Swoop’s platform uses artificial intelligence to drive marketing and analytics effectiveness for publishers, advertisers and other partners (the “Swoop Services”). The Swoop Services’ core function analyzes the characteristics of content to optimize and enhance marketing and analytics investments relating to advertising and related analysis. Publishers and advertisers can use this contextual intelligence to develop and display content on the Internet in the right locations at the right time, without using traditional models that rely on tracking users’ Internet activity to specifically target them. The Swoop Services help publishers and advertisers select content for people, not people for content. The Swoop Services can also help publishers and advertisers develop and display customized content for certain audiences based on their real-world characteristics, not based on their web viewing behaviors over time and across non-affiliated websites.
Additionally, in order to facilitate messaging to healthcare providers (HCPs), Swoop uses public National Provider Identifier (NPI) numbers provided by our Clients. Swoop’s presence on HCP authenticated sites allows for personalizing content for HCPs anonymously based on content being consumed by the HCP.
Finally, the Swoop Services include associated services to publishers, advertisers, and other partners, such as fraud mitigation and performance reporting.
The information below explains how Swoop collects, uses and discloses information as Swoop provides marketing and analytics services to publishers, advertisers, and other partners (“partners”).
1. Our Values and Team
Swoop’s team of industry veterans and advisors brings nearly four decades of experience to improving marketing and analytics effectiveness while respecting consumer privacy and rights.
Swoop’s aim is to create an online environment where everyone benefits and can feel comfortable with how information is collected and used. Using proprietary and patent-pending approaches, Swoop improves the effectiveness of marketing and analytics while avoiding this kind of tracking. Swoop works with leading independent entities to confirm that its technologies, systems and processes meet applicable legal requirements, industry best practices, and the high bar Swoop set for its business. Swoop also participates in industry educational and improvement efforts by sharing our knowledge and experience at industry events and by contributing to standards development.
2. How Swoop Services Handles Data
Data Analysis for Marketing and Analytics Insights. Swoop processes, aggregates and analyzes proprietary data (including data Swoop receives from partners and Clients) to model and enable improved performance of advertising and marketing by publishers and advertisers. Data Swoop processes is also used to improve the effectiveness of the Swoop Services, to develop and test new products and features, and for other business purposes. To perform the Swoop Services, Swoop may alone or with its partners pseudonymously match demographic attributes to browser and device users. Swoop does not identify particular individuals using this information. Swoop may also process and use browser and device information (e.g., IP address and device identifiers) to help publishers and advertisers personalize content on browsers and devices (including on mobile applications). Swoop may share browser and device information with its partners, but Swoop will not use browser and device information to identify a particular individual.
The Swoop Services do not use user data that has been collected across time and across non-affiliated websites from users to deliver personalized content to those users. The Swoop Services also do not use protected health information, precise location data, or online user journey-related data to enable ad serving to specifically targeted individuals.
Data for Performance and Reporting. The Swoop Services may use data to detect and eliminate fraud, to provide, improve, test, and monitor how the Swoop Services function, and to generate and provide aggregate statistics about the performance of the Swoop Services.
Do Not Track. Because Swoop does not engage in interest-based advertising or retargeting that involve using historical Internet usage activity to target specific individuals with personalized advertising, Swoop does not respond to browser Do Not Track (DNT) signals.
Consumer Opt-Out. Swoop strives to work with vendors and partners who share our values. In particular, Swoop seeks vendors and partners among our data providers who honor consumer choices regarding marketing and advertising preferences. Individuals are able to opt out of having new data associated with their browsers and devices and to request that Swoop disassociate data Swoop already has collected from their browsers and devices at https://optout.swoop.com. Individuals may also use their browser and device settings to stop cookies and the usage of device information for personalized advertising. Individuals may opt out on a connected television by using the television’s operating system settings.
3. When Swoop May Disclose Data
Swoop may either engage or partner with third party service providers and vendors for the purposes of facilitating or enhancing the Swoop Services. For these service providers and vendors to carry out their services, Swoop may share data with them subject to obligations to protect such data. These services may include, without limitation, maintenance services, database management, web analytics, and other functionality or improvement of the Swoop Services.
Swoop may use and share aggregate information about the use and performance of the Swoop Services for any purpose. This information does not identify an individual.
4. Data Retention
Swoop retains pseudonymous data for up to 18 months. After 18 months (if not sooner) the data is de-identified or aggregated and stored for up to 3 additional years if necessary in order to provide our Services and valid contractual or legal obligations.
5. International Considerations
The Swoop Services are not intended for use outside of the United States and Canada, and Swoop has taken steps to prevent their use in the European Economic Area.
7. Changes and Updates
8. Contacting Swoop
For any questions or comments about Swoop or the Swoop Services and privacy, please email Swoop at firstname.lastname@example.org or contact Swoop at:
125 Cambridgepark Drive, Suite 305
Cambridge, MA 02140
Effective Date: September 9, 2019