Acxiom Canada Data Products Privacy Policy

Acxiom has two primary lines of business. One is a broad line of data management services to help our clients efficiently manage their customer and potential customers’ information. The second line of business is a suite of data products that focus on marketing. Clients use Acxiom’s marketing data products to better market to their existing and prospective customers. 

Acxiom collects business and consumer information, including name, address, telephone number and other related information.

Acxiom enhances the basic contact information on consumers with Canadian census and other demographic data. We also appropriately flag all consumer information if the individual has registered with the Canadian Data & Marketing Association for their Do-Not-Call and Do-Not-Mail suppression lists.

Acxiom’s Canadian data products contain only the information required for the intended use. Acxiom’s data products are designed for a specific use by our clients that have a legitimate need for the product.

Products for Marketing and Advertising Purposes: These products contain information about individuals and households in Canada and are developed from multiple sources, including:

• Public record and publicly available information: Examples include telephone directory records.
• Data from other information providers (sometimes called “data brokers”):
  Examples include demographic information, consumer contact information, information based on responses to surveys and questionnaires as well as information concerning interests associated with mobile advertising identifiers; all collected by the sources with appropriate notice regarding what information is collected, why it is being used, and with whom it is being shared. Acxiom also collects summarized or aggregated purchase information and other aggregated or anonymous information.

Acxiom’s marketing and advertising products do not include specific details about a purchase, detailed financial information, credit information, information revealing a person’s physical or mental health condition or Social Insurance numbers.

Collection and Use of Geo-Location Data: Acxiom does not collect “movement data” as that term is generally understood in marketing. We do not track where a person is, or has been from moment to moment (i.e., device ID, latitude, and longitude plus timestamp in five minute or less increments). We do collect information related to visits to commercial locations, such as restaurants, retail stores, and car dealerships from third parties that utilize geo-location data (e.g., pseudonymous device ID plus “visits fast food restaurants”). We do not collect information related visits to sensitive locations such as places of worship, domestic abuse shelters, drug and alcohol treatment centers or reproductive health clinics.

Acxiom only uses personally identifiable information such as name, address, email address or phone number internally for matching purposes. Acxiom sells pseudonymous device ID associated with information it has collected to our third-party clients for their business and commercial purposes.  More specifically, Acxiom licenses such pseudonymous information to our clients or, in some cases to marketing agencies working on behalf of our clients, to enable more relevant marketing and advertising campaigns. Some such marketing agencies are related companies to Acxiom.

Acxiom does not collect identifiable information concerning anyone younger than 18. We collect household information related to minors younger than 18 in creating additional insights solely related to the adult parent of the minor individual, (for example, attributes such as “presence of children” and “child age ranges”). However, Acxiom does not disclose identifiable information about the minor as part of the insights created and included within the adult record.

Acxiom’s marketing products are used by qualified companies and non-profit organizations in their marketing, fundraising, customer service, and constituent service and outreach programs. Acxiom does not provide services or data to individual consumers. Our marketing products are used to enhance customer files. Acxiom’s clients use our marketing and advertising products to provide customers with better service, improved offerings, and special promotions.

Additional Terms and Conditions: For a company to use Acxiom’s products and services, it is required to enter a contract with us. The terms of these contracts further govern the use of personal information Acxiom collects and maintains.

In addition to disclosures of information in the ordinary course of business, we may disclose personal information as necessary to comply with a legal obligation or to respond to law enforcement or a regulator, such as in response to a subpoena.

Offshoring: Where permitted by law, third parties under contract to Acxiom may have access to the information in Acxiom’s marketing and advertising data products to assist in processing the data. Some of these third-party contractors may reside outside of Canada.

