Archetype Data (“We,” “Our,” “Archetype Data”) provides data-driven solutions for marketing and analytics, with a primary focus on business data solutions. However, we also offer a variety of consumer-based solutions designed to help both for-profit and non-profit organizations, as well as companies working with them, market their goods and services in a relevant and efficient manner. Our solutions are implemented across multiple marketing channels, including direct mail, email, online advertising, Connected-TV, and other mediums.

We take the privacy interests of the individuals whose information we handle very seriously and are committed to safeguarding that data. This Privacy Policy explains how we collect, use, and manage information, and outlines the rights consumers have to control how their data is used in marketing.

Information That We Collect and Use in Our Services

1. Sources of Data Collection:
   • Websites and apps: Collect personal and behavioral data.
   • Public sources and data compilers: Information can also come from external sources.
2. Types of Information Collected:
   • Personal Information: This includes identifiers like names, addresses, contact details, and professional data (e.g., occupation, job title).
   • Demographic Information: Includes details such as age, gender, education level, and income range.
   • Interest and Behavior Data: The service collects data related to users’ interests (e.g., home improvement, music, travel), political leanings, and browsing habits (e.g., websites visited, apps installed, ads viewed).
   • Geolocation Data: The service may gather location-based data, such as latitude and longitude coordinates, linked to devices.
   • Online Identifiers: Data like IP addresses, cookies, mobile ad identifiers, browser/device information, and timestamps related to online behavior.
   • Inferences: The service may infer additional information based on the collected data (e.g., income range inferred from the location of a household).
3. Use of Data:
   • The collected data helps in providing the services, including targeted advertising and personalization of content, using digital advertising platforms.

This type of data collection and processing is common for digital advertising platforms and services that rely on user behavior and preferences to provide tailored ads, recommendations, and other features. Users should be aware of the types of information collected and how it might be used, including for purposes like targeted advertising and inferences based on their activity or location.

Our Services:

Archetype Data offers a broad range of data marketing services designed to help customers effectively target and engage their audiences. Our primary services include providing valuable marketing insights that help our clients identify individuals who are most likely to be interested (or disinterested) in specific offers. We support various clients, including brands, agencies, marketing platforms, and data compilers, in gaining a deeper understanding of their customers through these insights. Additionally, we assist our customers in marketing and advertising to both existing and prospective customers.

A key service we provide is online targeting, where we create defined audience segments based on shared demographics or inferred interests, such as households with tech professionals or those interested in winter travel. In partnership with data collaborators, we employ data matching techniques to align our information with online cookies and other identifiers. This enables precise targeting and measurement of ad campaigns across a variety of media channels, including display and mobile.

Moreover, we offer identity verification services, where we combine our data with clients’ own datasets to help with identity resolution, data linkage, and validation. This ensures our clients can accurately verify consumer identities, enhancing their ability to prevent fraud and improve data integrity.

How We Share Information with Third Parties, Including Service Providers

Archetype Data may share the information we collect with customers, marketing platforms, and service providers that assist us in delivering the services described above (or any future services we may introduce). The sharing occurs in the following ways:

1. With Our Customers:As outlined earlier, we license information to our customers (and occasionally to partners and resellers, who may then license it to their customers) as part of the services we provide. In some cases, we may also share the information with our customers’ service providers, such as those handling printing or mail distribution for the customer.
2. With Our Partners:We may share information, including personally identifiable data and audience segments, with our business and data partners. This enables us, our clients, or their clients to offer targeted marketing, advertising, and communications. Additionally, we may share this data for analytical purposes, such as evaluating campaign performance, informing future campaigns, or assisting with the handling, analysis, or segmentation of the information on our or our customers’ behalf.
3. With Our Service Providers:We work with a variety of service providers to operate, secure, and promote our services, as well as maintain our websites. This includes sharing information with technical and customer support providers, marketing and advertising vendors, other data providers (for data enhancement or verification), security companies, payment processors (for business-to-business transactions), and others who help us deliver or develop our services.
4. Corporate Transfers:In the event that Archetype Data is acquired by or merged with another company, or if its stock or substantial assets are transferred, the information we hold will be transferred to the acquiring entity. Additionally, information may be shared during due diligence prior to such a transaction.
5. As Required by Law or to Protect Individuals or Entities:Archetype Data may disclose information if we believe such action is necessary to:
   (a) comply with applicable laws or respond to subpoenas or warrants served on us, or
   (b) protect the rights, property, or safety of Archetype Data, our customers, or any other person or entity.

