As data experts, we understand that the ability to use and process consumer data can only occur in an environment where we earn the trust of both the companies on whose behalf we process customer data and the individuals to whom such data relates in order to deliver mutual value to both brands and consumers.

Effective Date: April 27, 2021


The purpose of this privacy policy is to set out the principles governing our use of personal information that we may obtain about you both from visiting our website and engaging with our services. We ask you to read this privacy policy carefully. Please click here to learn more about how we use cookies.

To learn more about California privacy rights and disclosures, please click here.

We may change our privacy policy from time to time. Please check it occasionally to ensure that you are aware of the most recent version that will apply when you access this website.

Choreograph is WPP’s global data products and technology company fueling growth for the world’s most admired brands.

Choreograph offers a range of products and services. Amongst these are as follows: (please see the section below on our “Services” for more detail about how Choreograph collects and uses data with relation to our products and services.)


  • Data Cooperative (f/k/a iBehavior)
  • Activate Onboarding & Distribution Platform (f/k/a AmeriLINK Activate or Zipline)
  • Consumer Database (f/k/a AmeriLINK)
  • Private Identity Graph
  • Strategy Simulator
  • Audience Origin
  • Machine Learning


  • CRM Onboarding
  • Email & Performance Media
  • Modeled Lists
  • Direct Mail
  • Audience Extension
  • Audience Insights
  • Measurement
  • Data Installs/Licensing
  • Data Appends

Choreograph operates globally. Our UK offering is managed by Conexance based in France. To submit a request to Conexance, please send an email to  Please include your full name, your current address and previous address if you have been at your current address fewer than six months. To review their privacy practices, visit:


The websites (“Site”) is operated by Choreograph LLC “Choreograph”, “We”, “Us”), a WPP Company. This policy applies to this site. We take the privacy of our website users and the security of their personal information very seriously and are committed to best practices.


What information do we collect?

At times, we may request that you voluntarily supply us with personal information or you may choose to provide us with your personal information by emailing us via the “Careers” and “Contact” sections of this website. Generally, this information is requested or provided when you want us to provide you with information.

We may gather the following information about you when you use this website:

  • Name
  • Address
  • Email address
  • Telephone number
  • IP address (a unique identifier for your computer or other device)
  • Mobile device ID
  • Such other personal information provided by you when contacting us
  • We may also ask for additional information to assist us with our recruitment process and in the event you are offered a job.

How do we use it?

We will use your personal information collected from our website in the following ways:

  • to provide you with information and materials you have requested and to respond to specific queries when contacting us;
  • to send you information and materials which we determine would be of interest or relevant to you as new business information, newsletters, bulletins, etc.;
  • to provide better content on our site and to provide you with better ways of accessing information on this site;
  • if you have asked us to keep you informed of other opportunities at Choreograph;
  • to allow you to submit information to our new business team.

For details about how we use your information that is collected using cookies and similar technologies please see the “Cookies” page here.

Choreograph may also collect and store aggregate or non-personal information about a user’s interaction with the Site. We may use this aggregate or anonymous information we collect about our customers, traffic patterns, and related site information to better design our Site and to share with reputable third-party vendors. Please note, aggregate and anonymous information is not personally identifiable information and cannot directly or indirectly identify an individual on its own.


For your convenience, this website may contain links to other websites as well as to our respective social media accounts on Twitter and LinkedIn. This Privacy Policy does not apply to those other websites. We recommend that you read the respective privacy notices to obtain information about data collection and data processing.


Do we pass your information to third parties?

  • We may send your personal information to other Choreograph and WPP group companies, affiliates, and third parties to help us process your personal information for the purposes set out in this notice. Further details of our group companies can be found here.
  • We may disclose your personal information if we or any of our assets are the subject of a sale or similar corporate transaction. We will ensure that the third parties who receive your personal information are required to keep it confidential.
  • We may also share your personal information with third parties where required for processing. For example, when applying for a job through our website, we work with a company called Greenhouse in some countries to help us manage the application process. To learn more about the privacy practices of Greenhouse, please click here.
  • We may disclose personal information to third parties when we reasonably believe we are required or permitted by law (such as third parties who provide services on our behalf), and in order to investigate, prevent, or take action regarding suspected or actual unlawful or otherwise prohibited activities, including, but not limited to, fraud.

We will always take steps to require such third parties to keep your personal information confidential.

How long do we keep your information?

We only keep your personal information for as long as we need to, to be able to use it for the reasons given in this privacy notice, and for as long as we are required to keep it by law. For example, following a job application we may keep your information to inform you of any other opportunities that become available; however, we will only keep your information for a limited period and your details will not be kept longer than is reasonably necessary or as required by law.


