Privacy Policy and Opt-Out

YuMe Network Privacy Policy
Effective: June 2013



This privacy policy (the “Policy”) describes the privacy practices of YuMe with respect to information it collects through third party Digital Media Properties. YuMe, Inc. ("YuMe", "we," “our,” or "us") provides a technology platform for serving video advertisements through its customers’ web sites, mobile applications and connected TVs and for collecting certain reporting information in relation to the advertisements it serves. When we refer to “Digital Media Properties”, we are referring to third party customers (or “Digital Media Property Owners”) and their online, mobile and connected TV properties that we support. By way of example, Digital Media Properties include web sites that distribute news, entertainment and sports streaming video programs. When we refer to the “YuMe Platform” we are referring to our hosted technology platform that we use to serve advertisements through the Digital Media Properties. This Policy describes how we collect, use and disclose information in connection with our operation of the YuMe Platform for Digital Media Properties.


YuMe is a member of the Network Advertising Initiative (“NAI”) and has had its practices reviewed for compliance with applicable NAI principles. Please visit the NAI website for more information at


We use the YuMe Platform to serve video and rich media advertisements to the Digital Media Properties. Advertisers then come to YuMe because they want their advertisements to be seen by users of Digital Media Properties (“Users”). When the advertisements are served to the Digital Media Properties, YuMe is paid by the advertiser and YuMe pays the applicable Digital Media Property Owners of the Digital Media Property. This allows the Digital Media Property Owners to cover the costs associated with operating the Digital Media Properties, which are often made available for free to Users. Through the limited collection and use of data as described in this Policy, YuMe delivers more effective advertising to Users – for example, by remembering when they have previously seen an advertisement so that it doesn't show the same advertisement again.


Please note the following:

This Policy does not describe our practices with regard to information we collect through our corporate website at The privacy policy applicable to can be found at


Digital Media Property Owners’ collection, use and disclosure of information through their Digital Media Properties is governed by their own privacy policies and practices which we do not and cannot control.  You should always check the privacy policy of any Digital Media Property you visit to make sure you are comfortable with the relevant Digital Media Property Owner’s privacy practices.


What We Collect and How We Collect It

YuMe does not collect Personal Information regarding Users through operation of the YuMe Platform, but does collect and use certain Analytics Information relating to the advertisements it serves.  To explain the meaning of these terms “Personal Information” and “Analytics Information”:


Personal Information.  In this Policy, we use the term “Personal Information” to mean information that would enable us to determine your actual identity as an individual, such as your name, address, telephone number, or e-mail address. It also includes information about an individual’s Internet browsing activities as well as demographic information, such as: gender, geographic area, and preferences, when any of this information is combined with information that does specifically identify that individual. YuMe does not collect Personal Information about Users through the operation of the YuMe Platform.


Analytics Information.  In this Policy, we use the term “Analytics Information” to mean any information regarding the delivery of an advertisement to a User’s device and subsequent User engagement with that advertisement.  On its own, this type of information does not enable us to determine the actual identity of any User, and we do not connect it with or relate it to any such User Personal Information. The types of Analytics Information we collect may include information about the date and time the advertisement was displayed, how long it was displayed for, whether it was clicked on, how many times it has been displayed to the device in question, the IP address or the UDID (Unique Device ID) of the User’s device, and certain non-identifying demographic information about Users such as their gender, approximate regional location (e.g. country and town), and age.  


Cookies.  We collect Analytics Information through the use of “cookies.” A cookie is a small text file containing a string of characters that is placed by an Internet server on your device.  Cookies can be either “session” cookies or “persistent” cookies, and YuMe serves both types. A session cookie is deleted from your device automatically when you close your browser. A persistent cookie remains on your device for a specified period of time (for YuMe cookies, normally no more than 2 months).


We use persistent cookies to store the Analytics Information described above, and to store inferences we make based on that Analytics Information about what a User’s interests might be.


Most web browsers are initially set up to accept cookies, but you can change your web browser settings to cause your browser to refuse cookies or to indicate when a cookie is being sent. You can remove and/or disable cookies by following directions provided in your Internet web browser’s “help” file or menu. Please be aware, however, that in addition to preventing functioning of the YuMe Platform, disabling cookies through your browser may also cause some aspects of a Digital Media Property not to function properly.


For this reason, we provide you with the ability to refuse the collection of data for targeted advertising by following the instructions in the “Choice” section of this Policy below.


