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Rubicon Project Advertising Technology Privacy Policy

Last Updated: October 21, 2015

Rubicon Project is committed to transparency, and we want you to fully understand how we may collect, use, and share data relating to you, and the choices that are available to you. This privacy policy governs Rubicon Project’s collection and use of data on websites and apps that use Rubicon Project’s technology to sell and purchase ads. This privacy policy also governs the use of Rubicon Project Buyer Cloud, which uses data in order to deliver relevant ads to end users. This privacy policy does not govern the collection and use of data on our website (http://www.rubiconproject.com) — that information can be found here.

Information We Collect

When you visit a website or application that uses our technology, we collect certain information about you and your device (“User Information”). Some of this User Information, including for example your IP addresses and certain unique device identifiers, may identify a particular computer or device, and may be considered “personal data” in some jurisdictions in the European Union and elsewhere.

User Information that we may collect includes: IP address, domain, browser type and language, referring website addresses, date/time of visits, page view data, search keywords, visitor activities and actions on publisher’s sites, browser history, Internet service provider, referring/exit pages, platform type, date/time stamp, geolocation (including city, country, zip code, and potentially geographic coordinates if you have enabled location services on your device), click data, types of advertisements viewed, and information about a visitor’s device including device make, device model, device operating system, device operating system version, and data connection type. We do not collect any “sensitive personal data” as defined under European data protection laws.

How We Collect User Information

We use cookies and similar technologies to collect User Information. In particular, we use the following standard web technologies:

  • “Tags and Pixels” are blocks of code that we and our customers may use to track your navigation of websites or apps using our technology, and your browsing behavior. We use pixels to coordinate User Information with our customers and other third parties.
  • “Cookies” are data files that often include a unique identifier, and are placed on a visitor’s device or computer. We use cookies on our customers’ websites in order to operate our technology and collect User Information. For more information about cookies, and how to disable cookies,  visit http://www.allaboutcookies.org
  • “SDKs” or “Software Development Kits” are blocks of code similar to tags and pixels that are embedded into an app that allow us to track certain information relating to your use of apps using our technology.
  • Additionally, we use other technologies, including locally stored objects, to collect User Information in order to assist with the delivery of ads and to provide reporting to our customers.
  • We also use standard device identifiers, for example the “IDFA” advertising identifier used on Apple’s iOS devices, to track your use of mobile apps.
  • Rubicon Project Buyer Cloud also works in conjunction with Tapad, Inc., a technology company that may use information about your visits to various websites or applications across multiple devices in order to provide you with content of interest to you across those devices. To learn more about Tapad, Inc., and how to opt out of their cross-device technology on your desktop or mobile devices, please visit their privacy policy at http://www.tapad.com/privacy-policy/.

These technologies enable us to help our advertising customers better understand and advertise to their online audience.

How We Use Information

We primarily use User Information to enable our customers to find and buy advertising space on publishers’ websites and mobile applications. In particular, our customers (and, to a lesser extent, we, including through Rubicon Project Buyer Cloud) may use User Information in conjunction with other information they have independently collect deliver you targeted advertising they believe will be of particular interest to you. For more information about how targeted advertising works, you can visit the Network Advertising Initiative’s (“NAI”) educational page at http://www.networkadvertising.org/understanding-online-advertising/how-does-it-work.

Our other uses of User Information may include, for example, to:

  • Operate and improve our technology;
  • Conduct research and development;
  • Enable standard advertising controls;
  • Prepare reports that summarize visitor activity;
  • Report on ad performance, campaign reporting, and campaign forecasting;
  • Assess user response to advertisements and promotions; and
  • Protect, investigate, and deter against fraudulent, unauthorized, or illegal activity.

Information Retention

We may store the User Information we collect, such as IP address and other information described above, for up to 90 days before we anonymize and aggregate that data into summary reports. We may store the aggregated summary data (which for example, does not include IP address or other information that may be tied to a particular browser or device) for longer than 90 days.

Sharing of Information

We share User Information with others, including advertisers, advertising agencies, and website and app publishers, for a variety of reasons. For example:

  • We share User Information with our customers to help them identify and buy advertising on publishers’ websites and mobile applications. Customers may use User Information in conjunction with other information they have independently collected in order to provide you targeted advertising and to help them evaluate whether a particular ad campaign may be of interest to you.
  • We may share User Information in connection with the sale or transfer of all or a part of our business or assets to a third party buyer.
  • We may share User Information for legal, protection, security, and safety purposes, including:
    • to comply with laws or regulatory requirements and to respond to lawful requests and legal process;
    • to protect the rights and property of Rubicon Project, our agents, customers, and others, including enforcing our agreements, policies, and terms of use and protecting our network and physical assets; and/or
    • in an emergency, including protecting the safety of our employees and agents, our customers, or any person.
  • We may share information with parties who may use that information to provide us with services or do work for us.

