Last updated: June 2022
JCDecaux acts as the data controller.
What does JCDecaux do with its OOH Measurement solution?
The OOH Measurement solution allows us to measure the performance of advertising campaigns of advertisers clients of the JCDecaux Group on our media ("OOH Campaigns") in terms of audience insights (number of people exposed to the OOH Campaign) and drive-to-store indicators (number of people exposed to the OOH Campaign who then visited one of the advertiser's stores).
What data is processed by JCDecaux?
In order to measure the performance of OOH Campaigns, JCDecaux processes data relating to people who pass by the media displaying the relevant OOH Campaign ("you"):
|Mobile Advertising Identifier
(Mobile Advertising ID or MAID)
|This is a unique, resettable identifier assigned to your mobile (phone or tablet) by the device operating system, which can be used by the publishers of applications installed on your mobile to track certain activities. The most common advertising identifiers are the AAID (on Android) and the IDFA (on Apple).|
|Location data||This is not your precise location data, but information that allows us to know that you have passed by a JCDecaux media or a store of the advertiser whose OOH Campaign is being measured (average radius of 100 meters).|
|Date and time||This is information about the time you passed by one of our media or a store of the advertiser whose OOH Campaign is being measured.|
|Audience Segments||This is information corresponding to a gender (male/female), an age group (18-24, 25-34...) and affinities in terms of places frequented (restaurants, theatres, sports halls...).|
We do not know your exact identity (name) from this data and we will never try to do so.
Why JCDecaux processes this data:
JCDecaux processes this data in order to determine whether you have been exposed to an OOH Campaign and whether you have subsequently visited a store of the advertiser of this OOH Campaign.
This information is necessary to enable us to measure the impact of our clients advertisers' OOH Campaigns, for them to determine the relevance of their advertising investments on our OOH media.
Where does the data processed by JCDecaux come from:
The data processed is not collected directly by JCDecaux.
It is transmitted to us by our partners listed below, who obtain such data themselves from their own partners. All data transfers are contractually regulated and secured.
List of our partners:
- adsquare GmbH, Saarbrücker Str. 36, 10405 Berlin, Germany
What is the legal basis of the processing?
The processing carried out by JCDecaux is based on your consent.
This consent is collected via certain applications installed on your mobile that are likely to collect your data and that are linked to our partners.
When you install or connect to these applications, your consent is required to share your geolocation information with the relevant application.
Your consent is also requested by the application to track your activity and share your data for certain identified purposes. These purposes include, but are not limited to, the following:
- Creating a personalised ad profile,
- Selecting personalised ads,
- Measuring ad performance,
- Applying market research to generate audience insights,
- Developing and improving products and tools.
If you do not give your consent to be geolocated and/or to have your data processed for the purposes mentioned above, your data will not be collected by the application publisher nor transmitted to its partners. It will therefore not be processed by JCDecaux as part of our OOH Measurement solution.
Also, in the latest versions of iOS (14.5 and later), apps must get your permission before tracking your activity on other companies' apps and websites. If you select "Ask App Not to Track", the app will not be able to access the advertising ID (IDFA) and share any information about you with third parties.
With whom do we share your data?
Your data is only processed by the internal teams of JCDecaux working on the OOH Measurement solution and who are involved in processing the data for this purpose.
We do not share it with third parties.
In particular, your data is not passed on to our clients. Advertisers only receive aggregated and anonymized information related to the performance measurement of their OOH Campaigns.
Exceptionally, your data may be transmitted to public authorities, including judicial authorities, in order to respond to a request, demand or injunction from them.
How and for how long do we keep your data:
Your data is securely hosted on our servers located exclusively in Europe.
We do not retain your data beyond the period of time necessary for us to measure the performance of an OOH Campaign via our OOH Measurement solution.
Your data will be permanently deleted from our systems within one hundred eighty (180) days from the date we receive it from our partners.
What rights do you have?
You have the following rights with respect to your data.
- Access: you may obtain confirmation that we are processing data about you and request access to that data.
- Rectification: you can ask us to rectify inaccurate data about you.
- Deletion: in some cases, you can ask us to delete your data.
- Object: in some cases, you may object to the processing of your data.
- Limitation: in some cases, you may ask us to limit the processing.
- Portability: you have the right to request the portability of your data.
You have the right to lodge a complaint with a supervisory authority regarding the processing of your data that we carry-out for our OOH Measurement solution.
To the extent that our processing of your data is based on your consent, you may decide to withdraw that consent at any time.
Several options are available:
- Opt-out via your mobile and applications settings
If you do not wish to be geolocated, you can deactivate the geolocation function of your mobile. You can do this globally or application by application.
If you do not want applications to track your activity, you can disable tracking as follows:
- On Android, you can reset or disable the sharing of your Mobile Advertising ID via > Settings > Privacy > Advertising.
- On Apple iOS, you can disable the sharing of your Mobile Advertising ID either globally or, on the latest versions of iOS by selecting the allowed apps via > Settings > Privacy > Tracking.
On some earlier versions of Apple iOS, disabling is possible via > Settings > General > About > Advertising.
You can also withdraw your consent to the use of your data for the selected purposes at any time within the applications.
- Opt-out via our partners
Some of our partners offer an opt-out feature. Check their website for more information. If you use your opt-out option with our partners, they will no longer be allowed to use your data or pass it on to us.
- Opt-out with JCDecaux
If you do not want us to use your data for our OOH Measurement solution, you can send us a request by sending your Mobile Advertising ID to email@example.com, and mentioning "opt-out OOH Measurement" in the subject line.
To find your Mobile Advertising ID, follow these steps:
- On Apple: download a dedicated application (e.g. "The Identifiers") and copy the Advertising Identifier.
- On Android: go to Google Settings > Ads, and copy the ad ID.
! Please note that if you have reset your Mobile Advertising Identifier in the meantime, we will not be able to implement your opt-out since we will have another Mobile Advertising Identifier for you.
If you exercise your right to opt-out, your data will not be used in our OOH Measurement solution and will be deleted from our databases.
To exercise your right to opt-out, contact the JCDecaux DataCorp Department at the following address, mentioning "opt-out OOH Measurement" in the subject line: