalizing, targeting and delivering ads
● limiting the number of times ads are seen
● measuring effectiveness and viewability of ads
● measuring clicks, purchases or other actions
● keeping records, reporting to customers and billing for ad campaigns
● making links between devices that might relate to the same users
● preventing fraud or invalid activities.
In Canada, the EU/EEA and UK our legal basis for this data use is your consent, which the relevant publisher or brand needs to have obtained from you in accordance with local laws. You can manage your consents as set out in Section 9.
B. Business contacts
● setting up, renewing, updating, and managing your or your organization’s contract or account with us
● billing and collections for services we provide
● making payments for products and services supplied to us
● evaluating new services and products
● investor relations
● recordkeeping, accounting and meeting other legal requirements
● managing, improving and expanding our business and resources
● communicating with you and managing our relationship with you
● answering inquiries including email, telephone, and chat conversations with sales and customer support staff
● responding to customer services requests
● organizing events such as webinars
● sending promotional communications and offers
● sending PR or company information (e.g. if you are a journalist or influencer)
● asking for feedback on our products and services
● understanding visitors’ navigation on our websites to understand trends and user interests and requirements.
In the EU/EEA and UK our legal basis for this data use is compliance with our legal obligations, performance of our contracts, or our legitimate interests which are compatible with your interests and rights. In Canada our legal basis for this data use is where possible your consent, which may be express or implied in accordance with local laws.
5.MEANS OF DATA COLLECTION AND DATA SOURCES
A. Internet and media users: This data may be disclosed to us by our customers in connection with their ad campaigns, or by or through demand-side platforms (DSPs) or ad exchanges through whom we buy online advertising or receive information in relation to pricing and performance of advertising.
B. Business contacts: We obtain this information directly from you or your employer, for example through exchanging emails or business cards, industry events, online or offline net working, business directories, publicly available information such as your organisation’s website and online channels, requests for proposals, or in-person meetings. In addition, if you visit our website, we may collect data using cookies and similar technologies.
6. RECIPIENTS AND INTERNATIONAL TRANSFERS
Our corporate headquarters is located in Brossard, Québec, Canada. Your personal information may be stored and processed in any country where we have facilities or service providers that we work with, e.g. for audience measurement, secure hosting, data storage, ad exchanges and DSPs.
We also provide data to ourcustomers in relation to their campaigns and contracts with us in order toensure proper billing and improve future campaigns.
Where we send data originating from the EU/EEA, the UK, or Switzerland internationally (other than to Canada or other places that are officially regarded as having adequate data protection laws), we put in place safeguards designed to ensure that data is processed in a way equivalent to the rules applicable under the EU and UK General Data Protection Regulations. These may include standard contract clauses for data transfers as approved by the European Commission or other supervisory authorities. A copy of these safeguards may be made available if we receive a valid request. When transferring data outside Québec or Canada, we will do so where we have assessed any privacy impact and concluded that the data will receive adequate protection.
Occasionally we may receive are quest from a government, law enforcement agency or regulator requesting data from us, and we would normally comply with such request without having to notify you.
7. DATA RETENTION PERIODS
We only retain data for as long as necessary for the purpose for which the data was collected. So we will retain your account data for at least the time that you or your organization has an account or contract with us. If you have subscribed to a newsletter or other communications, we will keep your contact details until you unsubscribe.
We retain device IDs and related data for up to eighteen months for billing and service management purposes. Aggregated and anonymized or statistical data may be retained for a longer period for reporting, testing, tax or legal reasons.
8. SECURITY
Once the retention periods are reached and data is no longer required, such data is anonymized so that it does not relate to any identifiable person and is not used for our services.
We implement and require our third party suppliers to implement security measures, including physical, logical, contractual, and organizational safeguards, to prevent unauthorized access to, loss, misuse, or alteration of the information that we process in connection with our services. We consider these measures to be appropriate given the low levels of sensitivity of the data that we access, and in line with all applicable laws and good industry standards.
9. PRIVACY TRAINING AND GOVERNANCE
We ensure that our personnel in roles that have a need to access personal information have appropriate and recent training regarding provincial, national and international personal information protection laws and practices. We also have in place internal policies which set out our framework for the keeping and destruction of personal information, limiting its collection, use, disclosure and retention, the roles and responsibilities of staff throughout all stages of its processing, including dealing with requests and complaints from individuals, data incident response plans, and all other aspects addressed by this Privacy Notice.
10. COOKIES
A cookie is a small piece of data sent from a website and stored in a user’s web browser or device. Every time the user loads the website, the browser sends cookie information back to the server to notify the website that it recognizes the user. You can find more information about different types of cookies here.
We use cookies when you visit our websites, for the purposes of analyzing use of our websites, and improving and optimizing our websites and services.
You can remove cookies from your web browser by following the directions provided in your browser’s “help” or “settings” sections. Some cookies may be essential for using different features of certain websites, so if you clear all cookies then those features may not work as expected, or you may need to accept some cookies on your next visit. For mobile devices please review the privacy controls within your mobile operating system.
11. YOUR RIGHTS
In relation to online advertising data, there are various methods that enable you to manage consents and data use directly, without contacting publishers or media owners:
● for the USA: www.aboutads.info/choices and www.networkadvertising.org/choices
● for Europe www.youronlinechoices.com
● for Canada: youradchoices.ca/choices
● for mobile devices: http://www.networkadvertising.org/mobile-choice
● for connected TVs: https://www.networkadvertising.org/internet-connected-tv-choices/
Some of these methods may place a cookie on your device to identify you as not wanting to receive targeted ads so, if you change devices or delete cookies, you may need to repeat this process.
In addition, under international data protection laws, including the GDPR in the EU/EEA or the UK and PIPEDA in Canada, you may have various additional rights such as the following:
● to access your personal data
● to require us to correct mistakes in your personal data
● to have personal data concerning you erased (“the right to be forgotten”)
● to receive personal data which you have provided to us(“portability”)
● to object to processing of your personal data for direct marketing or for certain other purposes
● to restrict our processing of your personal data in certain circumstances
Consumers who are resident in US states such as California, Colorado, Virginia, Connecticut, or Utah (and others in the future) may have additional rights under state privacy legislation. Depending on the particular provisions of such local laws, you may have some or all of the following rights:
● to have inaccurate data corrected
● to access and know what personal information we collect and hold, from which types of sources it was obtained, for what purposes, and the types of third parties it is shared with
● to opt out of sales or sharing of personal information
● to request deletion of personal information that we collected from you
● to limit use of sensitive information
● to not be discriminated against for exercising your rights (e.g. we would not deny you goods or services, charge you a different price, or provide you a different level of quality).
Where our use or communication of your data is based on your consent, then you can always withdraw that consent (but any processing that took place before withdrawal will still be legal).
If you wish to exercise any of your legal rights, or have another issue or inquiry, it may be easiest to contact the publisher or media provider to whom you originally gave your consent. In other cases, please contact us using the details in this Notice and we will help as far as possible. Please note that we may ask you to verify your identity before acting on your request. If you believe that we have not respected your rights then you may also have a right to challenge our compliance before the supervisory authority in your country.
Last updated: 26 January 2023