Information Our Customers Collect

Our customers and other third parties who use our technology may use their own tags, pixels, cookies, or other similar technology (or those of their other affiliates) within their advertisements and on certain websites. These customers maintain their own privacy policies and processes. We are not responsible for the privacy practices of customers that use our technology.

Your Opt-Out Choices

There are many ways to opt-out of receiving targeted advertising that our customers may conduct using our technology. If you opt-out of targeted advertising, we will continue to collect the same User Information described above. However, this information won’t be used to target you with interest based ads.

Should you wish to opt-out of targeted advertising you receive on websites you access on a desktop computer or through a web browser (such as Chrome and Internet Explorer), which are provided using our “display” technology, you can do so using the opt-out tool on our website, at http://rubiconproject.com/privacy/consumer-online-profile-and-opt-out/. Rubicon Project Buyer Cloud also has a separate display opt-out, available at http://buyercloud.rubiconproject.com/privacy/opt-out/

Additionally, you can opt-out by using any of the following three mechanisms. First, because we are a member of the NAI and adhere to the NAI’s code of conduct, you can opt-out of targeted advertising by participating companies, including Rubicon Project, at http://www.networkadvertising.org/choices/. Second, because we adhere to the Digital Advertising Alliance’s Self-Regulatory Principles, you can visit the Digital Advertising Alliance’s opt-out page at http://www.aboutads.info/choices/. Third, for users located in the European Union, Rubicon Project also adheres to the Interactive Advertising Bureau of Europe’s Online Behavioral Advertising Framework. Accordingly, EU-based users can opt-out of targeted advertising through the European Interactive Digital Advertising Alliance’s opt-out page at http://www.youronlinechoices.eu. Please note that on these industry sites, you will need to opt out of targeted advertising both from Rubicon Project and Rubicon Project Buyer Cloud.

Please note that these opt-outs operate by placing a cookie on your device that is unique to the browser and device you use to opt-out. If you change browsers or computers, or delete the cookies on your computer, you will need to opt-out again. You also can set your browser to notify you when a cookie is being set and to block most cookies, including ours.

Should you wish to opt-out of targeted advertising you receive while using apps on a mobile device, which are provided using our “mobile’ technology, you can enable the “Limit Ad Tracking” feature on your iOS device, or select the “Opt Out of Interest-Based Ads” feature on your Android device. For instructions on how to do so, please consult your device settings. This opt-out must be performed on each device on which you wish to be opted-out.

Your Rights

If you are a resident of the European Economic Area, you have the right to access personal information we hold about you and to ask that your personal information be corrected, updated, or deleted. In addition, you may also opt-out of receiving marketing communications from Rubicon Project. If you would like to exercise any of these rights, please write to us at the contact details provided below.


We use many different measures to help protect information transmitted over or stored on our systems. No transmission of information, however, is guaranteed to be completely secure. In particular, we cannot guarantee that your data will not be disclosed, altered, or accessed accidentally, or through unlawful or unauthorized acts of others.


We may update this privacy policy from time to time in order to reflect, for example, changes to our practices or for other operational, legal or regulatory reasons.   We may update this privacy policy from time to time in order to reflect, for example, changes to our practices or for other operational, legal or regulatory reasons. If we make material changes to this privacy policy, we will notify you of any material changes by posting the revised policy on this website, and where appropriate, by other means.

U.S.-E.U. Safe Harbor

Rubicon Project uses servers located around the world, including in the United States. We are a participant in the U.S.-E.U. Safe Harbor framework, and in this regard, may transfer certain personal information about E.U. residents from the E.U. to the U.S. in compliance with the Safe Harbor Privacy Principles. For more information about the U.S.-E.U. Safe Harbor, please visit http://export.gov/safeharbor/. To see our certification, please click here https://safeharbor.export.gov/companyinfo.aspx?id=28228. We additionally protect the information we transfer from the E.U. to the U.S. through inter-company agreements between our various entities.

In accordance with the Safe Harbor Privacy Principles, we have designated JAMS, Inc. as our independent recourse mechanism to mediate any disputes or compliance regarding our compliance with the Safe Harbor. Such mediation will be governed by the JAMS International Mediation Rules. To submit a complaint to JAMS for mediation, please visit http://www.jamsadr.com/file-safe-harbor-claim/.

Contact Us

For more information about our privacy practices, if you have questions, or if you would like to make a complaint, please contact Rubicon Project by e-mail at privacy@rubiconproject.com or by post using the details provided below:

Residents outside of the European Economic Area

The Rubicon Project, Inc.
Attn: Privacy Officer
12181 Bluff Creek Drive, 4th Floor
Playa Vista, CA 90094

European Economic Area (EEA) residents

The Rubicon Project Ltd.
Attn: Privacy Officer
2nd Level
25 Procter Street
London, WC1V 6NY
United Kingdom

Important note: The data controller of EEA residents’ personal information is The Rubicon Project Ltd at the above address. The Rubicon Project Ltd is registered with the UK Information Commissioner’s Office (registration no. ZA118130).