Privacy policy.

Xtend (“we”, “our” or “us”) is a mobile retargeting platform providing advertisers, agencies, publishers and application developers (the “Customer”) with a wide range of digital and programmatic advertising solutions (“Service”). This Privacy Policy (the “Policy”) explains how we process personal information on Xtend’s advertising solutions and the Xtend website (https://www.xtend.com/) (the “Site”). This Policy applies to information that we may process:

• About visitors who visit, use, or interact with the Site and/or people who may contact us with enquiries;
• About Customers and employees (contractors or other contact persons) of our customers; and
• About individuals who visit our Sites or applications (“End Users”) (collectively, “you”, “user”).

The Service

Xtend is a Demand Supply Platform (DSP) that provides customers with digital and programmatic-based advertising solutions supported by optimization technologies. We have built a world-class programmatic instantaneous auction system known as real-time bidding (RTB) that can display personalized ads. As such, we have no direct interaction with the individuals who visit Customers’ websites and/or apps. The personal information Xtend collects is typically used for RTB, complex technological tools that enable advertising buyers to bid in “real time” for the opportunity to show an online advertisement when a web page is loaded, an app, and/or any other digital media source is used by the End User. We collect information you provide to our customers and information about your device as described in this Policy.

Personal data is information, or a combination of pieces of information, that could reasonably allow a person to be identified. We will collect certain personal data about you and your end users as required by law, or because of our contractual relationship. Failure to provide this information may prevent or delay the fulfilment of these obligations.

We may collect the following categories of personal data from and about you:

1. Account information: we may process identity information that you provide to us when registering for an account or using our services, such as your real name, nationality, nickname, phone number, email address, and your account password.
2. Information we collect automatically from you, including internet or other electronic network activity information, such as your IP address and network type.
3. Cookie information. Like many websites, we use web log information, along with cookies, pixels, and similar technologies, to operate our Sites, better understand how they are used, resolve technical problems, and enhance your experience on our website. We use strictly necessary cookies that are required for the operation of our website, for example cookies that enable you to log into our website. We also use analytical/performance cookies. They allow us to recognize and count the number of visitors and to see how visitors move around our website when they are using it. This helps us understand how our website works, for example by ensuring that visitors are finding what they are looking for easily.

You may be able to refuse or disable cookies by adjusting your browser settings and the cookie banner on our website. Because each browser is different, please consult the instructions provided by your browser. If you choose to refuse, disable, or delete cookies, some of the functionality of the Platform may no longer be available to you; you can refer to our cookie banner settings for details.

We may collect the following categories of personal data from and about your end users:

1. Device identifiers which we collect automatically from your end users, including: device ID, Android ID, GAID, IDFA, MAC address, and other device identifiers assigned by Publishers, Advertisers, or our Partners.
2. Device information which we collect automatically from your end users, including: device model, operating system, network connection type (e.g., WiFi, cellular), system language, and region.
3. Location information: latitude and longitude as communicated by the device. We only get rough location, not exact location.

1. Information about our use of cookies

We respect the privacy of visitors to our websites, including https://xtend.com/ and associated sites or pages. This cookie policy applies to any website that links to or incorporates this policy by reference. It describes the cookies we use and the purposes for using them. You can manage your preferences at any time. However, please note that if you disable cookies, some features may not work as intended.

2. What are cookies and similar technologies?

Cookies are text files that contain small amounts of information, which are downloaded to your device (such as a computer or mobile phone) when you visit a website. They are designed to remember information about you, your preferences (such as your chosen language), or your device information when you return. This information usually does not allow us to identify you, but it can provide a better user experience when visiting websites, including ours. Most web pages contain elements from multiple web domains, so when you visit our website, your browser may receive cookies from several sources.

3. What cookies do we have?

We only use first-party cookies, which are directly set and managed by our website.

