Privacy Notice Product

A. AppLift privacy notice for users

This privacy notice is to inform you about the functioning and processing of personal data when using our online advertising technology. AppLift ensures a targeted deployment of advertising in apps to draw users’ attention to other new apps. To this end, AppLift uses a platform to bring together providers of apps which have ad space and advertisers who wish to advertise their own apps. On the basis of pseudonymous data, AppLift uses technologies that are integrated into the apps to allow it to deploy advertising in a more targeted manner to those users who may be interested in the apps advertised and who fit the target groups of the respective advertising campaigns. The technologies that are integrated into the apps for this purpose and the associated data processing are monitored by the providers of the apps and they are responsible for this. Please therefore also note their individual privacy policies.

To jump directly to the information on the AppLift opt-out/the possibility to object, please click here: Opt-out.

B. Provider of AppLift's services

AppLift’s services are provided by AppLift GmbH, Rosenstraße 17, 10178 Berlin. Should you have any questions regarding data protection in connection with AppLift’s services, you can contact AppLift’s data protection officer at any time by emailing dataprotection@applift.com or writing to the postal address provided.

C. Data processing in connection with AppLift's services

1. AppLift only uses pseudonyms. Personal data means any information that can be attributed to a person, such as name, age, email address, telephone number or information about app use and interactions with advertising. In principle, AppLift’s services do not involve the recording of any information about users in clear text. AppLift does not know the name, address or email address of the users of the apps in which advertising is displayed. All information processed by AppLift is recorded, stored and evaluated using temporary identifiers (pseudonyms) that AppLift cannot decipher or re-identify. In particular, unique device identifiers and IDs (e.g. advertising IDs) may be used as identifiers.

2. Purposes of data processing at AppLift. In principle, the app providers who work with us to deploy advertising to the users of their apps by means of AppLift’s services are responsible for the associated data processing. AppLift only processes data on behalf of the app providers so that the latter can market ad space for targeted in-app advertising and targeting campaigns. In the case of app providers who display advertising to fund their work on those apps and the operation of the respective platforms, targeted advertising helps the app providers to achieve higher prices for ad space. In the best case, this also causes the use of advertising to become less extensive, less bothersome and more relevant for users. For AppLift’s customers, a targeted use of advertising as part of their campaigns leads to lower costs and they reach users who are actually interested in the new apps advertised.

Categories of data processed in connection with AppLift’s services. In-app advertising is implemented using device identifiers and IDs or cookies and comparable technologies (hereinafter also referred to as “identifiers”). Displaying appropriate ads that are as interest-based as possible (e.g. banners, videos or interactive elements) is made possible by the app provider using its own technologies to record and, if necessary, evaluate the use of its app. The following usage data are collected and made available to us:

- current IP address of the device

- date and time when the app was accessed

- information about the region or location where the app is currently being used

- unique device identifiers and IDs (e.g. advertising ID such as IDFA on iOS or the Google advertising ID on Android)

- technical data about the device and operating system used

- where appropriate, general information on their user groups (such as age, gender and interests)

- installed apps, if applicable

- other identifiers in encrypted form, if applicable

- This information is stored by AppLift exclusively using identifiers which AppLift is unable to decode (pseudonyms).

AppLift’s customers then decide in advertising campaigns which ads (e.g. banners, videos or interactive elements) should be deployed to app users – users who should, ideally, correspond to certain criteria and target groups. If a user who corresponds to these target groups subsequently uses the app of an app provider in which free ad space is available, the usage data provided to AppLift facilitate the targeted deployment of an advertising message to that user. Technically, when the app is accessed, the app provider makes a request on a specially created platform, via which ad space is auctioned. If available ad space and the app in which it is located match an advertising campaign of a customer of AppLift, and if the user matches the corresponding target group of that campaign, the ad space is acquired within a fraction of a second and the ad previously specified by AppLift’s customer is shown to the user. For this purpose, the IP address of the user and the unique device identifiers and IDs are used so as to be able to display the ad in the app.

If the user clicks on the deployed advertising, for example to reach the advertised app in the respective app store, this is recorded by AppLift. If the app is downloaded and installed or then opened, this is recorded by the respective app provider and AppLift is notified. Here AppLift does not know the identity of users, but by means of the identifiers can only recognise those users who have previously received one of the deployed ads. AppLift receives this data about interactions with ads and installations of the new apps and the IP addresses, so that it can use this data to bill for its own services with customers (e.g. campaign costs), to enable billing verification, to create statistical overviews for customers and to measure the reach and efficiency of ads for AppLift’s customers.

