Responsible Data Practices

When you entrust us with customer data

Your data stays yours. We use it only for your agreed services, whether that means enriching records, resolving identities, or supporting activity in Datasys360. We do not repurpose it to build datasets or models for other customers. Our work follows the purpose and instructions established in your agreement.

When you use Datasys data

Our data and identity products bring together consumer and business profiles, digital signals, and predictive intelligence. We take responsibility for how those products are sourced, developed, protected, and licensed, including the privacy choices associated with the information they contain.

Clear expectations for every relationship

Our licensing agreements define permitted uses and restrict downstream use. These commitments give customers and partners a clear basis for working with Datasys data, whether they use it inside Datasys360 or in their own environment.

Permission-based communication

We use opt-in audiences for U.S. marketing email and honor unsubscribe requests. Our review of data sources includes collection permissions and the uses those permissions support, so permission remains part of the conversation from sourcing through activation.

Transparency around digital activity

Our Privacy Policy explains how cookies, device identifiers, and digital activity are used. Cookie Preferences gives visitors control over optional website cookies. We also honor Global Privacy Control signals as opt-out requests for the browser or device transmitting them, as described in our policy.

A direct path to your privacy rights

Our privacy portal brings requests into one place. Depending on where you live, your rights can include:

• Access: Learn what personal information is held about you and how it is used.
• Correction: Request changes to inaccurate personal information.
• Deletion: Ask for your personal information to be deleted.
• Opt-out: Opt out of the sale or sharing of information and its use for targeted advertising.
• Additional choices: Exercise applicable rights to data portability, limits on sensitive-data use, or an appeal of a request decision.

The information behind our products

• Consumer and business profiles: Contact, household, demographic, and business information that helps organizations enrich records and understand their markets.
• Digital and behavioral signals: Activity and interest signals that help reveal market demand, audience interests, and changing customer needs.
• Identity and linkage data: Identifiers and connections that bring records, devices, and activity into a more consistent view of a person or household.
• Predictive and modeled insights: Derived attributes and analytical outputs that help customers identify patterns, build audiences, and evaluate opportunities.

Standards at the source

Before accepting supplier data, we review where it comes from, how it was collected, the collection permissions and privacy practices behind it, and its permitted uses. Those reviews help determine which data belongs in our products and how it can be put to work. Scale matters, but the source and terms behind the data matter just as much.

Clarity in the intelligence we deliver

A recorded event and a prediction tell you different things. We distinguish source data, observed behavior, derived attributes, and modeled insights so customers can interpret them in context. That distinction matters across enrichment, audience intelligence, and AI, helping businesses understand what a signal represents and how to use it.

U.S. federal requirements

• CAN-SPAM Act: Requirements for commercial email, including sender transparency and honoring unsubscribe requests.
• Telephone Consumer Protection Act (TCPA): Consent and other requirements for covered calls and text messages.
• FTC and FCC requirements: Applicable consumer-protection, privacy, and communications rules.
• Children’s Online Privacy Protection Act (COPPA): Protections governing the online collection and use of children’s personal information.
• Health Insurance Portability and Accountability Act (HIPAA): Privacy, security, and contractual responsibilities for work performed as a business associate.

California privacy rights

The California Consumer Privacy Act (CCPA), as amended by the California Privacy Rights Act (CPRA), is a central part of our U.S. privacy program. We support applicable rights to know, access, correct, and delete personal information, opt out of sale or sharing, and limit certain uses of sensitive personal information. Exercising those rights should not result in discriminatory treatment.

State privacy laws

We address applicable state privacy requirements, including:

• Colorado: Colorado Privacy Act.
• Connecticut: Connecticut Data Privacy Act.
• Delaware: Delaware Personal Data Privacy Act.
• Florida: Florida Digital Bill of Rights.
• Indiana: Indiana Consumer Data Protection Act.
• Iowa: Iowa Consumer Data Protection Act.
• Kentucky: Kentucky Consumer Data Protection Act.
• Maryland: Maryland Online Data Privacy Act.
• Minnesota: Minnesota Consumer Data Privacy Act.
• Montana: Montana Consumer Data Privacy Act.
• Nebraska: Nebraska Data Privacy Act.
• Nevada: Online privacy and consumer health data requirements.
• New Hampshire: New Hampshire Privacy Act.
• New Jersey: New Jersey Data Privacy Act.
• Oregon: Oregon Consumer Privacy Act.
• Rhode Island: Rhode Island Data Transparency and Privacy Protection Act.
• Tennessee: Tennessee Information Protection Act.
• Texas: Texas Data Privacy and Security Act.
• Utah: Utah Consumer Privacy Act.
• Virginia: Virginia Consumer Data Protection Act.
• Washington: My Health My Data Act.

European and UK privacy requirements

For processing subject to the EU General Data Protection Regulation (GDPR) or UK GDPR, our approach addresses lawful processing, transparency, individual rights, and safeguards for personal information. Our Privacy Policy explains how to contact us and exercise applicable rights.