In addition to the foregoing concerning customer websites, Mad Media Inc. may collect, or work with third party technologies that collect, non-personally identifiable information about visitors to Mad Media Inc.’s customer websites includes, for example: IP address, browser type, browser history, ISP, browser language, referring website addresses, date and time of visits, search keywords, page view history, activities and actions on the customer website, user location (city, country, zip code), date and time stamp, types of advertisements viewed and click data, and visitor’s device information, including make, model, operating system, and data connection type. Mad Media Inc. uses the Collected Information to better target advertising and advertising campaigns to visitors of Mad Media Inc.’s customer websites. The information may also be used to operate and improve the Mad Media Inc.’s services; to customize the advertising and content you see on the customer website; to report on or forecast advertisement or advertisement campaign performance including preparing visitor activity summaries; and to determine non-personally identifiable user responses to advertisements and advertisement campaigns. Mad Media Inc. may supplement the Collected Information with non-personally identifiable information provided by third parties to enhance these uses. Mad Media Inc. may share the Collected Information with its partners to help them deliver targeted advertisements and advertising campaigns to visitors to customer websites and with those who help Mad Media Inc. provide its services. Mad Media Inc. may also share the Collected Information as necessary to comply with laws or regulatory requirements and/or to respond to lawful requests and legal process, to protect the rights and property of Mad Media Inc., its affiliates, agents and customers or in the case of an emergency to protect the safety of our employees, agents, customers or any person. RETENTION OF COLLECTED DATA Mad Media Inc. retains information collected for as long as needed to provide Mad Media Inc.’s services, and as necessary to comply with our legal obligations, resolve disputes, and enforce our agreements.