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  1. Data Use Terms for Advanced Mobile App Measurement
  2. Without limiting any agreement between you and us, by clicking “Accept” or using the Advanced Mobile App Measurement feature (“Feature”), you agree to the following:
  3. Data Use Rights and Restrictions
  4.  
  5. You agree to the following provisions:
  6. Prohibited Uses. You will not use any device-level data collected, derived, or obtained from or in connection with Mobile App Ads, including Facebook users’ interaction with a Mobile App Ad (such as information derived from targeting criteria) or any such data received directly from us or through a Facebook-authorized third party mobile measurement partner or other service provider (collectively, “Mobile App Ad Data”) for any purpose (including retargeting, commingling data across multiple advertisers’ campaigns, allowing piggybacking, redirecting with tags, or selling to any third party) other than on an aggregate and anonymous basis to assess the performance and effectiveness of your advertising campaigns delivered on or through the Facebook Products. Without limiting the generality of the foregoing, the following provisions also apply in relation to use of Mobile App Ad Data.
  7. No Enhancement of Profile or Linking of PII. You will not use any Mobile App Ad Data, including the targeting criteria for Mobile App Ads, to build, inform, enhance, confirm, or augment individual user profiles or identities, including profiles associated with any unique identifier that identifies any particular user, browser, computer or device. You will not link or merge any personally identifiable information to or with any Mobile App Ad Data. You will not use directly or indirectly the Mobile App Ad Data to determine the identity of users or attempt to associate any Mobile App Ad Data with individuals. For purposes of these terms, "personally identifiable information" means information like name or email that can by itself be used to contact an individual or identify an individual.
  8. No Use in Delivery. You will not use any Mobile App Ad Data in any algorithm or system that decides or recommends the delivery of a particular advertisement.
  9. No Retargeting. You will not use any Mobile App Ad Data to retarget advertising or promotions to any individual.
  10. No Targeting or Optimization. You will not use Mobile App Ad Data on an individual basis to make bidding decisions, charge prices for products or services advertised, or optimize, select, or target ads. For clarity, you may use Mobile App Ad Data on an aggregate and anonymous basis to optimize ads.
  11. No Fingerprinting. You will not use any Mobile App Ad Data to fingerprint, or assist in fingerprinting, individual users or their devices.
  12. No Circumvention of Protected Data. You will not decode, circumvent, reverse engineer, or otherwise transform back into the original data any hashed, encrypted, masked, or otherwise protected Mobile App Ad Data that may be provided or made available to you under this Agreement.
  13. No Identity Platform Benchmarking. You will not use Mobile App Ad Data to: (i) compare or benchmark the identity platform of Facebook, or any Facebook affiliate, against any other identity platform; or (ii) inform, confirm, improve, enhance, or augment your association and/or matches across browsers and devices.
  14. No Determination of Cookie to People Match Rates. You will not determine, attempt to determine, or disclose to any third party any cookie to people match rates.
  15. No Improvement of Your Products. You will not use Mobile App Ad Data to improve or enhance any of your systems, products, services, methodologies, technologies, or businesses, except that you may use Mobile App Ad Data solely on an aggregate and anonymous basis to optimize ads.
  16. No Value; No Benefit for Other Parties. You will not provide anything of value to us for the Mobile App Ad Data or, directly or indirectly, use Mobile App Ad Data for the benefit of any other party, including using such data for research and development, modeling, or providing services to any other party.
  17. You will not transmit any data to us in connection with the Feature that includes any personally identifiable information, except as expressly permitted in our published product guidelines. For clarity, you agree that data that you transmit to or otherwise share with us in connection with the Feature is subject to the Facebook Business Tool Terms.
  18. You will not: (a) provide any Mobile App Ad Data to any third party, including your service provider or agency, without the prior written consent of the Facebook measurement manager responsible for the Feature; or (b) incorporate any Mobile App Ad Data into any third party product or service (including that of an agency acting on your behalf).
  19.  
  20. Data Protection and Audit
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  22. You will establish and maintain administrative, physical and technical safeguards that prevent the unauthorized access, use, processing, alteration, storage, loss, destruction, and disclosure of Mobile App Ad Data.
