How Zeta Global Protects Your Privacy and Manages Data Responsibly 

Zeta Global places a strong emphasis on data privacy as a foundation of accountability and trust with clients and consumers. Acting as both a Data Processor and Data Controller, the company ensures strict adherence to privacy regulations and ethical standards. It goes beyond compliance by implementing enhanced consumer protections, such as opt-in email consent and transparency in web tracking, while aligning with global and local regulations like GDPR and CAN-SPAM. Committed to responsible data use, Zeta prioritizes transparency, innovation, and empowering individuals to maintain control over their personal information. 

Data plays a crucial role in our world, but with that comes the serious responsibility of handling people’s information with care, ethics, and transparency. As data use has expanded, concerns about privacy and security have grown. People want to know how their information is used, who has access to it, and what companies do to protect it. 

At Zeta Global, we take these concerns seriously and uphold the highest standards of data privacy and security. We don’t view privacy as just a legal box to check; it’s a vital part of the trust we build with our clients, partners, and consumers. Respecting privacy rights means going beyond compliance and focusing on accountability and transparency. 

We have developed clear, responsible data practices to give people confidence in how we collect, manage, and use information. Here’s an overview of the measures we put in place to protect sensitive data and the laws we follow to uphold these principles. 

A Foundation of Trust 

Trust forms the backbone of our approach to privacy. We understand that the data we handle is not just information but a responsibility. Clients trust us with their most valuable data assets, and we take this responsibility seriously. As such, we take on two roles depending on the type of data and how we use it: 

• As a Data Processor: For client-owned data, we act solely as stewards, following the highest standards of security and compliance. This means that we don’t mix, reuse, or repurpose our clients’ data outside its intended purpose. 

• As a Data Controller: When using our own proprietary data, we adhere to strict compliance standards to deliver value for our clients while ensuring that consumer rights are protected, and ensuring the data we use is relevant, secure, and aligned with privacy laws. 

We also adhere to structured commercial agreements that establish clear limits on downstream uses and reinforce security through proven practices. 

Going Beyond Legal Standards

Our commitment to higher standards reflects our dedication to earning and maintaining the trust of everyone whose data we handle. By adopting stricter measures, we aim to offer real, tangible benefits to consumers, giving them more control and transparency over how their information is used.  

• Opt-In Consent for Email in the U.S.: Although the U.S. CAN-SPAM Act allows for opt-out, Zeta goes further by securing opt-in consent for marketing emails. This gives consumers greater control over the communications they receive. 

• Web Tracking Transparency: We maintain high compliance standards for tracking digital activities. Consumers have options to opt out of web tracking if they prefer, and we follow self-regulatory standards set by the Digital Advertising Alliance (DAA) through the AdChoices program. In Europe, we follow the General Data Protection Regulation (GDPR) and the Interactive Advertising Bureau’s Transparency and Consent Framework. 

How We Collect and Use Data

Our approach to data collection centers on relevance, transparency, and ethical sourcing. We gather and manage data responsibly to deliver meaningful marketing experiences without sacrificing privacy. 

• Types of Data We Collect: We collect three main types of data—Identity Data, Signal Data, and Identifier Data. Identity Data includes things like email addresses and IDs, Signal Data refers to behaviors like website visits, and Identifier Data covers information used to securely link signals to identities. 
• Ethical Sourcing and Consent: Every data source is thoroughly vetted. Before we use any third-party data, we review its origins to ensure it was collected legally and ethically. Our goal is to add value for both clients and consumers, without compromising privacy. 

No Impact on Eligibility

One of the biggest concerns most people have with the data collected for personal advertising is how that data might influence credit, insurance, housing, education, or employment eligibility. We are not a consumer reporting agency and do not perform activities governed by the Fair Credit Reporting Act (FCRA) or similar regulations. 

We use our data only to make marketing more relevant and to improve experiences on our platform. By keeping our applications non-sensitive, we make sure that our data practices have no impact on critical areas of people’s lives. 

Adhering to Global and Local Regulations

Zeta’s privacy practices extend well beyond national standards. We have created a compliance framework that addresses federal, state, and international regulations, reflecting our global approach to data privacy. Below is a comprehensive list of the laws we adhere to: 

U.S. Federal Laws

• TCPA (Telephone Consumer Protection Act) 

• FTC/FCC Regulations (Federal Trade Commission and Federal Communications Commission) 

• CAN-SPAM (Controlling the Assault of Non-Solicited Pornography and Marketing Act) 

• COPPA (Children’s Online Privacy Protection Act) 

• FCC 1:1 Consent Rule 

• FTC Privacy Rulings (related to marketing practices, including cases involving Betterhelp, InMarket, and Fluent) 

• HIPAA (Health Insurance Portability and Accountability Act, as a Business Associate) 

• FCRA (Fair Credit Reporting Act, where Zeta is registered with all three major U.S. credit bureaus) 

• PADFA (Preserving Access to Digital Financial Assets Act) 

U.S. State Laws

• California: CCPA/CPRA (California Consumer Privacy Act and California Privacy Rights Act) 

• Colorado: Colorado Privacy Act 

• Connecticut: Connecticut Data Privacy Act 

• Delaware: Delaware Online Privacy and Protection Act 

• Indiana: Indiana Consumer Data Protection Act 

• Iowa: Iowa Privacy Law 

• Kentucky: Kentucky Data Privacy Laws 

• Maryland: Maryland Personal Information Protection Act 

• Minnesota: Consumer Data Privacy Act 

• New Hampshire: New Hampshire Data Privacy Act 

• New Jersey: New Jersey Data Privacy Act 

• Nebraska: Nebraska Data Privacy Act 

• Nevada: Consumer Health Data Privacy Law 

• Oregon: Consumer Data Privacy Act 

• Rhode Island: Data Transparency and Privacy Protection Act 

• Texas: Data Privacy and Security Act 

• Utah: Consumer Privacy Act 

• Virginia: Consumer Data Protection Act 

• Washington: My Health My Data Act 
• Data Broker Requirements: Laws in California, Oregon, Texas, and Vermont 

Global and Self-Regulatory Standards

• GDPR (General Data Protection Regulation) in the European Economic Area and UK 

• E-Privacy Directive and related laws in Europe 

• PIPEDA (Personal Information Protection and Electronic Documents Act) and provincial privacy laws in Canada 
• Digital Advertising Alliance Standards in North America and Europe (DAA, DAAC, and EDAA) 
• IAB TCF 2.2 (Transparency and Consent Framework by the Interactive Advertising Bureau) 

An Open Dialogue About Privacy

At Zeta Global, we believe that trust and transparency are crucial. We welcome questions about our data practices and value open dialogue. Our goal is to maintain a balance between innovation and integrity, making sure that people understand how their data is used and that they always have control.

If you have any questions or concerns about our data practices, we are here to listen and address them. Your privacy matters to us, and we remain committed to responsible and ethical data use.