The IP addresses are used to roughly determine the region or approximate location of the user or device on which the app is currently being used. In particular, this location determination is intended to ensure that advertising is only deployed for apps that are also available at the user’s respective location, in their app store and in the national language. In their campaigns, customers of AppLift specify in which regions the respective ad should be deployed.

AppLift also uses the usage data and data about interactions with ads and installations of the new apps to troubleshoot and to improve its own services, e.g. in the context of anonymous evaluations.

4. Data recipients. AppLift only discloses data to third parties if this is necessary for the deployment of ads and the implementation of campaigns or other purposes listed in this privacy notice or if another legal basis for the disclosure of the data exists. The collection, storage and disclosure of usage data by the providers of apps in which the ad space is deployed, as well as the collection, storage and disclosure of data on interactions with ads and installations of the new apps, are controlled by and the exclusive responsibility of the respective providers of those apps. AppLift processes these data for and on behalf of the customers.

In the context of the deployment of advertising, data are exchanged between AppLift and the platforms via which ad space is auctioned. If AppLift purchases available ad space for a customer by auction, AppLift transmits the ad to the platform and indicates which users should be shown that ad. This involves using the unique device identifiers and IDs and, if necessary, matching IP addresses.

If AppLift uses external service providers and discloses data to them, they may only use the data to fulfil their task and in connection with specific instructions. The service providers are contractually bound to the data protection requirements. In cases where data are processed in countries outside the European Union, appropriate safeguards are always in place to protect data subjects. A copy of the appropriate safeguards can be requested from the address given in Section 1.

In principle, AppLift only passes on pseudonymous data to third parties, and never names, email addresses or other contact data. AppLift also uses the encryption of communication across certain data centers.

Retention period. If an ad has been deployed or if an interaction with ads or an installation or interaction with a new app has occurred, AppLift stores information on the successful deployment, interaction or installation. This is used to monitor the type and number of deployments in order to process and check the billing of campaigns to AppLift’s customers, to detect and correct technical and other errors and conspicuous constellations in the context of the deployment of ads or the installation of and interaction with apps. The data are stored for as long as the usage data and data about interactions with ads and installations of the new apps are required for these purposes. After that the data are erased or completely anonymised.

Legal bases. The data processing described in this privacy notice serves to implement and measure

targeted in-app advertising campaigns for the customers of AppLift. As such, data are only processed as part of customer orders. Insofar as data from AppLift are processed for purposes of billing, abuse monitoring or fraud prevention, error correction and for optimising AppLift’s services, this is done on the basis of AppLift’s legitimate interests. The legal basis in this respect is Art. 6 Para. 1 (f) GDPR. The interests of users are protected by the exclusively pseudonymous processing and the opt-out option described below.

Your rights

Users have the right to information about the processing of their personal data by AppLift at any time. In this regard, AppLift will explain the data processing to you and provide you with an overview of the data stored about you. However, since AppLift processes data on behalf of customers, users should always contact the providers of the respective apps, who process their data in accordance with their own privacy policies. If data stored by AppLift are incorrect or no longer up to date, users have the right to have these data corrected. Users may also demand that their data be erased. Should the erasure not be possible in exceptional cases due to other legal regulations, the data will be blocked so that they are only available for that legal purpose. Users may also have the processing of their personal data restricted, if for example there are doubts as to the accuracy of the data. In principle, users also have the right to data portability. Users also have the right to object to data processing, insofar as this is based on legitimate interests pursuant to Art. 6 Para. 1 Sentence 1 (f) GDPR. In particular, you can object to the processing of your data for advertising purposes at any time. The opt-out function described below can be used for this purpose. You also have the right to complain to the data protection supervisory authority responsible for AppLift (Berlin Commissioner for Data Protection and Freedom of Information, Friedrichstr. 219, 10969 Berlin). Users are however also free to contact their local data protection authority.

AppLift opt-out/possibility to object. If you no longer wish to receive targeted in-app advertising that is deployed based on AppLift’s services, please use the following link: Disable ad deployment by AppLift.

You also have the option of preventing the deployment of targeted advertising on your device. You can find the required setting in your device’s system settings. (On iOS the setting can be found by tapping on “Privacy” and then “Advertising”. Select the setting “Limit Ad Tracking”; on Android you will find the setting under “Ads”. Select the setting “Opt out of interest-based ads”.)

Please note that this opt-out only applies to the device used and only prevents ads deployed based on AppLift. With regard to data processing by the app providers, please use the objection and opt-out options available there.

Changes to this privacy notice

As AppLift continues to develop its services, changes to this privacy notice may become necessary. This website always contains the latest version of the privacy notice.

Version 2.0, last amended: April 2018