Data is core to the marketing services that Wunderman Data Products provides to clients. As long established data experts, we have built our business and reputation on the understanding that the ability to use and process consumer data can only occur in an environment where we earn the trust of both the companies on who’s behalf we process customer data and the individuals to whom such data relates in order to deliver mutual value to both brands and consumers.
Effective Date: October 15, 2018
KBM Group (d/b/a Wunderman Data Products, “WDP” or “KBMG”) are a data, analytics and technology integration marketing services company committed to helping our clients achieve optimized marketing results and customer relationships.
WDP offers a range of products and services. Amongst these are as follows: (please see the section below on our “Services” for more detail about how WDP collects and uses data with relation to our products and services.)
- iBehavior Data Cooperative
- Zipline Onboarding & Distribution Platform
- AmeriLINK Consumer Database
- CRM Onboarding
- Email & Performance Media
- Modeled Lists
- Direct Mail
- Audience Extension
- Audience Insights
- Data Installs/Licensing
- Data Appends
Wunderman Data Products operates in the United States and Brazil. Our UK offering is now managed by Conexance based in France. To review their privacy practices, visit: http://www.conexancemd.com/en/Privacy.php
These websites www.kbmg.com and www.wundermandp.com (“Site”) are operated by Wunderman Worldwide LLC (“Wunderman”, “WDP”, “KBMG”, “We”, “Us”), a WPP Company. This policy only applies to these sites where it is posted. We take the privacy of our website users and the security of their personal information very seriously and are committed to best practices.
PERSONAL INFORMATION COLLECTION AND USE
What information do we collect?
At times, we may request that you voluntarily supply us with personal information or you may choose to provide us with your personal information by emailing us via the “Careers” and “Contact” sections of this website. Generally, this information is requested or provided when you want us to provide you with information.
We may gather the following information about you when you use this website:
- Email address
- Telephone number
- IP address (a unique identifier for your computer or other device)
- Mobile device ID
- Such other personal information provided by you when contacting us via the “Careers” and “Contact” sections of this website, email, phone or otherwise. For example, when submitting a job application to us you may submit your contact details together with your resume or CV (and this will include your career history and may include sensitive personal information e.g. ethnic origin)
- We may also ask for additional information to assist us with our recruitment process and in the event you are offered a job.
How do we use it?
- We will use your personal information collected from our website in the following ways:
- to provide you with information and materials you have requested and to respond to specific queries via our “Contact Us” section;
- to send you information and materials which we determine would be of interest or relevant to you as new business information, newsletters, bulletins, etc.;
- to respond to queries related to job applications from our Career’s section;
- to provide better content on our site and to provide you with better ways of accessing information on this site;
- if you have asked us to keep you informed of other opportunities at Wunderman;
- to allow you to submit information to our new business team.
For details about how we use your information that is collected using cookies and similar technologies please see the “Cookies” page here.
WDP may also collect and store aggregate or anonymous information about a user’s interaction with the Site. We may use this aggregate or anonymous information we collect about our customers, traffic patterns, and related site information to better design our Site and to share with reputable third-party vendors. Please note, aggregate and anonymous information is not personally identifiable information and cannot directly or indirectly identify an individual on its own.
LINKS TO OTHER SITES
SHARING YOUR INFORMATION
Do we pass your information to third parties?
- We may send your personal information to other Wunderman and WPP group companies, affiliates, and third parties to help us process your personal information for the purposes set out in this notice. Further details of our group companies can be found here.
- We may disclose your personal information if we or any of our assets are the subject of a sale or similar corporate transaction. We will ensure that the third parties who receive your personal information are required to keep it confidential.
- We may also share your personal information with third parties where required for processing. For example, when applying for a job through our website, we work with a company called iCims in some countries to help us manage the application process. To learn more about the privacy practices of iCims, please click here.
- We may disclose personal information to third parties when we reasonably believe we are required or permitted by law (such as third parties who provide services on our behalf), and in order to investigate, prevent, or take action regarding suspected or actual unlawful or otherwise prohibited activities, including, but not limited to, fraud.
We will always take steps to require such third parties to keep your personal information confidential.
How long do we keep your information?
We only keep your personal information for as long as we need to, to be able to use it for the reasons given in this privacy notice, and for as long as we are required to keep it by law. For example, following a job application we may keep your information to inform you of any other opportunities that become available; however, we will only keep your information for a limited period and your details will not be kept longer than is reasonably necessary or as required by law.
