Consumer Privacy Notice

Swoop Consumer Privacy Policy

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. 

Swoop is also a member of the Network Advertising Initiative (NAI) and as such we adhere to their Code of Conduct.

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.

Cookies and Similar Technologies. Cookies are files that web servers place on an Internet user’s computer that are designed to store basic information (such as visitor preferences). Through the use of cookies, log files, and similar technologies, Swoop may store basic information about visits to a partner’s website, in deidentified form, so that Swoop can help the provision of the Swoop Services and improve them. If a visitor does not want information collected through the use of cookies, most browsers allow third-party cookies to be rejected.

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 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 share all or some of the data with any of our affiliates, joint ventures, or other companies under common control in accordance with our rights and consistent with this Privacy Policy. Additionally, in the event Swoop goes through or undergo due diligence in anticipation of a business transition such as a merger, acquisition by another company, or sale of all or a portion of our assets, the data Swoop maintains may be among the assets transferred.

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.

6. Security

Swoop has implemented security measures, including physical, electronic and administrative safeguards, to prevent the unauthorized access to, loss, misuse or alteration of information. Swoop believes these measures are appropriate given the nature of the data and our systems, but makes no assurances in this Privacy Policy about its ability to prevent any such event or the possible harm that could arise from it.

7. Changes and Updates

Swoop may occasionally update this Privacy Policy, and when Swoop materially updates this Privacy Policy, Swoop will also revise the “Effective Date” on this page.

8. Contacting Swoop

For any questions or comments about Swoop or the Swoop Services and privacy, please email Swoop at or contact Swoop at:

Swoop Inc.
100 Campus Drive, #300
Florham Park, NJ 07932

Effective Date: September 9, 2019