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Rubicon Project Desktop Ad Platform Privacy Policy

Last Updated: September 19, 2014

This privacy policy governs the Rubicon Project’s collection and use of data on partner websites that use Rubicon Project’s ad platform for desktop ads. This privacy policy does not cover the information collection and use practices on the Rubicon Project website at The information collection and practices relating to our website can be found here.

Data We Collect

Rubicon Project does not collect personally identifiable information (“PII”) with its ad platform. When visitors come to a website of a publisher partner using Rubicon Project’s ad platform, Rubicon Project may collect non-personally identifiable information (“Non-PII”), including the data described below. Many jurisdictions, however, have different definitions for what is considered PII and Non-PII—for instance, some jurisdictions in the European Union consider IP addresses, and/or unique device identifiers to be PII (or “personal data”).

Non-PII collected includes, for example, the following: IP address, domain, browser type and language, referring website addresses, date/time of visits, page view data, search keywords, visitor activities and actions on publisher’s sites, browser history, Internet service provider, referring/exit pages, platform type, date/time stamp, geolocation (city, country, and zip code), click data, types of advertisements viewed, and information about visitor’s device including device make, device model, device operating system, device operating system version, and data connection type. To be clear, Rubicon Project does not collect “sensitive personal data” as defined in the European Union Data Protection Directive.

Non-PII is collected using the following standard web technologies:

  • “Tags and Pixels” are blocks of code that we use to track your navigation of a website or collection of sites, and browsing behavior.  For example, we use ad tags on publisher partner sites to tell when a visitor has interacted with ads.  We use pixels to coordinate Non-PII data with publishers, advertisers, and other partners.
  • “Cookies” are data files, which often include an anonymous unique identifier, sent to a visitor’s browser cookie directory from a website. Cookies can only be read by the party placing the cookie. We use cookies on our publisher partners’ websites in the context of collecting Non-PII, we do not use cookies in connection with personally identifiable information. For more information about cookies visit
  • Additionally, Rubicon Project uses other technologies, including locally stored objects, to collect non-PII in order to assist with the delivery of ads and to provide reporting to our partners.

Collectively these technologies enable us to better understand and segment our customers’ audiences.

How We Use the Information

Our core business services rely on collecting Non-PII in order to better match advertiser campaigns to appropriate visitors of our publisher partner sites. Our other uses of Non-PII may include for example to:

  • Operate and improve our ad platform;
  • Create profiles and infer demographic and interest based information about non-personally identified users, and to place each user into segments that are targetable in our ad platform;
  • Enable standard advertising controls;
  • Allow our partners to use our technology to conduct Online Behavioral Advertising (OBA) to deliver targeted advertisements that we or our partners believe will be of most interest to visitors;
  • Prepare reports that summarize visitor activity;
  • Report on ad performance, campaign reporting, and campaign forecasting;
  • Determine non-personally identified user response to advertisements and promotions; and
  • Protect, investigate, and deter against fraudulent, unauthorized, or illegal activity.

Rubicon Project at times may also use Non-PII data from third parties to better match advertiser campaigns to appropriate visitors. This benefits visitors by enabling advertisers to deliver ad content that is relevant to a visitor’s interests.

Data Retention

The Non-PII data we collect, such as IP address and other information described above, may be stored for up to 90 days. Aggregated summary data, which for example, does not include IP address or other information that may be tied to a particular browser or device may be retained for a period of time longer than 90 days.

Sharing of Information

Rubicon Project shares Non-PII information with others, including advertisers, advertising agencies, and publishing partners, for a variety of reasons. For example:

  • We share Non-PII with our partners to help them deliver targeted advertisements and to help partners evaluate whether a particular ad campaign is appropriate for you.
  • We may share Non-PII for the purposes of a business deal (or negotiation of a business deal) involving sale or transfer of all or a part of our business or assets. Business deals may include any merger, financing, acquisition, or bankruptcy transaction or proceeding.
  • We may share Non-PII for legal, protection, security, and safety purposes, including:
    • to comply with laws or regulatory requirements and to respond to lawful requests and legal process;
    • to protect the rights and property of Rubicon Project, our agents, customers, and others, including enforcing our agreements, policies, and terms of use and protecting our network and physical assets; and/or
    •  in an emergency, including  protecting the safety of our employees and agents, our customers, or any person.
  • We may share information with those who use the information to provide us services or do work for us

Data Our Partners Collect

Advertisers and publisher partners who use our ad platform will include their own tags and pixels (or those of their other advertising partners) within their display advertisements and on their websites, so they can set and read their own cookies. We are not responsible for the practices of advertiser or publisher partners that use Rubicon Project’s ad platform. Our advertiser or publisher partners maintain their own privacy policies and processes.

Your Choices

There are many ways to opt-out of OBA for Rubicon Project applications.  Should you wish to do so, you can use any of the following three mechanisms.  First, because Rubicon Project is a member of the Network Advertising Initiative (NAI) and adheres to the NAI’s code of conduct, you can opt-out of OBA for Rubicon Project applications or of other NAI members participating in the NAI’s opt-out program click here.

Second, you can go to the Digital Advertising Alliance’s page where you can opt-out of OBA by participating companies, including Rubicon Project.  Third, for users located in the European Union, Rubicon Project also adheres to the IAB Europe OBA Framework.  Accordingly, EU-based users can opt-out of OBA through the European Digital Advertising Alliance’s page.

If you opt-out of OBA, Rubicon Project will continue to collect the same information described above. However, this information won’t be used for displaying interest based ads.

If you change browsers or computers, or delete the cookies on your computer, you will need to opt-out again. You also can set your browser to notify you when a cookie is being set and to block most cookies.


We use many different measures to help ensure the security of information. No transmission of information is guaranteed to be completely secure. Unauthorized entry or use, hardware or software failure, and other factors may compromise data security.


We reserve the right to modify this privacy policy at any time. If we make material changes to this policy, we will notify you here or by means of a notice on our home page.


For more information, if you have questions, or if you would like to make a complaint, please contact the Rubicon Project at our corporate headquarters at:

Rubicon Project
Attn: Privacy Officer, Legal Department
12181 Bluff Creek Drive, 4th Floor
Playa Vista, CA 90094
Phone: 310.207.0272

Contact us by e-mail at