• Necessary Cookies: We use these cookies to provide you with the core functionalities of our website. For example, when a user is browsing our website, we may use cookies to maintain the user’s session state. We refer to these as “necessary” cookies. The website cannot function properly without these cookies. These cookies do not store any personally identifiable information.

4. Changes to our Cookies Notice

If we change anything important about this Cookies Notice we will notify you through a pop-up on the website for a reasonable length of time prior to and following the change. You may review the Cookies Notice by visiting the website and clicking on the https://xtend.com/lists/16.html link.

5. Contact

In case of any queries, please contact our team at enquiry@xtend.com.

This Cookies Notice was last updated in April 2024.

If you do not want to be served with interest-based advertising on behalf of Xtend, you may opt out of the data collection and targeted advertising services related to our Service.

For web browsers, please refer to your browser’s settings, as the procedure may depend on the browser you use. If you choose to refuse, disable, or delete cookies, some of the functionality of the Service may no longer be available to you; you can refer to our cookie banner settings for details.

For mobile devices, you can limit the disclosure of certain information by your mobile device to us by adjusting the settings on your mobile device: open your device’s “Settings” app → tap “Google” → “Ads” → turn on “Opt out of Ads Personalization.”

You can also contact us and we will be happy to assist you. Our Customers may also provide ways for you to opt out of or limit their collection of information from and about you. Please refer to their privacy policies to learn how to opt out. Please note that we have no control over, and are not responsible for, the privacy practices of our Customers.

We may use your and your end users’ personal data for the following purposes:

1. Identification and authentication: we use your personal data to verify your identity and create a profile for you when you register with us, access and use our services, or otherwise engage with us, and to ensure the security of your personal data. This is necessary to provide the requested service.
2. Contractual obligations: we use your personal data to meet our contractual obligations to you under our terms and conditions of use, or to take steps at your request prior to entering such a contract.
3. Service operations: we process your and your end users’ personal data to provide the Services that you request, such as advertising or user authentication/quality assessment.
4. Service improvements: we analyse usage information, including site analytics, to continually improve the user experience.
5. Communications: communications may include providing information about changes to the terms and conditions, updates regarding our services, or responses to questions you pose.
6. Advertising and marketing: we may use you and your end users’ personal data to build a profile, to understand preferences, and to help determine which marketing materials would be of interest to you and your end users. Where required by law, we will obtain your consent before sending such marketing materials.
7. Exercising our rights: we may use you and your end users’ personal data to exercise our legal rights where necessary, for example to detect, prevent, and respond to intellectual property infringement claims or violations of law.

We must have a legal basis to process your personal data, as specified under applicable laws. In most cases the legal basis will be one of the following:

1. As consented by you in respect of this Policy or any other policy directly referencing this Privacy Policy;
2. To fulfil our contractual obligations to you, for example to provide the services you request;
3. To comply with our legal obligations, for example to obtain proof of your identity to enable us to meet our fraud prevention and anti-money laundering obligations;
4. Where permitted under applicable laws, to meet our legitimate interests, for example:
   1. to understand how you use our services and to enable us to develop new services;
   2. to carry out data analysis to ensure the stability and security of our Services and to prevent crime, fraud, and misuse of our Services;
   3. to provide non-personalised advertising, which keeps most of our services free; and
   4. to improve user experience.
   When we process personal data to meet our legitimate interests, we put in place robust safeguards to ensure that your privacy is protected.
5. We may obtain your separate consent to collect and use certain types of personal data when we are required to do so by law (for example, in relation to our direct marketing activities). If we ask for your consent to process your personal data, you may withdraw your consent at any time by contacting us using the details at the end of this Notice; and
6. As otherwise may be permitted under applicable laws.

Please confirm that you have obtained your end user’s legal authorization for the purpose and scope of our processing of your end user’s personal information.

