Results Through Relevance

Privacy Statement – Consumers

Last updated January 11, 2016

We, Twelvefold Media Inc. (“Twelvefold”), help our clients (“Advertisers”) reach potential new customers and existing customers on the Internet by determining which web pages (“Pages”) offer content most relevant to the Advertisers’ products and services. This Privacy Statement explains how we use certain anonymous information about you, a potential customer of our Advertisers, to decide whether to show you their ads when you visit a Page. When you visit any Page, you are a “User” of that Page.

This Privacy Statement does not apply to the privacy practices of the publishers of the Pages (“Publishers”) or Advertisers; you should read their privacy statements on their websites. If you have any questions, please email us at [email protected].

Our Business Is Ad Targeting Based on the Content of Web Pages
Many companies can target ads based on the content of websites as a whole. Real-time auctions allow advertisers to buy ad space in the moment that a User visits a Page. These particular instances of ad views by Users are called “Impressions.” We have developed the ability to target ads based on the content of Pages (not based on the User) in real time. We do this by monitoring Impressions to see what Pages Users are engaging with. We then scrape those Pages to understand what they’re about, and score them for relevance to our Advertisers’ goals and objectives. For example, if we are working for an Advertiser who sells cat treats, and we see Impressions on a web page with a cat training technique video, we will buy ad space on that Page and serve the cat treat ad there, where it’s likely to be noticed. We purchase this ad space in a real-time auction between bidders who all want to show an ad to that User on that Page. This is more sophisticated than typical contextual advertising, which simply buys ad space on sites with stories about cats.

We Supplement Contextual Targeting with Interest-Based Advertising (“Behavioral Advertising”)
Sometimes, to meet our Advertisers’ goals, we need to look beyond Pages relevant to their brand. For example, our cat treat client may not want to advertise to everyone watching the cat training video. They do not want to pay to reach consumers who simply think the video is funny. They want to target the people who are most likely to buy cat treats. To identify those people – but not personally – we work with AppNexus. AppNexus uses cookies to anonymously track the browsing history of each User who visits a website that contains an AppNexus tracking pixel. AppNexus assigns each User a unique AppNexus ID and stores that ID on the cookie that the pixel places on the User’s device. Every time that User uses the same browser to visit another website containing an AppNexus pixel, AppNexus records that visit on the User’s AppNexus cookie already on the User’s device. This means that, using AppNexus’ data, Twelvefold can tell which of the Users watching the cat video have also been reading articles about cat training and other articles of interest to cat owners.

Our Advertisers can tell when Users who have seen an ad placed by Twelvefold visit their website. They do this by including in their ads a pixel that cookies the User’s browser, and then including a pixel on their homepage that reads that cookie. Ad servers like Google’s DoubleClick often facilitate this.

Q: What information do we collect about Users?
A: We receive and record only Non-PII. We do not have access to PII. PII, or Personally Identifiable Information, is information that identifies a specific end user, such as first and last name, mailing address (including zip code), email address, and telephone number. Non-PII is information that does not identify a specific end user.

The Non-PII we receive includes IP address, App Nexus ID, URL visited, browser, plugins used, operating system, and mobile carrier. From IP address we can infer city, state, and country. We store only the App Nexus ID and the URLs visited.

Q: How do we collect Non-PII?
A: All of the Non-PII we receive comes from ad exchanges, which facilitate the real-time auctions of Impressions on websites.

Q: How do we use Non-PII?
A: We use Non-PII to identify Users of interest to our Advertisers, based on what they’ve read and watched online. (That is, the Pages where we’ve seen those Users in real-time auctions for Impressions.)

We build profiles of AppNexus User IDs to understand and analyze content consumption patterns by specific Users, identified only by their AppNexus User ID and in the aggregate.

We also use AppNexus and DoubleClick cookies to make sure that we do not show you, the User, the same ad too many times.