Categories of Service Providers with Whom Personal Information is Disclosed for a Business Purpose

Cloud computing and storage vendors; security contractors; consultants, analytic service providers, marketing analytics platforms; programmatic advertising marketplaces/platforms; premium social publishers; measurement platforms; onboarding partners; and ad tech partners (e.g., Adsquare)

Opt Out from Acxiom’s Canadian Marketing Products:

Consumers have multiple options to submit an opt-out request as noted below:

• Online: Acxiom Consumer International Rights Portal
• In Writing: See Acxiom’s address below
• Telephone: Consumer Advocate Hotline at 877-774-2094

Our mailing address is:

Acxiom LLC
Consumer Care Advocate
CWY0301-026
Attention:  Canada – Privacy Rights Requests
P.O. Box 2000
Conway, AR 72033

Access:

Consumers have multiple options to submit an Access request as noted below:

• Online: Acxiom Consumer International Rights Portal
• In Writing: See Acxiom’s address below
• Telephone: Consumer Advocate Hotline at 877-774-2094

To respond to your right to know request, Canadian law permits Acxiom to verify your identity. This will require you to supply certain personal information for validation and satisfactorily answer a series of authentication questions administered through our consumer portal. If you call or mail us and request a consumer access report, an Acxiom associate will call you to administer an authentication test in which you will be required to answer certain questions to verify your identity.

If we are unable to satisfactorily verify your identity, we will be unable to fulfill your right to know request. In that case, we will try to confirm any personal information that Acxiom may have about you.

Questions and Complaints: Individuals with questions or who wish to file a complaint, should contact us at Acxiom Consumer Privacy Support Portal or call 1-877-774-2094. Our mailing address is:

Acxiom LLC
Consumer Care Advocate
CWY0301-026
Attention:  Canada Complaints
P.O. Box 2000
Conway, AR 72033

Our data protection officer is responsible for Acxiom’s privacy policies and practices and may be reached by emailing AskPrivacy@acxiom.com.

Third Party Opt Outs: Acxiom may accept opt outs from qualified third parties. To obtain a copy of Acxiom’s third-party qualification criteria, please send an e-mail to AskPrivacy@acxiom.com.

Accuracy: Acxiom maintains quality control procedures to ensure the information we compile and process is as accurate and complete as possible.

Safeguards: Acxiom maintains security procedures designed to keep information we own, license and process from being accessed by any unauthorized person or business. We use a variety of multi-level security systems to control access to our services and data products. All users at client locations, as well as all Acxiom associates, must have the appropriate access credentials and be authorized to access certain data and applications.

Acxiom conducts risk assessments and regular audits on our internal and external information systems to assess our ability to maintain the integrity of client and Acxiom data. Our enterprise security operations center maintains real-time monitoring for information system vulnerabilities and unauthorized access attempts into our internal systems. We also maintain physical security for our facilities and limit access to certain critical areas of our business.

We take reasonable precautions to ensure that our security procedures are adequate for the protection of our computer systems and data, but this does not eliminate the possibility that our security will be breached. If a security breach causes Acxiom leadership to believe individual consumers are at actual risk for identity theft or other fraudulent activities that may cause substantial harm or inconvenience to consumers or if such breach otherwise requires public notification, Acxiom will post a security alert notice on our website (www.acxiom.com) that will provide relevant information for consumers and Acxiom clients to consider to protect against fraudulent and other harmful actions that may result from the unauthorized access.

Compliance: Acxiom participates in industry efforts to establish fair and workable guidelines above and beyond current laws and regulations and believes such actions are an effective way to protect privacy in the marketplace. We also support legislation and regulatory efforts to introduce fair and workable guidelines that protect the privacy of consumers.

We actively work to ensure that such guidelines are consistent with and complement established self-regulatory measures and that they enable the consumer to continue receiving the benefits that appropriate information use provides.

When Acxiom provides data management services to our clients, we process their information in strict accordance with the terms and conditions of the contract. Acxiom works closely with our clients to ensure the processing we perform is in accordance with all the laws governing those activities.

Awareness: Acxiom is committed to privacy education. We provide education to our clients, our associates, and the industry about the issues, guidelines and laws surrounding individual consumer privacy issues, corresponding responsibilities and Acxiom’s privacy policies and practices. Acxiom provides education and consultation to clients about privacy compliance and about the laws and industry guidelines that protect consumers. Acxiom advocates speak at various events and emphasize the importance of responsible data collection and use.

Privacy Policy Changes: From time-to-time Acxiom may update and revise our privacy policy based on changes in our business environment and changes to applicable law. We urge consumers and clients to periodically visit our website to understand any changes that may have occurred.