How do we protect your information?
We take appropriate technical and organizational measures to ensure that your personal information disclosed to us is kept secure, accurate and up to date and kept only for so long as is necessary for the purposes for which it is used. WDP’s hosting environments and security measures are continuously reviewed and assessed by independent third parties.
This web site is not intended or designed to attract children under the age of 13. We do not knowingly collect personal information from any person under the age of 13. If you are under 13 years old and wish to ask a question or use this site in any way which requires you to submit your personal information, please get your parent or guardian to do so on your behalf. Likewise, if you are a parent or guardian and think your child may have submitted their personal information to us by mistake, please let us know, email@example.com and we will delete that data.
HOW TO CONTACT US
If you wish to contact us in relation to your personally identifiable information or if you have any queries about how we use your personally identifiable information, please let us know by contacting us at firstname.lastname@example.org. or by using the contact details below:
If you have questions, comments or concerns about these policies you can reach us by email at email@example.com or mail at:
KBM Group dba Wunderman Data Products
2051 Dogwood Street
Louisville, CO 80027
Attn: Privacy Manager
ABOUT WHAT WE DO
KBM Group was founded on the principle that of connecting consumers with products and services that are relevant and interesting to the consumer. WDP Services and Products include offerings of Data Assets, Analytics and Insights, Consumer Engagement, Digital Optimization, Consulting services. (“Services”). These services are provided through three different product offerings, Zipline, AmeriLINK, and iBehavior cooperative database (“Products”) which are described in more detail below.
Our Zipline platform and DMP provides different service offerings. With our Zipline product offering, customers can create digital audiences from their offline data for digital marketing, provide audience insights, look alike targeting, and build a custom audience of target customers based on purchase behavior, demographics and lifestyle information from Zipline’s data partners. Zipline offers the following:
- CRM Onboarding allows our clients to, upload their existing CRM list and create digital audiences from their offline data for online marketing campaigns.
- Audience Extension allows our clients to extend their audience by reaching individuals who fall outside of their data universe, but who “look like” or are who are similar to our client’s target audience and current customers. This may be done with data modeling.
- Audience Insights allows clients to analyze unique visitors who visit their website to better understand the individuals interested in their business.
- Audience Targeting allows clients to build a custom audience of target customers based on purchase behavior, demographics and lifestyle information from Zipline’s data partners.
- Deployment: allows clients the ability to deploy our audiences to Ad Network and DSP partners to broadcast their advertising messages and reach people the right way pseudonymously through interest-based advertising
- Campaign Measurement allows clients to Measure the performance of their campaigns and the impact their messages have on customer engagement with their brand.
The input is modeled as an anonymous match to the Zipline universe so no PII is shared or exposed. Once anonymized, the input is mapped to many variables. Audiences are then available for modeling, profiling and distribution into addressable channels.
Our AmeriLINK consumer database allows clients to Identify and reach consumers by purchase transactions, lifestyle interests, ailments, geographic information, occupation, families with children, online and offline buyers and responders, homeowners, vehicle owners, donors, veterans and more. This data includes individually identifiable demographic, lifestyle, attitudinal and recent transaction data. We collect and compile data from public records, warranty card information, surveys and other publicly and/or commercially available sources. This data can be used in predictive models resulting in data suitable for marketing decisions. WDP makes this data available to its marketing clients.
For more information about your ability to express choice with respect to WDP Marketing Data please see Your Choices below.
- Data Append: allows our clients to append numerous demographic variables (including life event, income, age, vehicle, household information etc.) to their ’s customer data base.
- Audience modeling: We build thousands of predictive models every year to identify look alike audiences, at scale across multiple digital channels. provide modeled prospects from this data base, as well as compiled data segmentation, lifestyle categories, and licensed lists.
iBehavior Cooperative Database:
Our iBehavior Cooperative Database is the first co-op database designed around capturing SKU-level transaction data. Our data cooperative includes both B2B and B2C. Our Merchant Services team is organized to serve financial/insurance, solo/continuity, retail/catalog, B2B and non-profit with direct marketing services such as append and iBehavior Select. iBehavior Select allows you to target individuals based on their past buying behavior, in addition to lifestyle, geographic and demographic information. Cooperative members contribute transactional data to the iBehavior cooperative database in exchange for highly qualified modeled prospects. Through the iBehavior cooperative members can also execute Direct Mail Acquisition Campaigns, and Digital Audience Targeting.
