Tracking Technology Guide

Effective: May 25, 2018

Cheetah Digital uses cookies and similar technologies like pixel tags (“pixels”), device or other identifiers and local storage (collectively, “Tracking Technologies”) to provide an optimized and secure experience for our corporate websites, our platform access portals, or other Cheetah digital properties that link to this Privacy Policy (collectively referred to as the “Website”).  

As described in more detail below, we use these technologies so that the Website delivers an optimal experience for our international users, provides certain helpful features such as security, allows you to use certain features of our Website such as sharing content via social networks, and to engage with us over other communication channels. These technologies also allow us to understand and improve how the Website is used.  The third parties you may interact with as you use our Website, for example Twitter, may also use these technologies to deliver and improve their business services.


What are some of the Tracking Technologies?

  • Cookies are small text files that a web browser uses to store data to make a website experience easier and faster. This technology only stores certain data, such as your website behavior, browser information and your perceived interests. Cookies are the primary technology that enables our advertising partners to display relevant ads to you.

  • Pixel tags, also known as "pixels", “web beacons” or "clear GIFs", are small electronic images, often a single pixel (1x1), that are ordinarily not visible to website visitors and email recipients and may be associated with cookies on the visitors' browser or device. Pixel tags allow us to count users who have visited certain pages of the Site, to deliver branded services, to provide online advertising, and to help determine the effectiveness of promotional or advertising campaigns.

  • Mobile device identifiers, also known as a universally unique ID or “UUID” is a string of characters that is incorporated into a device by its manufacturer and can be used to uniquely identify that device (for example an IMEI-number of a mobile phone or the Advertising ID assigned to a tablet running the Android operating system). Different device identifiers vary in how permanent they are, whether they can be reset by users, and how they can be accessed. A given device may have several different unique device identifiers. Unique device identifiers can be used for various purposes, including security and fraud detection, syncing services such as a user’s email inbox, remembering the user’s preferences and providing relevant advertising.

  • Local storage enables websites to store and retrieve data in a browser on a device. When used in “local storage” mode, it enables data to be stored across sessions (for example, so that the data are retrievable even after the browser has been closed and reopened). One technology that facilitates web storage is HTML 5.


How do we use Tracking Technologies on our Website?

Cheetah Digital (or our service providers such as Google and Adobe) use cookies, pixel tags and similar technologies to identify your browser or mobile device. Like many services, we use these technologies to track visits to and across our Website, analyze trends, gather demographic information about our Site visitors (such as age range or zip code), and administer our Website. While we do not do so today, in the future we may also use these technologies in connection with advertising of our services that may appear on other websites.

Most web browsers automatically accept cookies, but, if you prefer, you can usually modify your browser setting to disable or reject cookies. If you delete your cookies or if you set your web browser to decline cookies, some features of the website and/or online services that you are using may not work or may not work as designed. To learn more about cookies generally, and how to disable them, the Interactive Advertising Bureau provides more information at All About Cookies and Your Online Choices.


How do we use Tracking Technologies with Mobile Devices?

Other technologies may also be used for similar purposes as cookies and pixels on platforms where cookies are not available or applicable, such as mobile device identifiers for advertising. Most modern mobile devices running Apple, Android, and Windows 10 (and above) operating systems provide mobile advertising identifiers. For example, we may use an advertising identifier such as the Identifier Advertiser (“IDFA”) on iOS devices and the Advertising ID on Android devices where cookies are not available. 

In addition to mobile device identifiers we may also collect device-specific information such as your operating system, hardware version, device settings, file and software names and types, and unique device identifiers. This helps us measure how the Website is performing and improve the Website for you on your particular device.


Why do we use Tracking Technologies?

We and third party partners use these technologies for a variety of reasons, such as allowing us to show you content that’s most relevant to you, measurement and customization, improving our products and services, and helping to keep our Website secure. While specific names of the Tracking Technologies that we use may change from time to time as we improve and update our Website, they generally fall into the below categories of use:

  • Localization. We are a global company and geo-location and verification technologies help us provide localized experiences. For example, we may store information in a Europe-originating cookie that is placed on your browser or device so you will see the site in French, if it is your preferred language

  • Authentication. When you’re logged in through our portals, we can provide you the appropriate access and features. For example, cookies help us remember your browser so you do not have to keep logging in.

  • Security and integrity. Security is important to us. We use technologies which help keep our Website safe for our employees and online visitors by supporting and enabling security features and to help us detect activity that violates our security policies or otherwise degrades our ability to provide our Website. For example, we use security cookies to authenticate users, prevent fraudulent use of login credentials, protect user data from unauthorized parties and to help us fight spam and phishing attacks.

  • Website functionality. We use features which help us deliver personalized content and change the way the site behaves or looks based on your expressed preferences and interactions with certain content on our pages. 

  • Performance. We use cookies and similar technologies to ensure our Website is performing at a high level, such as by understanding how quickly our Site loads for different users. For example, performance cookies help us route traffic between servers and understand how quickly certain pages load for different people and if they receive error messages from certain pages. 

  • Analytics. We use analytics cookies such as by Google Analytics to understand how our Website visitors use and engage with Cheetah Digital, and to help us optimize the Website experience, such us letting us know which pages are most popular. At times we may work work with third parties (such as the ones described in our Website Privacy Policy) to track and analyze usage and volume statistical information from individuals who interact with us online or download our promotional content. The cookies we use to collect information and report Website usage statistics do not directly identify individual visitors unless that individual has voluntarily fills out a contact form, subscribes to our marketing communications, or otherwise provides us with their contact details which we may associate to analytics data.

  • Online Advertising. In the future we may partner with third parties to show you ads for Cheetah Digital products and services on our Website and on third-party sites that we think may interest you on this and other devices you may use, and to track the performance of our advertising efforts. Our third party partners may use cookies or similar technologies in order to provide you advertising based upon your browsing activities and interests. You can always opt-out of targeted advertising using the DAA’s cross-industry opt-out tool as discussed in further detail below.


How can I manage these Tracking Technologies?

We recognize and encourage the Digital Advertising Alliance (DAA) Self-Regulatory Principles. You can opt-out of online targeted advertising from companies participating in the DAA program through the DAA Consumer Choice page, which is available in versions for desktop and mobile browsers. The DAA also offers a separate choice tool for the collection of cross-app data on mobile devices for online targeted advertising and other applicable uses. To exercise choice applicable to companies participating in this choice tool, you can install the DAA's AppChoices app. European residents may opt-out of targeted advertising using the IAB Europe opt-out platform. Please note you may continue to receive generic or non-personalized ads even after opting out.

Your browser or device may offer settings related to these technologies. Please visit your browser or mobile device’s help or privacy settings to learn about your options. For example, you may set your browser to refuse all cookies or to indicate when a cookie is being sent. Mobile operating systems come with options to reset these randomly-generated identifiers and limit targeted advertising across apps and online.