We may share your and your end users’ personal data as follows, using standard encrypted techniques such as 256-bit encryption and other industry best practices:

1. With advertisers and advertising demand partners for use in furtherance of their business purposes, including to show how many users of the app have clicked on that advertisement, and to choose the best ad for you on our mobile advertising exchange and across the broader advertising ecosystem.
2. With our affiliate companies, joint venture partners, and other partners or collaborators for the purposes of processing, analysing, or storing you and your end users’ information, or otherwise as needed to provide the services to you or achieve other purposes for which we collect information, in each case consistent with the terms of this Policy.
3. With law enforcement agencies, courts, other government authorities (whether in your jurisdiction or abroad), or other third parties where we or any of our affiliates believe it is necessary to comply with a legal or regulatory obligation, or otherwise to protect our rights or the rights of any third party.
4. With potential transaction partners, service providers, advisors, and other third parties in connection with the consideration, negotiation, or completion of a corporate transaction in which we are acquired by or merged with another company, or we sell or transfer all or a portion of our assets or business. Should such a sale or transfer occur, we will use reasonable efforts to obligate the entity to which we transfer you and your end users’ personal data to use it in a manner consistent with this Policy.

Where permitted under applicable laws, your personal data may be transferred to, stored, and processed outside of your jurisdiction, including, if you are an EU or UK-based user of the Services, in a country that is not regarded as ensuring an adequate level of protection for personal data under European Union law, by the European Commission, or under UK law, by the UK Government, including Singapore.

We have put in place appropriate safeguards (such as contractual commitments) in accordance with applicable legal requirements to provide adequate protection for your personal data. For more information on the appropriate safeguards in place, please contact us at the contact information below.

We implement technical and organisational measures to ensure a level of security appropriate to the risk to the personal data we process. These measures are aimed at ensuring the ongoing integrity and confidentiality of personal data. We evaluate these measures regularly to ensure the security of the processing.

We retain you and your end users’ personal data for as long as we have a relationship with you. After our relationship has ended, we retain the information for as long as required by law. We may also retain records to investigate or defend against potential legal claims, deal with any complaints or official enquiries or investigations regarding the Services, or maintain business records for analysis and/or audit purposes.

You and your end users have certain rights regarding the personal data we hold about you and your end users, subject to local law. These may include the right to:

1. Access — request a copy of you and your end users’ data and information relating to how it is processed;
2. Rectify — request that any inaccuracies in the data we hold about you and your end users be corrected;
3. Erase — request that we erase you and your end users’ data from our records;
4. Restrict — request that you and your end users’ data no longer be processed by us to the full extent set out in this Policy;
5. Object — object to certain ways that we process you and your end users’ data;
6. Transfer — request that you and your end users’ data be shared with a third party; and
7. Withdraw consent — where we are relying on consent to process you and your end users’ data, withdraw that consent at any time.

If you and your end users would like to discuss or exercise any rights you may have under law, please contact us at the contact details below.

The Services are not directed to children, and we do not knowingly collect any personal data from children under the age of 13 (or such legally required age of consent as defined under applicable laws), or knowingly allow such a person to register on our Services. In the event that we are notified that we have collected personal data from a child of or under the age of 13 (or such legally required age of consent as defined under applicable laws) without parental consent, we will suspend the account and delete the relevant information as quickly as possible.

Please ensure that you do not provide our services to children.

We may modify or update this Policy from time to time.

If we change this Notice, we will notify you of the changes. Where changes to this Notice will have a fundamental impact on the nature of the processing, or otherwise have a substantial impact on you, we will give you sufficient advance notice so that you have the opportunity to exercise your rights (e.g. to object to the processing) or to terminate your use of the Services. You are obligated to notify your end users synchronously.

If you and your end users have questions or concerns regarding the way in which personal data has been used, or would like to exercise any right, please contact us at enquiry@xtend.com.

We are committed to working with you (you and your end users) to obtain a fair resolution of any complaint or concern about privacy. If, however, you believe that we have not been able to assist with your complaint or concern, you may have the right to make a complaint to the data protection authority of your country of residence.