Our clients use our Services, to help them understand the advertising they deliver online (e.g. what sites it was delivered on, who saw it and whether anyone interacted with it) and to improve the effectiveness of that advertising. We also help them to try to deliver advertising to consumers who are more likely to be interested in their products and services.
When we help clients to select audiences to deliver their advertising to, we use certain demographic information (such as age, gender, education, income and household status (e.g., number of children)), geography, interests, activities, and similar information. This is all non-Personally Identifiable Information. We explain below where this information comes from. We call this type of advertising “Interest-Based Advertising”.
WHAT INFORMATION WE COLLECT
- We receive Personally Identifiable Information (PII) from a variety of ways. PII is any information used, or intended to be used, to identify an individual, including name, address, telephone number, email address, financial account number, and government-issued identifier.
- We receive transaction data through hour iBehavior coop. (i.e. Shoe Purchase). Some of the information specifically received includes PII, including full name, address, email, phone number, and purchase data. This is data we receive from our clients who are members of WDP’s iBehavior data cooperative. This data is collected when customers have purchased products, registered at a website or in some other way consented or agreed to having their personally identifiable information shared with third parties, such as WDP. It is the responsibility of those companies collecting that data to do so in an appropriate and legal way, and to permit sharing that information with us for the purposes outlined within the policy and to execute our Services, and we contractually require our partners to obtain the data appropriately.
- Purchase data may also include data points like product category (jewelry, apparel, pets, travel, sports). and purchase details, (number of orders, dollars spent, payment type, method of purchase).
- We also receive data from public records, such as occupational and recreational licenses (i.e. Fishing license). Other data sources of PII may include survey response data.
- WDP receives pseudonymous web browsing data. This is non-PII.
- We receive pseudonymous web browsing data from our data cooperative member websites as well as other third-party partners such as ad networks. (pseudonymous data includes web browsing data through the use of persistent identifiers like cookies). Some of the information we collect for these purposes includes IP Address, Cookie ID, type of browser, language, operating system, mobile advertising identifiers, location information. Please see the section on your choices to learn more about your choices and how to opt out. Web browsing history is used for interest-based advertising is the collection of data across web domains owned or operated by different entities to deliver advertising based on preferences or interests known or inferred from the data collected. This means ads served to you will be more tailored to your interests.
- We receive data from our trusted third-party partners. This data may include:
- Precise geographic location data: when we have the necessary rights to do so, we may receive and/or use a user’s precise geographic location data in connection with our Services. The data is used to help refine customer profiles.
- Advertising IDs from mobile applications (Mobile Ad IDs). We use mobile Ad IDs for couple of purposes. One is for use in our identity graph. This graph is a means to tie online and offline data sets across multiple platforms to a single person to gain a unified customer view. Mobile Ad IDs may able be used to enhance audience data.
We require our data partners to provide notice regarding third-party data collection and use for targeted advertising as well as a link to an industry opt-out page such as the NAI.
How do we use the information we collect?
- In general, we use PII for audience matching, modeling and onboarding and matching data to offline sources. All PII is de-identified once it is matched and before it is used further or shared with third parties.
- The aggregated purchase information (i.e. Shoe Buyer) which WDP receives from members of WDP’s iBehavior data cooperative is used in conjunction with demographic and lifestyle information, to build statistical models and create Addressable Audiences. The data in our AmeriLINK database may also be used for data appends or models. (An Addressable Audience is one that consists of users who are qualified to be exposed to, or see, brand messages). Once the Addressable Audiences are created, and any data matches made, all PII is removed and/or obfuscated. We do not use PII in interest-based advertising, and we do not share PII with third parties. Audiences are shared with selected third parties. All online advertisements served using Addressable Audiences, are done so anonymously. Furthermore, most Addressable Audiences contain 1 million or more individuals per audience to further protect individual identity.
- The anonymous web browsing data which WDP receives from our merchant websites is aggregated and used to create interest based, or In-Market Audiences. This anonymous web browsing data is also used to create Re-Targeting Audiences. Addressable Audiences, In-Market Audiences, and Re-Targeting Audiences are all used by our clients as well as select partners such as publishers, ad networks and demand side platforms to help improve the consumer experience by delivering relevant advertisements to those consumers. These audiences are then sent to our DSP and ad network partners for further targeting. This data is non-PII.
