Privacy Policy

Effective as of: August 21, 2018

This Privacy Policy describes the privacy practices of Place Exchange, Inc. The Place Exchange services enable the owners or operators of public displays (“Publishers”) to sell, and agencies, advertisers, or their advertising technology platforms (“Advertising Partners”) to buy, advertising inventory available on public displays and measure the effectiveness of such advertising (the “Services”).

This Privacy Policy is written to explain how Place Exchange uses, discloses and secures device-related information when people are exposed to ads through the Services, as well as how Place Exchange may collect, use, and disclose information when visitors come to its website.

Please click on the sections below to learn more about this Privacy Policy:

  1. Information Place Exchange Receives in Connection with the Services
  2. How Place Exchange Uses and Shares Information
  3. How Long Place Exchange Keeps Information
  4. Place Exchange's Website
  5. Miscellaneous

1. Information Place Exchange Receives in Connection with the Services

1.1 Place Exchange Receives Consumer Data from Data Providers

The Services do not collect any information directly from consumers or their devices. All the data Place Exchange receives comes from data providers that collect information from consumers’ mobile devices via an app or other service (“Data Providers”).

1.1.1 Click here to learn about the data collection practices of the third party Data Providers from whom Place Exchange receives information.

1.2 Place Exchange Receives Mobile Advertising Identifiers and Location Information

Data Providers send to Place Exchange observations consisting of (1) the mobile advertising identifiers of devices that are near public displays integrated with the Services, (2) the precise locations of those devices (e.g., latitude and longitude), and (3) the time of each observation (collectively, “Received Observation Data”). This information is received only after the advertising has been delivered and it will not be used by Place Exchange or its Publishers or Advertising Partners to target specific individuals with advertising in public space.

1.2.1 Place Exchange does not receive any information about consumers or devices other than Received Observation Data.

1.2.2 Place Exchange honors user choice. If Place Exchange receives an opt-out signal in connection with Received Observation Data, we will not share that Received Observation with any third party, including Advertising Partners: in any event, Place Exchange does not use mobile advertising identifiers or any other device or user-specific information to target ads on public displays to specific devices or individuals.

2. How Place Exchange Uses and Shares Information

2.1 How Place Exchange Uses Information

Place Exchange may use the information it receives to:

  • Enable Advertising Partners to measure the effectiveness of advertising delivered on public displays through the Services,
  • Operate, maintain or improve the Services, including the delivery of advertising on public displays, administration, internal operations, troubleshooting, data analysis, testing, research, statistical and survey purposes,
  • Manage the Services,
  • Comply with laws and regulations, and
  • Maintain the security of the Services.

2.1.1. Place Exchange does not use mobile advertising identifiers or any other device or user-specific information to target ads on public displays to specific devices or individuals (sometimes referred to “Personalized Advertising”“Interest-based Advertising” or “Retargeting”), nor does it enable Publishers or Advertising Partners to do so.

2.2 How Place Exchange Shares Information

2.2.1 In General.

Place Exchange may share any information with:

  • Service providers and sub-contractors to the extent reasonably necessary to provide, manage, or improve the Services,
  • A third party that acquires the Place Exchange business or a majority of its assets, if that third party obtains the rights to provide the Services and remains subject to the provisions of this Privacy Policy, or
  • A third party with whom there is a legal obligation to share information.

2.2.1 Sharing Information with Advertising Partners.

Place Exchange shares information with Advertising Partners to report on, analyze, and measure the delivery and effectiveness of advertising delivered on public displays through the Services. This information may also be used by Advertising Partners to plan their advertising campaigns and select the locations and contexts where their advertisements will be displayed.

2.2.2.1 Place Exchange obscures the Received Observation Data prior to sharing it with Advertising Partners. Specifically, Place Exchange shares with Advertising Partners the mobile advertising identifiers of devices that were near advertising displays, but obfuscates the location of the displays, so that Advertisers Partners do not know the precise locations of where ads were displayed.

2.2.2.2. In zip codes that have fewer than 6 public displays, no mobile advertising identifiers are shared at all.

2.2.2.3 Place Exchange never shares the precise location of advertising displays with Advertising Partners and never shares the precise locations of consumer devices.

2.2.2.4 Place Exchange honors user choice. If Place Exchange receives an opt-out signal in connection with Received Observation Data, we will not share that Received Observation with any third party, including Advertising Partners.

3. How Long Place Exchange Keeps Information

3.1 Mobile Advertising Identifiers

Place Exchange keeps mobile advertising identifiers for 60 days after receiving them, after which they are deleted.

3.2 Precise Location Information

Place Exchange keeps location information for up to 72 hours after receiving it, after which it is deleted.

4. Place Exchange's Website

4.1 If visitors to the Place Exchange website fill out a feedback form, sign up for an email list or choose to communicate in another way, their information will be collected in order to respond to the request, feedback, or question. That information will not be shared with any third party for their own use.

4.2 Information may also be collected about the IP address, as well as the computer, mobile device, or other device used to visit the Place Exchange website.

4.3 Place Exchange’s website uses "cookies," web beacons, tags and scripts, and other similar technologies to help understand website visitors. The website does not respond to browser-based "do not track" signals.

4.4 Place Exchange’s website may also use cookies issued by third parties. For example, Google Analytics is used to track the websites visited or search terms used by visitors immediately prior to visiting the website, or to collect information about how visitors use the website. Google Analytics uses its own cookies. These cookies don’t collect information that identify a visitor. The information collected is only used to improve how the website works.

4.4.1 You can find out more about Google Analytics cookies here. You can avoid the use of Google Analytics relating to your use of the Place Exchange website by downloading and installing the Browser Plugin available here.

5. Miscellaneous

5.1 Consumers may limit the sharing of their device mobile advertising identifier, as well as location information, in their mobile device settings. Please visit the Network Advertising Initiative Mobile Choices page for detailed instructions on how to opt-out on mobile devices. Place Exchange does not have a direct relationship with consumers and cannot offer these tools.

5.2 Publishers and Advertising Partners may have their own policies that govern how they collect, use, and share data. These policies may differ from the practices and policies described here. The privacy policies of Place Exchange’s Data Providers can be found here.

5.3 The Place Exchange Services are offered in the United States; the privacy practices set forth here are governed by the laws of the United States.

5.4 Questions, comments and requests regarding this Privacy Policy are welcomed and should be addressed to: Place Exchange Privacy, 10 Hudson Yards, 26th Floor, NY, NY 10001 or privacy@placeexchange.com.