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Verizon Wireless' use of a Unique Identifier Header (UIDH)

Verizon has acquired Yahoo and combined it with AOL to form a new company named Oath. Oath consists of over 50 digital and mobile brands globally, including HuffPost, Yahoo News, Yahoo Sports, Tumblr, and AOL as well as advertising platforms such as ONE by AOL, BrightRoll, and Gemini.
General Information
  1. Our Relevant Mobile Advertising and Verizon Selects programs help make advertising you see more personalized and useful by using certain customer information we have to connect that advertising with your interests. These advertising programs share information with Oath and the UIDH is used in these programs.

    Details about the data the advertising programs use is available in the FAQs we provide for Relevant Mobile Advertising and Verizon Selects. You can choose whether to be a part of these programs at any time through opt-out (Relevant Mobile Advertising) or opt-in (Verizon Selects) choices found on you privacy settings online, on your device in MyVerizon, or by calling 1-(866) 211-0874 (for Relevant Mobile Advertising opt-out). You also have choices about AOL's use of information it collects and uses for advertising purposes.

    We do not share information that identifies you personally as part of these programs other than with vendors and partners who do work for us. We require that these vendors and partners protect the information and use it only for the services they are providing us.



  2. Header information is included in all web traffic and includes information such as the device type, preferred language, and content support so that the site receiving the request knows how to best display the site on the phone or other device that sends the request. Verizon Wireless includes a Unique Identifier Header (UIDH), a random string of characters, in the address information that accompanies some of the Internet (http) requests transmitted over our wireless network.

    Unless you opt out of the Relevant Mobile Advertising program and have not opted in to the Verizon Selects program, a UIDH is included in the address information of Internet requests going to Verizon companies (including Oath) and a small number of partners to help deliver services unrelated to advertising, such as authentication of devices on our network. In addition, with your opt-in consent, for example when you opt in to the Verizon Selects program, the UIDH may be shared with partners who help provide advertising services. Verizon partners are authorized to use the UIDH only as part of Verizon and Oath services and not for their own separate uses. The UIDH does not contain any personally identifiable data and it does not broadcast individuals' historical web browsing activity to advertisers or others.



  3. The advertising programs use online and device identifiers, including browser cookies, ad IDs from Apple and Google, and the UIDH. The identifiers are used to make our advertising programs better by, for example:

    • Linking Verizon advertising program information to information Oath has, to provide more personalized advertising.

    • Serving ads to customers in apps and web browsers that do not use common advertising identifiers.

    • Helping to determine that different devices have the same user, so Oath can deliver better advertising in more places.

    • Determining that an identifier fits into a marketing audience so that the device will receive particular relevant ads.

    • Mitigating advertising fraud.

    • Ad reporting, modeling and attribution.

    The UIDH may also be included in address information of Internet requests going to a small number of Verizon partners to help deliver services unrelated to advertising. For example, the UIDH can be used to authenticate a device as valid on the Verizon network.



  4. The UIDH does not contain any personally identifiable data and it does not broadcast individuals' historical web browsing activity to advertisers or others. As explained in more detail in response to question #2, Verizon only includes the UIDH in address information of Internet requests in specific circumstances. In addition, other privacy protections are designed into the UIDH, for example, it changes automatically and frequently.



  5. Verizon Wireless will stop inserting the UIDH after a customer opts out of the Relevant Mobile Advertising program or activates a line that is ineligible for the advertising program. Government and enterprise lines are examples of ineligible lines. The UIDH will still appear for a short period of time after a customer opts out of the Relevant Mobile Advertising program or activates an ineligible line. If a customer chooses to participate in Verizon Selects, the UIDH will be present even if the customer has also opted-out of the Relevant Mobile Advertising program.



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