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Customer Engagement Services Privacy Statement

Last updated: August 21, 2020

This privacy statement describes how PwC collects, uses and shares information about individuals in connection with our products and services involving the development and delivery of audiences and related information to our clients for their own marketing purposes, our assistance to our clients to execute their marketing campaigns, and our analysis of how effective our products and services are (collectively, the “Services”).

This privacy statement supplements the information contained in our main Privacy Statement with respect to Corporate Clients. Please review that privacy statement for additional information about our information handling practices in connection with the Services.

Information collection

To provide the Services, we receive information from third parties, such as our data providers, other vendors and our clients, and we may also collect information about consumers through tracking technologies. Much of the data we receive is aggregated or de-identified, but the information we receive and use for our Services may include:

  • Information from our vendors. We receive basic information about consumers from third party data vendors, advertising networks, and data analytics providers. The information we receive from these vendors consists of identifiers, such as names, addresses and other contact information, and demographic information, such as age and gender. We may also receive internet and electronic network activity information regarding individuals’ online activity across websites, mobile apps, and linked devices over time.
  • Information from our clients. We may receive information from our clients and their vendors regarding individuals’ previous transactions and other interactions with their business, including via their websites and mobile applications. This may include identifiers, such as names, addresses and other contact information; internet and digital activity information, such as browsing history and information regarding a consumer’s interaction with a website or mobile app; commercial information, including information about previous transactions, such as whether a consumer has previously purchased products or services from our client; and other information that our clients maintain in their customer relationship management databases or have otherwise acquired. We may combine the information we receive from our client with other information that we receive from our vendors in order to provide the Services to that specific client.

    Please note that this privacy statement does not apply to the practices of our clients. We encourage individuals to review the privacy notices of the businesses with whom they interact online and offline.
  • Inferences, Audiences and Insights. We may generate inferences about likely consumer behaviors, interests, attitudes, and preferences through data modeling and machine learning and create audiences and insights based on such inferences as well as the information we receive from the relevant client.
  • Online Activities. When an individual visits a website or uses a mobile application provided by our client or our vendor, or a website or mobile application where our Services or our vendors’ services are deployed, our or our vendors’ tracking technologies or server logs may automatically collect information from your browser or device. This may include unique identifiers (such as IP address, cookies, beacons, pixel tags, mobile advertising identifiers, and other forms of persistent or probabilistic identifiers) and internet or other electronic network activity information (such as a browsing history, search history, and information regarding an individual’s interaction with websites, mobile applications, or advertisements).

Information use

We use the information described above for the following purposes:

  • To create audience segments and insights. As part of the Services we provide to our clients as described in more detail below, we use the information we receive and collect to create inferences about consumers’ likely commercial preferences through data modeling and machine learning. 
  • To provide the Services to our clients.
    • Our clients may then use the information we provide to them to personalize and more effectively tailor their advertising and marketing campaigns to existing and prospective customers as well as to analyze the effectiveness of these advertising and marketing campaigns.
    • While we use data modeling and machine learning technologies to create the inferences, audiences, and insights that we provide to our clients as part of the Services, our Services are not intended to be used to make any decisions that would have a legal or similarly significant effect on individuals, and we require our clients to agree not to use our Services for such purposes.
    • As part of our Services, we may also use the information we receive and collect to assist our clients to deliver their advertising and measure the effectiveness of their advertising and marketing campaigns. This may include facilitating ad delivery, and providing information and metrics to our clients, including attribution, ad reporting and analytics. 
  • To improve our services. We are continually looking for ways to help our clients and improve our business and services. Where agreed with our clients and vendors, we may use information that we receive from them for other lawful purposes, including analysis to better understand a particular issue, industry or sector, provide insights to our clients, improve our business, service delivery and offerings and develop new PwC technologies and offerings. To the extent that the information we collect from or on behalf of our clients in the course of providing professional services contains personal information, we will de-identify the information prior to using it for these purposes.
  • To comply with law and legal obligations. As with any provider of professional services, we are subject to legal, regulatory and professional obligations. We may use the information we receive and collect in connection with the Services as required by law, regulation, professional obligation, or other legal obligation.

Information sharing

We share the information we process in connection with the Services as described in our main Privacy Statement under Corporate clients.

Information sale

As described above, as part of the Services, we share with our clients, which may include financial institutions, hotels and hospitality providers, brands, retailers, and other businesses, certain information sourced from the third party data providers described above as well as inferences that we create. This sharing of information may be deemed a sale under applicable law. We share information with our clients in this manner in order to provide the Services to our clients.

The categories of information shared with our clients in this manner in the preceding twelve (12) months are as follows:

  • Identifiers such as names and addresses
  • Demographic information such as gender
  • Inferences and insights about consumer preferences, including the audience segments that we assign to consumers
  • Internet and digital activity information, including information regarding a consumer’s interaction with a website, mobile app, or advertisement

Depending on the jurisdiction in which you are located, you may have the right to opt-out of the sale of your personal information. Please see our Notice of Right to Opt Out of “Sale” for instructions on how you may exercise your opt-out right under applicable law. For information about other privacy rights you may have under applicable law, please see the Individuals’ rights section of our main Privacy Statement.

California consumer request metrics

If you would like information about the number of requests submitted by California consumers, please see our California consumer request metrics page.

Changes to this privacy statement

This privacy statement, in conjunction with our main Privacy Statement with respect to Corporate clients, describes our current information handling practices in connection with the Services and covers our information collection, use, sharing and selling practices in the last twelve (12) months. PwC may update these privacy statements at any time by publishing an updated version here. You can access the most current version of this privacy statement at any time on this site.

Contact us

If you have any questions about the information provided in this privacy statement or our privacy practices, please contact us as set forth in our main Privacy Statement.

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