- We use certain demographic information
- (such as age, gender, education, income and household status (e.g., number of children)), geography, interests, activities, and similar information to help clients select audiences to deliver advertising, and to measure the delivery of these advertisements to learn about what factors make advertising successful or unsuccessful for advertisers and to generate reports to understand and improve our Service and advertising effectiveness
- we may also append demographic data existing customer data sets for the same purposes.
- While demographic data is often, on its own, non-PII, when demographic information is linked to PII, we treat this data as PII. We use this data to build desired target audiences (i.e., moms who are between ages 30-40) which are then passed to advertising partners, such as DSPs for use in interest-based advertising. While we may not actually serve the interest-based ads, we provide the audience profiles for later use in interest-based advertising.
- Cross device linking for identity graph
- We engage in the practice assigning devices to user profiles (hashed). This is also known as linking two or more devices or browsers used or likely to be used by the same user for advertising purposes. We may associate information relating to browsers, environments, and/or devices that we reasonably believe belong to the same user, to help provide more useful and relevant advertising regardless of browser, environment, or device. This is done using a variety of data points including Mobile Ad IDs.
- We can also authenticate in two different browsers then link two devices or browsers together. We use the pseudonymized version of the PII, or non-PII. Our data partners may transmit a hashed email to us if we get the same hash from two browsers, we assume they belong to the same user.
- Our graph is built on top of directly observed data and aggregated data from 3rd parties.
In summary, we use the information we collect to serve interest-based ads, model data to identify prospect consumers, perform analysis, create audience profiles, and for reporting as outlined in our Services described above.
For example, iBehavior Cooperative members contribute transactional data to the iBehavior cooperative database in exchange for highly qualified, modeled prospects to send marketing messages or offers. A Coop member can onboard their customer data and use other data within the coop to model prospects. This typically consists of appending other data like location data or other demographic data, including data used in conjunction with interest-based advertising. all PII that may be linked to non-PII, is hashed and obfuscated. This is done to offer more relevant ads, or for email marketing.
We collect information on each client’s Sites (this includes websites, and apps) – We use identifiers from web browsing history such as cookies and mobile advertising IDs for interest-based advertising. We access or store this information on devices (via cookie IDs and advertising IDs, as applicable); and analyze the information collected, sometimes with other information received from the client and organize it into desired audiences, based on the various data collected, and client goals. Our clients can then use these segments to deliver, Interest-Based Advertising to users on their computers, and other mobile devices.
With whom do we share data?
WDP shares Addressable Audience data, In-Market Audience data and Re-Targeting Audience data with our clients as well as selected third parties such as ad networks, demand side platforms and publishers. This non-PII data helps consumers receive relevant advertisements and offers from marketers based on their interests and their past purchases. These selected third parties are responsible for the actual delivery of the client campaigns for Interest-Based Advertising.
Although WDP receives PII from our clients, we do not share any personally identifiable information when creating audiences, or serving online advertisements. WDP Products use proprietary systems and procedures using Non-PII data to preserve the anonymity of users. Once PII data is matched, we de-identify the data so it is no longer identifiable to a specific individual.
We share non-PII data with our affiliate companies Wunderman Data Analytics – they use it for Analytics but not for personalized advertising. We also share non-PII data with GroupM and Xaxis, both sister companies who may use the data for interest-based advertising and Ad Delivery Reporting. WDP may share non-PII performance information such clicks, views, lands, and conversions with our clients for the purposes of analysis, performance measurement and improvement of future advertising and marketing programs.
Further, we may disclose information if we believe in good faith that such disclosure is necessary to (a) comply with relevant laws, or to respond to subpoenas or warrants served on us; or (b) to protect or defend the rights, property or safety of KBM Group or any third party.
We require our partners to provide notice regarding third-party data collection and use for targeted advertising as well as a link to an industry opt-out page such as the NAI.
What Tracking technologies do we use?
We at WDP respect user choice, and want to make sure you understand your options for data collection and use in marketing.
How to opt out:
In browser environments, (i.e. on a Website using a browser like Chrome, or Firefox), you may refuse or remove cookies from both iBehavior/KBM Group and other service providers via the following methods:
- Adjusting your browser settings to refuse or remove cookies, which would result in the elimination of Interest-Based Advertising via cookies from iBehavior and from other providers. However, by doing so, you may still receive advertisements, they simply may not be tailored to your interests. You may also not be able to use certain features on certain web sites you visit or take full advantage of all web site offerings and Interest-Based Advertising. You may refuse or remove cookies by following the directions provided in your browser settings.