  23. At our request from time to time, you will (a) reasonably cooperate with any security reviews or assessments that we may desire to conduct of your business, systems, networks, and operations in connection with these terms and (b) promptly provide us all documentation necessary to demonstrate your compliance with these terms.
  24. You will retain any device-level Mobile App Ad Data for only as long as you have a legitimate business need to retain it, but in no event longer than six months following receipt of such data except as otherwise required by applicable law.
  25. We reserve the right to monitor or audit your compliance with these terms from time to time.
  26. To the maximum extent permitted by applicable law, you will: (a) notify us promptly following the discovery of any incident that involves or reasonably may involve the unauthorized access, use, disclosure, or loss of any Mobile App Ad Data or any other suspected breach or compromise of the security, confidentiality or integrity of any Mobile App Ad Data (“Security Incident”); (b) reasonably cooperate with us in investigating and resolving the Security Incident and mitigating the effects of such Security Incident (collectively, the “Security Incident Resolution”), including providing regular updates to us regarding the Security Incident until it has been resolved; and (c) permit us, or our designated third party representative, to participate in the Security Incident Resolution at our request.
  27.  
  28. Transfer of Personal Data. Where you receive Mobile App Ad Data in respect of which Facebook Ireland Limited is controller (pursuant to the General Data Protection Regulation 2016/679) (“Facebook Ireland Data”) (regardless of the territory or jurisdiction you receive it from):
  29. To the extent that you are relying upon the European Commission’s implementing Decision 2016/1250 pursuant to Directive 95/46/EC on the adequacy of the protection provided by the EU-U.S. Privacy Shield (the “Privacy Shield”) and are certified under Privacy Shield to receive categories of data which include the Facebook Ireland Data, you represent and warrant that you will comply with the Privacy Shield principles. If you are unable to comply with the Privacy Shield principles or your Privacy Shield certification should end, you will immediately notify us, stop your access to and use of the Feature and such Mobile App Ad Data, and take reasonable and appropriate steps to fix any non-compliance; or
  30. To the extent that your receipt of the Facebook Ireland Data is not covered by Privacy Shield, then your use of Facebook Ireland Data is subject to the model contractual clauses annexed to Commission Decision 2004/915/EC (the “Clauses”), which are hereby incorporated into these terms. In such cases, Facebook Ireland Limited is the “data exporter” and you are the “data importer” as defined in the Clauses, and you select option (iii) of Clause II(h) and agree to the data processing principles of Annex A to the Clauses. For the purposes of Annex B to the Clauses, the following shall apply: (i) “Data subjects” are individuals who visit, access, use, or otherwise interact with the products and services of the data exporter and whose data is in the Mobile App Ad Data controlled by Facebook Ireland Limited; (ii) the “Purpose of the transfer(s)” is the performance of these terms and the provision of digital advertising measurement; (iii) the “Categories of data” are Facebook Ireland Data, which includes information regarding Data subjects' interactions with digital advertisements; (iv) “Recipients” are you; (v) “Sensitive data” is personal data regarding an individual’s racial or ethnic origin, political opinions, religious or philosophical beliefs, trade-union membership, genetic data, biometric data for the purpose of uniquely identifying a natural person, data concerning health or data concerning a natural person’s sex life or sexual orientation, criminal convictions, or alleged commission of an offense; and (vi) “Contact points for data protection enquiries” are the representatives of Facebook Ireland Limited and you with responsibility for data privacy.
  31.  
  32. General. The Feature is part of the “Facebook Products,” and your use of the Feature is deemed part of your actions on “Facebook.” Any data you send to us in connection with the Feature are governed by the then-current Facebook Business Tools Terms. Your use of Mobile App Ads is subject to the then-current Facebook Advertising Policies. We may change or discontinue, or suspend your access to, the Feature at any time. We reserve the right to update these terms from time to time. You agree that these terms apply to any and all current or future ad accounts associated with the app ID that is displayed at the time you accept these terms.
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