5. INFORMATION WE COLLECT ABOUT END USERS
5.1
We collect the following information about End Users:
(a)
Advertising identifiers associated with the End User's device, such as Android GAID and iOS IDFA
(b)
Unique agent string used to identify the End User's browser and device type
(c)
Information about the End User's device, including IP address, location, time zone,
language of the End User's system, device type (such as brand, model and operating system);
(d)
Interaction with adverts served through the Service, such as views and clicks; and
(e)
Demographic data, such as approximate age, income, household size and family status.
5.2
We receive this information from the advertising service provider responsible for identifying and providing
the advert to the End User, together with any other information relating to the category of user
and audience segment the End User fits into.
5.3
We use most of the personal information we collect about End Users to provide the Service
to the Customer, specifically to identify End Users' interests and activity in
mobile applications to determine what advertising we think may be most relevant
to them and serve them the most relevant advertising on behalf of our Customers.
5.4
We do also, however, use this information to improve our Service by training our predictive
modelling, and to verify the effectiveness of the advertising campaigns managed through our
Service. If you are in the EEA or UK, the lawful basis we rely on for processing this
personal information is that you have given us, through the relevant mobile app provider,
your consent to do so.
5.5
In addition, if an End User downloads and uses one of our Customers' applications in
connection with an advert provided to them through our Service,
we collect the following information about that End User:
(a)
Advertising identifiers associated with the End User's device, such as Android GAID and iOS IDFA
(b)
Information about how the End User uses our Customer's application, such as when
they download the application and any purchases they make through the application.
5.6
We primarily collect this information on behalf of the relevant Customer to enable them to
assess and track the effectiveness of their mobile advertising campaigns.
5.7
We do also, however, use this information to measure and improve the effectiveness of our
Service. If you are in the EEA or UK, the lawful basis we rely on for processing this
personal information is that you have given us, through the relevant mobile app provider,
your consent to do so.