- Further information about cookies is available at
- You can also Opt out of Interest-Based Advertising targeting cookies of other service providers, at the following Sites:
If you delete cookies, install a new browser or get a new computer, the opt-out cookie will need to be reset by coming back to this site.
In mobile app environments, (i.e., on mobile apps) you may opt out of Interest-Based Advertising from just specific service providers, or all service providers via the following methods:
- Going to the privacy setting on your device and selecting “Limit Ad Tracking” via your device settings, which will result in the elimination of Interest-Based Advertising via the applicable advertising ID from all service providers. To note, you may still see advertising, it will not be targeted to your interests however.
- Opting out of Interest-Based Advertising via the applicable advertising ID from specific providers via the AppChoices app. Please note that, in order for the AppChoices app to function properly, your “Limit Ad Tracking” device setting must not be selected. Interest-Based Advertising data previously collected or received in association with the replaced advertising ID will not be used for Interest-Based Advertising on any other device or browser that we have reasonably linked to the mobile app environment where the information was collected. We do not receive Mobile Advertising IDs of users who have opted out.
- Further, if an individual opts out from use of their information for further use in marketed, we opt out all data points and associated devices from future use.
Other opt out options unrelated to our online services:
To request that we no longer use your information for marketing purposes, from our AmeriLINK database simply e-mail or write to us including your name and address.
Please send requests to:
Privacy Preference Department
Wunderman Data Products
2050 N. Greenville Ave.
Richardson, TX 75082-4322
or email firstname.lastname@example.org
If you would like to have your choice apply more generally to other companies in the direct marketing industry who are not owned or controlled by Wunderman Data Products or its affiliated companies, please send your exact name and address with a signature and a $1.00 processing fee to the Direct Marketing Association at:
Direct Marketing Association
P.O. Box 643
Carmel, NY 10512
Or visit the DMA’s Consumer Commitment to Choice website at: www.dmachoice.org
To remove a telephone number from as many telemarketing lists as possible, please register for the National Do-Not-Call Registry at: www.donotcall.gov
MEMBERSHIP WITH SELF-REGULATORY GROUPS
WDP is an active member of industry associations (under KBM Group or iBehavior) that govern the policies around online consumer privacy in the context of internet-based advertising, including: the Network Advertising Initiative (NAI), and the Digital Advertising Alliance (DAA). WDP complies with the NAI Codes of Conduct, and the DAA Self-Regulatory Principles. We believe that these codes and principles help protect consumer privacy.
We fully support the digital advertising industry’s efforts to increase transparency around Interest-Based Advertising and health segments. For more information on standard interest segments based on health-related information or interests that we may use for Interest-Based Advertising purposes, please click here.
Once a cookie is set from your browser, one year from the last time we see your browser the cookie expires. WDP also generates an opt-out cookie, which has a lifespan of 50 years. Please note, if you buy a new device, clear your cookies, or download a new browser you will have to set your opt out preferences again.
Aggregated transactional data that is used by WDP for targeted advertisements is retained on a 48-month rolling basis. We automatically delete iBehavior server log data as well as anonymous web browsing data six months after it is collected. (including cookie and mobile IDs).
WDP never knowingly collects any information from children under 13 years old. WDP is not produced for, nor directed at children. If you believe that a child using your computer may have accidentally registered or purchased from one of our partners and has mistakenly received an WDP product recommendation, please refer to the “Your Choices” section for instructions on how to opt out of WDP’s iBehavior data cooperative and request that registration information be removed from WDP’s iBehavior cooperative database or email us at email@example.com
WDP invests heavily each year to ensure that the data WDP uses to produce relevant online advertisements is maintained accurately and housed securely. We protect the consumer, and our data, with both technology and business practices that mitigate the risk of unauthorized access. We employ technical, organization, and administrative safeguards to protect the data we hold. We use multiple layers of security, combining state-of-the-art firewall protection, strictly controlled access and other security measures to guard against unauthorized use or alteration of our data. Beyond this, we do not house any sensitive data that might be particularly attractive to identity thieves. We use reasonable industry security to protect data used by WDP for targeted online advertisements.
If you have questions, comments or concerns about this policy you can reach us by email at firstname.lastname@example.org or mail at:
KBM Group/Wunderman Data Products
2051 Dogwood Street
Louisville, CO 80027
Attn: Privacy Manager
CHANGES TO POLICY
WDP reserves the right to alter this policy from time to time or as our business changes. We encourage you to periodically check back and review this statement.