Your Marketing and Opt-Out Choices

You have several options to opt-out of having your information used for marketing purposes:

1. Contact Us Directly by Email:You can email us at optout@linq360.com to request that your personal information be removed from our database. Please include your current address, email address, and any previous home or email addresses you would like to opt out of our marketing databases.
2. Contact Us by Mail:If you prefer, you can also reach us by mail at the following address:

Privacy Division
Archetype Data LLC
20318 Hillside Grove Lane
Cypress, TX 77433

Opting Out of the Sale of Your Personal Information and Marketing Communications

You can also “opt out” of the sale of your personal information by sending an email to optout@linq360.com. Upon receiving your opt-out request, we will typically remove your personal information from our active marketing databases within ten (10) business days. In some cases, we may ask you to verify the information you’ve submitted, which may include a verified email response or another form of verification.

If you would like to reduce the amount of direct mail advertising you receive, we recommend visiting DMAChoice, a tool that helps consumers reduce unwanted marketing mail. Additional consumer choice tools include:

• The Deceased Do Not Contact List– to help remove marketing mail addressed to deceased individuals.
• The Caretaker Do Not Contact List– to help reduce unwanted marketing mail addressed to individuals in your care.

If you wish to opt out of online targeted ads (also referred to as “interest-based” or “personalized” advertising) that we deliver, please send a request to optout@linq360.com. Alternatively, you can visit the opt-out portals operated by industry groups such as the National Advertising Initiative (NAI) or the Digital Advertising Alliance (DAA). These portals allow you to learn more about how cookie-based and other opt-out mechanisms work for the companies we partner with.

Please note that these online opt-outs are cookie-based. As a result, if you browse the web from multiple browsers or devices, you will need to opt out on each browser or device. Additionally, if you change browsers or clear your browser’s cookie cache, you will need to perform the opt-out process again. Opting out in this way will not eliminate all online ads, but it will stop the delivery of targeted ads customized based on what advertisers believe may be of interest to you.

Security and Data Integrity

Archetype Data takes measures to help ensure that the data we collect is stored and transmitted securely. These measures may include a combination of physical and electronic security protocols such as firewall protections, encryption, data hashing or truncation, and access controls to safeguard personal information. While we cannot guarantee absolute protection from hacks or unauthorized access, we employ a range of security efforts aimed at minimizing such risks.

Your Privacy Rights

Depending on your location, you may have certain rights regarding your information.

Residents of various states may have privacy rights under state-specific laws, which will come into effect during 2023, 2024, and 2025. If you are a resident of one of these states, this section may apply to you, and you may have the right to:

• Request access to certain information we hold about you, potentially in a portable format, if technically feasible.
• Request updates or corrections to your information.
• Request the deletion of certain information.
• Request restrictions on the use of your information.

We will respond to your requests within the timeframes prescribed by applicable law. Please note that many of these rights may be subject to exceptions and limitations.

Sensitive Data

Certain states, such as Colorado, Connecticut, and Virginia, grant residents the right to opt-in, or consent, to the processing of their sensitive personal information, including data such as ethnicity, race, religion, sexual orientation, health condition or diagnosis, or precise location information. If you believe you have opted in to the collection of such sensitive personal information, you can opt out at any time by sending an email to optout@linq360.com.

In states like California and Utah, residents have the right to opt-out of certain uses of their sensitive personal data. We provide a universal opt-out process, meaning our opt-out methods do not distinguish between sensitive and non-sensitive information. To opt out of the collection of any personal information, including sensitive data, you can send an email to optout@linq360.com.

Changes to This Privacy Policy

We may update this Privacy Policy periodically. Any changes will take effect once the updated version is posted on our website. Please revisit this page regularly to stay informed about any updates to our Privacy Policy.