OverviewRevision date: January 9, 2017
Our focus is to support the auto buying process for the automotive industry and the consumer through the collection and aggregation of anonymous online automotive shopping behavior, thereby improving the consumer shopping experience, reducing waste at all levels of the vehicle supply chain, and ultimately providing the right vehicle at the lowest cost to the consumer. We provide these benefits while protecting the rights of all consumers and data owners.
We are one of the largest and most comprehensive data sources of automotive shopping behavior in the industry. We contract with operators of automotive-related websites for both consumer-level and aggregated information. To obtain this information, we collect data related to web session activity from your browser using our proprietary data collection script (also known as a “cookie”) when you are visiting one of our clients’ automotive-related websites. Your online automotive shopping activity is analyzed to produce an anonymized individual shopping profile, and also aggregated with the shopping activity of millions of other automotive shoppers to power information solutions such as industry trends, consumer demand analysis and website performance measurements.
During our processes, we occasionally are provided, receive or collect data in such a form that it may be possible to personally identify an individual. Examples of this type of data include name, address, telephone number and email address and is customarily known as personally identifiable information (“PII”). Personally identifiable information accounts for a very small percentage of our records - typically less than 5%. This personally identifiable information is made available only to the website owner to whom you disclosed the information, and those third parties designated by the website owner.
We take privacy seriously and are committed to safeguarding that privacy online. Because we do gather information from visitors to our clients’ websites, we have developed this Consumer Information page to help you understand the types of information we gather and how it is used. Please note that we have additional consumer privacy statements (available via the links below) that govern website use for our products and services in addition to Online Shopper Insight. However, the consumer information on this page specifically describes the collection, storage and use of consumer information obtained by our business subscribers of Online Shopper Insight and govern where there are conflicts or such other policies are silent.
Data related to your online automotive shopping activity is collected from your browser when you are visiting one of our clients’ automotive-related websites where our data collection script is present. The data is collected in one of two ways: directly from your input, and anonymously with regard to your interaction with the website.
The type of information that we collect directly from your input include contact information that you may have entered into a form field, such as:
- First and Last Name
- Phone Number
- Email Address
- Mailing Address
This personally identifiable information is made available only to the website owner to whom you disclosed the information, and those third parties designated by the website owner. Sensitive information, such as credit card information, Social Security number and passwords are intentionally excluded from our collection efforts.
Personally identifiable information that is collected is separate from the processes used to identify and track anonymous web browser activity. Web browser activity is collected through use of an identifier associated with a specific web browser (“Web Browser ID”) and not your personally identifiable information. As is customary for internet marketing and web analytics companies, Web Browser IDs are frequently connected to browsing behavior, website content and/or browser data.
The type of information that we collect regarding your anonymous interaction with the website where our data collection script is present is based on events triggered during that interaction. The information collected includes:
- Uniform Resource Locator (“URL”) click stream data, including date and time, when you arrive at a website through a link containing a unique identifier, and content that was viewed or searched for, including:
- Links clicked
- Pages viewed
- Inventory searched
- Vehicle detail viewed
- Computer, device and connection information such as browser type and version, operating system, unique device identifier (“UDID”) and other technical identifiers;
- Internet Protocol (“IP”) address used to connect your computer to the Internet.
Personally identifiable information may also be introduced into our system through record set imports. These record sets are typically exported from a customer and lead database, and include the following consumer information disclosed to a website owner:
- First and last name and/or unique identifier
- Phone number
- Email address
- Mailing address
Personally identifiable information imported to our database may also be appended with shopping preferences based on shopping activity.
We manage all data collected under a comprehensive information security program. Personally identifiable information is limited to those employees and contractors with a need to access basis, and specific protocols are defined for the access, use and transfer of this data.
Personally identifiable information is made available only to the website owner to whom you disclosed the information, and those third parties designated by the website owner. Sensitive information, such as credit card information, Social Security number and passwords are intentionally excluded from our collection efforts.
Your online automotive shopping activity is used to create an anonymized individual profile of your vehicle preferences, and also aggregated with the automotive shopping activity from millions of other consumers.
The anonymized individual profiles include information such as how long you have been shopping, when you are most likely to purchase and what your top preferred vehicles are. This information is used to provide insight into potential vehicle preferences, and may be sold, rented or leased to third parties that may have an interest in placing an online ad to your Web browser or mobile application with special offers that we believe may be of interest to you.
We may use and disclose the data related to anonymous website interactions for any purpose, except where we are restricted by applicable law. If we combine any anonymous website interaction data with personally identifiable information entered by you, the combined information will be treated by us as personally identifiable information, and made available only to the website owner to whom you disclosed the information, and those third parties designated by the website owner.
The aggregated data of all consumers automotive shopping activity that we collect is used to provide insight into dealership, regional and national trends, and is used to power information solutions such as industry trends, consumer demand analysis and website performance measurements.
We may also use aggregated information for any purpose, however, this information does not identify specific individuals and therefore is not personal information.
Retention of Personally identifiable information
The length of time that we keep your personal information will vary based on the purpose and use of the information collected. We will retain your personal information for no longer than is necessary for the purposes for which the data was collected unless there are legal requirements that require that we keep the information for specific periods of time.
We honor consumer privacy preferences through cookies. You may choose to opt-in, opt-out or just remain anonymous. Control your privacy preference settings by visiting our Consumer Options page.
Access to and Correction of Information
To access or correct your information, please contact the website owner to whom you disclosed the information.