Pixel Tags or Beacons.  In addition to cookies, we also collect Analytics Information through the use of “tracking pixels,” also known as “beacons.” A tracking pixel is a transparent graphic image (usually 1 pixel x 1 pixel) that is placed on a web page and, in combination with a cookie, allows for the collection of information regarding the use of the web page that contains the tracking pixel. We use tracking pixels to tell when an advertisement has been clicked on or otherwise interacted with, and use that information to judge which advertisements are more appealing to Users. In some cases, we use third party service providers to help us collect and analyze this information.


Appended Third Party Data.  We also receive Analytics Information regarding User demographics and preferences from Digital Media Property Owners who choose to provide it to us, as well as from third parties who collect and make available such Analytics Information for advertisement-serving purposes. Please review the “Choice” section of this Policy below for instructions on how to opt-out of having Analytics Information collected for purposes of targeted advertising.


YuMe seeks to work only with Digital Media Property Owners and other third parties who comply with all applicable privacy laws with respect to activities that relate to their relationship with us, but ultimately does not have control over such third parties.


What We Use and How We Use It

We use Analytics Information for the purposes of more effectively displaying advertisements to Users than we would be able to without the use of such information. For example, if we have Analytics Information that a User recently searched for “San Francisco car dealer,” we may use that information to decide to display an advertisement for a San Francisco car dealership when that User requests a video on a Digital Media Property. Keep in mind that at no time do we know the name, address, phone number or other Personal Information of the User – the Analytics Information we know relates only to the IP address and the recent activity of the web browser software to the extent that cookies are enabled in that software.


If requested by an advertiser, we may also use Analytics Information to determine whether to serve an advertisement to a User and which advertisement to serve. For example, we may use a cookie to note whether a given advertisement has already been viewed by a particular User so that our server will not deliver the same advertisement a second time. If an advertiser wants us to deliver a series of advertisements in a particular sequence, we may use a cookie to note that the first advertisement has been delivered to a particular User so our server knows to deliver the second advertisement in the series when that User next visits Digital Media Property.


We also use Analytics Information to analyze usage of and improve our advertising services. In some cases, we use third party service providers to assist us with such analysis.


What We Disclose and Who We Disclose it To

The Analytics Information we collect and receive may be processed on our behalf by third-party service providers that assist us in running our business, including providers of data storage and processing facilities. We also provide Analytics Information regarding Digital Media Properties and advertisement viewing and usage on an aggregated basis to Digital Media Property Owners, advertisers and other third parties (such as Comscore and other analysts) in order to report the performance of advertisements displayed through use of our services.


Law Enforcement, Regulators and Other Legal Disclosures.  We may disclose collected information as may be required by any applicable law, rule, regulation or court order or as may be requested through legal process or law enforcement authorities. We may also disclose collected information if we believe that doing so is in our interests in order to protect our property or other legal rights (including, but not limited to, enforcement of our agreements) or the rights or property of others.


Merger or Asset Sale.  In addition, all information in our possession may be disclosed and transferred as part of any merger, acquisition, debt financing or sale of assets, as well as in the event of an insolvency, bankruptcy or receivership.


YuMe retains collected information for up to two years.



Since YuMe does not collect Personal Information, we are not able to relate any Analytics Information in our possession to any specific individual. However, you may opt-out of the use of YuMe cookies for purposes of delivering more relevant advertising by clicking on the “Opt-Out” button at the top of this Policy. You can also go to and follow the instructions there; this will also let you opt-out of such data collection and usage by all other NAI member companies. This will set an opt-out cookie on your browser that notifies our servers that no other YuMe cookies should be sent. You can opt-out of receiving cookies from our third party partners, as described above under the heading “Appended Third Party Data,” by going to and following the instructions (note that you can also opt-out of the YuMe cookie on this site).


Please note that if your change your computer, change your web browser, or delete your cookies, you will need to renew all of your opt-out choices.



We use appropriate technical and organizational security measures to protect information in our possession from loss, misuse, and unauthorized access, disclosure, alteration, or destruction. Please note, however, that no data security measures can be guaranteed to be completely effective.


International Transfers

YuMe operates the YuMe Platform from servers located in the United States of America and the information it collects through the Digital Media Properties is processed in the United States of America.  Laws governing the collection and use of data in the United States may not be equivalent to those in the country where you reside, but YuMe will at all times protect your data in accordance with this Policy.


Updates to this Policy 

We may occasionally update this Policy. When we do, we will also revise the effective date at the beginning of the Policy. We encourage you to periodically review this policy to stay informed about how we collect, use, and disclose information.


Contacting Us 

If you have any questions, comments, or concerns about this Policy, please email us at You may also contact us by calling 650.591.9400 or sending a letter to:


YuMe, Inc.
Attn: Privacy Inquiries
1204 Middlefield Road
Redwood City, CA 94063