1. Purpose

The purpose of Apptient’s business is to facilitate ad targeting in the mobile ecosystem, while safeguarding mobile user privacy. Data privacy is the cornerstone of our work.

It benefits consumers, advertisers, and publishers when consumers receive advertising that is relevant to their interests. When consumers receive ads that are less relevant, their precious time is wasted. Eventually, they become annoyed and turn to ad-blockers and other tactics to avoid irrelevant communications. When advertisers reach consumers with messages that are less relevant, their ad spend is less effective. When publishers deliver ads that are less relevant to their users, it reduces their engagement with those users.

But when consumers receive messages tailored to their interests, everybody wins: Consumer time is better spent. Ad budgets are more effective. Publisher impressions become more valuable.

Effective data privacy enables all those benefits, because it allows consumers to receive advertising tailored to their interests without revealing their personally-identifiable information.

  1. Personally-identifiable Information and Advertising Identifiers

Apptient does not collect, use, or disclose personally-identifiable information (“PII”). We only work with information that is not personally-identifiable (“non-PII”).

Our data architecture is built around the advertising identifiers provided by the Android and iOS operating systems. Unlike device identifiers, advertising identifiers are not persistent. Advertising identifiers were created by Google and Apple in order to facilitate mobile ad targeting without the use of PII.

For this reason, numerous industry groups focused on the protection of consumer privacy strongly advocate the use of advertising identifiers for ad targeting. Such industry groups include the “Digital Advertising Alliance” (“DAA”), the “Network Advertising Initiative” (“NAI”), the “Interactive Advertising Bureau” (“IAB”), and the “Direct Marketing Association” (“DMA”).

  1. Data Collection

Apptient collects information from mobile devices through our proprietary Software Development Kit (“SDK”) technology. Our SDK may be integrated into the mobile apps of Publisher Partners (“Publisher Partners”) who license our SDK technology.

The Collected Information (“Collected Information”) may include data about the mobile user’s device such as: operating system, hardware version, device settings, language settings, telecommunications carriers, IP address, location data, the list of applications installed on the device, and the list of applications running on the device.

Because the Collected Information is associated only with the advertising identifier of the mobile user’s device, it is not PII.

We may also obtain Collected Information from external sources, such as publishers using the source code for our SDK or other data collection software equivalent to our SDK. Those external data sources adhere to our data collection policies. Collected Information obtained from those sources is also associated only with the advertising identifier of the mobile user’s device. Therefore, that data is not PII.

  1. Data Sharing

Apptient shares non-PII data with its Third Party partners for ad targeting purposes. The data shared with our partners may be collected data, or it may be data that is aggregated or derived from collected data. The collected information is used for purposes of ad targeting and other analytics, as described above.

  1. Disclosure and Opt-in

Apptient’s Publisher Partners must prominently disclose to their users that they collect and transmit user data which becomes Collected Information. The disclosure must be within the app itself, as well as within the privacy policy posted on the App Store or Google Play Store. The disclosure must describe the type of data being collected. The disclosure must explain how the data will be used.

Apptient’s Publisher Partners must have their users opt-in to the collection of user data which becomes Collected Information. The opt-in must require affirmative user action. The opt-in must occur prior to the data collection.

  1. Opt-out

At any time, any mobile user can opt-out of receiving ads that are targeted based on the data collected from their mobile device. This is accomplished by using the “Limit Ad Tracking” option in the Settings menu on an iOS device, or the corresponding “Opt-out of Interest-based Ads” option in the Setting menu on an Android device.

Here are the detailed instructions for setting the “Limit Ad Tracking” option on an iOS device:

Here are the detailed instructions for setting the “Opt-out of Interest-based Ads” option on an Android device:

The Apptient SDK checks and honors the opt-out setting on both platforms. If the user has set the opt-out option on their mobile device, then Apptient does not collect targeting data from that device.

  1. Adherence to Self-Regulatory Principles

Apptient adheres to the principles promulgated by the DAA, namely the DAA’s Self-Regulatory Principles for Online Behavioral Advertising (OBA) and Multi-Site Data, including the DAA’s Application of Self-Regulatory Principles to the Mobile Environment and the Application of the Principles of Transparency and Control to Data Used Across Devices. To learn more about the guidelines issued by the DAA, please visit the website of the organization at the following URL:

Apptient adheres to the principles promulgated by the NAI, namely the NAI Code of Conduct, including the 2013 NAI Mobile Application Code. To learn more about the guidelines issued by the NAI, please visit the website of the organization at the following URL:

  1. Data Security

Apptient makes commercially reasonable efforts to maintain data security protections in accordance with industry best practices in order to protect the data we collect and store from loss, alteration, destruction, misuse, or unauthorized access.

  1. Data Retention

Apptient retains Collected Information for as long as is needed in order to provide on-going services related to that data to Apptient’s customers.

  1. COPPA

The Children’s Online Privacy Protection Act of 1998 (“COPPA”) prohibits unfair or deceptive acts or practices in connection with the online collection, use, and/or disclosure of PII from and about children under age 13.

Apptient complies with COPPA because we do not collect, use, and/or disclose PII from or about consumers. This applies to all consumers, including children under age 13.

  1. Privacy Policy Updates

This Privacy Policy may be revised from time to time. Please revisit this page in order to see updates.

  1. Contact Information

If you have a question, complaint, or concern about data privacy at Apptient, then please contact us via email at