Q: How do our Advertisers use Non-PII?
A: Our Advertisers use Non-PII to analyze the effectiveness of the advertising campaigns they hired us to work on. They include in their ads a pixel that cookies the User’s browser and use a pixel on their homepage to read the cookie. This is how they can tell when a User arrived at their homepage by clicking on an ad that we have served to that User, rather than a different ad or from a search result. Our Advertisers may collect PII or use non-PII in other ways, but since we are not involved, this is not covered by our Privacy Policy.

Q: What Non-PII do we share with third parties?
A: We do not share the Non-PII we collect with third parties. As our ad server, DoubleClick may infer that we have reasons to believe that AppNexus User ID 8675309 might be interested in cat treats when we direct the Ad Server to serve an ad for cat treats to that User. Our Advertiser might also make inferences. We share aggregated Non-PII with our Advertisers; for example, we might tell them that the people who clicked on their ads tend to read A, B, and C types of stories.

Q: How is the Non-PII stored and for how long?
A: We store data using generally-accepted security standards. We store AppNexus IDs perpetually. If you clear your cookies, you will receive a new AppNexus ID.

Q: How can I opt out?
A: Because we do not place cookies on any Users’ devices ourselves, there are no Twelvefold cookies to opt out of.

You can specifically opt-out of AppNexus behavioral targeting by following the instructions located at When you opt out, an opt-out cookie from AppNexus will be stored in your browser. AppNexus will know the choice you have made when it sees your opt-out cookie, and will apply your choice to all companies’ use of their platform, including Twelvefold’s. If you block or delete the opt-out cookie, AppNexus will not see your choice. You can opt out of having a unique cookie placed on your browser by DoubleClick (owned by Google) by visiting

You can opt-out of data collection and interest-based advertising programs more generally by visiting the Network Advertising Initiative (“NAI”) website at or the Digital Advertising Alliance (the “DAA”) at On these two websites, you can opt out of targeting by some or all of the advertising programs who are members of the NAI or the DAA. AppNexus belongs to the NAI; Google belongs to both the NAI and the DAA. Choices you make are both browser- and device-specific. This means that if you opt out while using Safari on your computer at work, you will not be opted out on Chrome or on your home computer. Please note that when you opt out, you may receive an “opt-out” cookie so that the advertising program will know not to assign you new cookies in the future. You will continue to receive ads from that advertising program, but not behaviorally targeted ads. This is because the NAI and DAA opt-outs do not block or delete cookies, or prevent the use of cookies or other technologies for purposes other than interest-based ad targeting. If you opt out, data may still be collected about your web browsing activities and you will still see advertising. Ads may still be targeted based on the content of the web page. Even if you opt out of interest-based ads, you may still see ads based on factors such as the content of the Page, your general location derived from your IP address, your browser type and recent, previous searches related to your current search. If you erase your browser’s cookies, you may need to perform this process again.

Finally, if you wish to block or delete cookies altogether, you can manage or delete browser cookies by using your browser’s preference options, but if you do so you may not be able to utilize some services properly. Some browsers have a ‘do not track’ feature that lets you tell websites that you do not want to have your online activities tracked. These features are not yet uniform, so not every website is currently set up to respond to those signals.

Mobile device system software such as Apple iOS or Google Play Services provide an opt-out choice that will be communicated to companies providing in-app ads. For more information, or to opt out using these mechanisms, consult your device settings.

Q: What about the use of information collected by client Advertisers?
A: This Privacy Policy only addresses the use and disclosure of information collected by Twelvefold. Our Advertisers’ websites and other websites have their own data collection, use and disclosure practices. When you visit those websites, we urge you to review the privacy policies. We are not responsible for the policies or practices of third parties, including the Advertisers and Publishers we work with.

Q: What about children’s privacy?
A: We do not knowingly collect personal information from anyone, including anyone under the age of 13.

Q: What if we change our Privacy Policy?
A: If we decide to change our privacy policy, we will post those changes here. We reserve the right to modify this privacy statement at any time, so please review it frequently. The modified policy will apply to all information collected after it is posted.

Q: How can I contact Twelvefold?
A: Twelvefold Media Inc.
1261 Howard Street, 3rd Floor
San Francisco, CA 94103
(415) 913-2600
[email protected]