Customer Engagement Services Privacy Statement
Last updated: December 22, 2022
This privacy statement describes how PwC collects, uses and shares information about individuals in connection with our products and services involving the development and delivery of audiences and related information to our clients for their own marketing purposes, our assistance to our clients to execute their marketing campaigns, and our analysis of how effective our products and services are (collectively, the “Services”).
This privacy statement supplements the information contained in our main privacy statement with respect to Corporate clients. Please review that privacy statement for additional information about our information handling practices in connection with the Services.
Information collection
To provide the Services, we receive information from data providers and our clients, and we may generate information as well, in each case as described below:
Information from data providers. We receive information about consumers from third party data providers. The information we receive includes: identifiers such as names and addresses; personal information categories listed in the California Customer Records statute (Cal. Civ. Code § 1798.80(e)) such as names, addresses, and similar identifiers; protected characteristics such as age, gender, ethnicity, religion, marital status; commercial information such as purchasing history; internet or other electronic network activity information; geolocation data relating to postal address; professional or employment-related information such as occupation; education information such as education level obtained; inferences about consuming preferences and behaviors; and sensitive personal information, namely ethnicity, religion and political affiliations.
Information from our clients. We receive information from our clients and third parties acting on behalf of our clients regarding individuals’ previous transactions and other interactions with their business, including via their websites and mobile applications. This may include identifiers, such as names, addresses and other contact information; internet and digital activity information, such as browsing history and information regarding a consumer’s interaction with a website or mobile app; commercial information, including information about previous transactions, such as whether a consumer has previously purchased products or services from our client; and other information that our clients maintain in their customer relationship management databases or have otherwise acquired. We may combine the information we receive from our client with other information that we receive from our data providers in order to provide the Services to that specific client.
Please note that this privacy statement does not apply to the practices of our clients. We encourage individuals to review the privacy notices of the businesses with whom they interact online and offline.
- Inferences, Audiences and Insights. We may generate inferences about likely consumer behaviors, interests, attitudes, and preferences through data modeling and machine learning and create audiences and insights based on such inferences as well as the information we receive from the relevant client.
Information use
We use the information described above for the following purposes:
To create audience segments and insights. As part of the Services we provide to our clients as described in more detail below, we use the information we receive and collect to create inferences about consumers’ likely commercial preferences through data modeling and machine learning.
To provide the Services to our clients.
Our clients may then use the information we provide to them to personalize and more effectively tailor their advertising and marketing campaigns to existing and prospective customers as well as to analyze the effectiveness of these advertising and marketing campaigns.
While we use data modeling and machine learning technologies to create the inferences, audiences, and insights that we provide to our clients as part of the Services, our Services are not permitted to be used to make any decisions that would have a legal or similarly significant effect on individuals, and we require our clients to agree not to use our Services for such purposes.
As part of our Services, we may also use the information we receive and collect to assist our clients to deliver their advertising and measure the effectiveness of their advertising and marketing campaigns. This may include facilitating ad delivery, and providing information and metrics to our clients, including attribution, ad reporting and analytics.
To improve our services. We are continually looking for ways to help our clients and improve our business and services. Where agreed with our clients and data providers, we may use information that we receive from them for other lawful business purposes, including analysis to better understand a particular issue, industry or sector, provide insights to our clients, improve our business, service delivery and offerings and develop new technologies and offerings. To the extent that the information we collect from or on behalf of our clients in the course of providing professional services contains personal information, we will comply with the terms of our relevant professional services agreement.
To comply with law and legal obligations. As with any provider of professional services, we are subject to legal, regulatory and professional obligations. We may use the information we receive and collect in connection with the Services as required by law, regulation, professional obligation, or other similar obligation.
Information disclosure
We disclose the information we process in connection with the Services as described in the Corporate clients section of the main privacy statement.
Information sale/sharing
As described above, as part of the Services, we provide certain personal information to our clients, which may include financial institutions, hotels and hospitality providers, brands, retailers, and other businesses, in a manner that may be deemed a sale or sharing under applicable law. The categories of personal information sold to or shared with such clients in the preceding twelve (12) months are the information categories described under “Information from data providers” and “Inferences, audiences, and insights” above. We provide information to our clients in this manner in order to provide the Services to our clients.
Depending on the jurisdiction in which you are located, you may have the right to opt out of the sale and/or sharing of your personal information and you may have the right to limit the use and disclosure of your sensitive personal information. Please see our Notice of Right to Opt Out of Sale/Sharing and Notice of Right to Limit for instructions on how you may exercise such rights under applicable law. For information about other privacy rights you may have under applicable law, please see the Individual rights section of our main privacy statement.
California consumer request metrics
If you would like information about the number of requests submitted by California consumers, please see our California consumer request metrics page.
Changes to this privacy statement
This privacy statement, in conjunction with our main privacy statement with respect to Corporate clients, describes our information collection, use, disclosure, and selling/sharing practices in connection with the Services in the last twelve (12) months. PwC may update these privacy statements at any time by publishing an updated version here. You can access the most current version of this privacy statement at any time on this site.
Contact us
If you have any questions about the information provided in this privacy statement or our privacy practices, please contact us as set forth in our main privacy statement.
