Covered Information (“CI”) Purpose(s) for which the CI is collected or used Specific business needs for retaining each type of CI Timeframe for deletion of each type of CI
First & Last Name Collected for CDS’s internal business use to address prospects, clients, and vendors; fulfilling consumer delete requests; deduplication and data hygiene; licensing it to clients for their marketing or internal business use. Retained to maintain communications with prospects and clients; data hygiene; fulfill commercial obligations with clients. Retained until a deletion request is received and processed.
Email Address Collected for CDS’s internal business use to address prospects, clients, and vendors; fulfilling consumer delete requests; licensing it to clients for their marketing or internal business use. Retained to maintain communications with prospects and clients; data hygiene; fulfill commercial obligations with clients. Retained until a deletion request is received and processed.
Telephone No. Collected for CDS’s internal business use to address prospects, clients, and vendors; fulfilling consumer delete requests; deduplication and data hygiene; licensing it to clients for their marketing or internal business use. Retained to maintain communications with prospects and clients; data hygiene; fulfill commercial obligations with clients. Retained until a deletion request is received and processed.
Precise Location Data Collected for the purpose of licensing it to clients for their marketing or internal business use. Retained to fulfill commercial obligations with clients. Retained until a deletion request is received and processed.
Static IP Address Collected for the purpose of deriving the approximate location of a device; detecting invalid traffic; licensing it to clients for their marketing or internal business use. Retained to validate veracity of device and location data; fulfill commercial obligations with clients. Retained until a deletion request is received and processed.
MAID Collected for the purpose of associating data to a device and creating data products therefrom; licensing it to clients for their marketing or internal business use. Retained to fulfill commercial obligations with clients. Retained until a deletion request is received and processed.
Connected TV Identifiers Collected for the purpose of associating data to a device and creating data products therefrom; fulfilling consumer delete requests; licensing it to clients for their marketing or internal business use. Retained to fulfill commercial obligations with clients. Retained until a deletion request is received and processed.
CDS Consumer ID Used internally for the purpose of linking and deduplicating records; fulfilling consumer delete requests; licensing it to clients for their marketing or internal business use. Retained in furtherance of data continuity and hygiene; fulfill commercial obligations with clients. Retained until a deletion request is received and processed.
CDS Primary IP ID Used for the purpose of identifying multiple devices to a common IP Address; fulfilling consumer delete requests; licensing it to clients for their marketing or internal use. Retained to fulfill commercial obligations with clients. Retained until a deletion request is received and processed.