How do we protect your information?

We take appropriate technical and organizational measures to ensure that your personal information disclosed to us is kept secure, accurate and up to date and kept only for so long as is necessary for the purposes for which it is used. Our hosting environments and security measures are continuously reviewed and assessed by independent third parties.


This web site is not intended or designed to attract children under the age of 13. We do not knowingly collect personal information from any person under the age of 13. If you are under 13 years old and wish to ask a question or use this site in any way which requires you to submit your personal information, please get your parent or guardian to do so on your behalf. Likewise, if you are a parent or guardian and think your child may have submitted their personal information to us by mistake, please let us know, and and we will remove that data.


If you wish to contact us in relation to your personally identifiable information or if you have any queries about how we use your personally identifiable information, please let us know by contacting us at  or by using the contact details below:

Choreograph LLC
30th Floor
3 World Trade Center,
175 Greenwich Street
New York 10007


This portion of the privacy policy will describe how our services work, and the type of data collected and used through our services, how you can exercise your choices for data use, and whether that data is shared with others.

To learn more about California privacy rights and disclosures, please click here.


Choreograph Services and Products include offerings of Data Assets, Analytics and Insights, Consumer Engagement, Digital Optimization, Consulting services. (“Services”). These services are provided through different product offerings, Identity Network, our activation platforms (including mPlatform) our consumer database, and our cooperative database (“Products”) which are described in more detail below.


With our Activate product offering, customers can create digital audiences from their data for digital marketing, provide audience insights, look alike targeting, and build a custom audience of target customers based on purchase behavior, demographics and lifestyle information from our data partners. Our activation services include the following:

  • Customer Relationship Management (CRM) Onboarding allows our clients to upload their existing CRM (or customer) list and create digital audiences from their offline data for online marketing campaigns.
  • Audience Extension allows our clients to extend their audience by reaching individuals who fall outside of their data universe, but who “look like” or are who are similar to our client’s target audience and current customers through data modeling.
  • Audience Insights allows clients to analyze unique visitors who visit their website to better understand the individuals interested in their business.
  • Audience Targeting allows clients to build a custom audience of target customers based on purchase behavior, demographics and lifestyle information from  our data partners.
  • Deployment allows clients the ability to deploy our audiences to Ad Network and DSP partners (including through mPlatform) to broadcast their advertising messages and reach people the right way pseudonymously through interest-based advertising
  • Campaign Measurement allows clients to Measure the performance of their campaigns and the impact their messages have on customer engagement with their brand.

Audiences are available for modeling, profiling and distribution into addressable channels. Users of our platform never have access to or are able to see raw data or even pseudonymized identifiers.

Our clients use our Services to understand the advertising they deliver online (e.g. what sites it was delivered on, who saw it and whether anyone interacted with it) and to improve the effectiveness of that advertising. We help brands deliver advertising to consumers who are more likely to be interested in their products and services. When we help clients to select audiences to deliver their advertising, we use certain demographic information (such as age, gender, education, income and household status (e.g., number of children)), geography, interests, activities, and similar information. We explain below where this information comes from. We call this type of advertising “Interest-Based Advertising.”

For more information on mPlatform, see the Privacy Policy here

Consumer Database:

Our consumer database allows clients to find and reach consumers through purchase transactions, lifestyle interests, ailments, geographic information, occupation, families with children, online and offline buyers and responders, homeowners, vehicle owners, donors, veterans, and more. This data includes individually identifiable demographic, lifestyle, attitudinal and recent transaction data. We collect and compile data from public records, warranty card information, surveys and other publicly and/or commercially available sources. This data can be used in predictive models resulting in data suitable for marketing decisions. Choreograph licenses this data to its marketing and other clients for the following purposes:

  • Data Append allows our clients to append numerous demographic variables (including life event, income, age, vehicle, household information etc.) to their customer data base.
  • Audience modeling building predictive models to identify look alike audiences at scale across multiple digital channels. provide modeled prospects from this data base, as well as compiled data segmentation, lifestyle categories, and licensed lists.

Cooperative Database:

Our Cooperative Database is a database designed around capturing SKU-level transaction data. Our data cooperative includes both B2B and B2C. The data coop facilitates direct marketing services such as data append. It also allows businesses to target individuals based on their past buying behavior in addition to lifestyle, geographic, and demographic information. Cooperative members contribute transactional data to the cooperative database in exchange for qualified modeled prospects. Through the cooperative companies execute Direct Mail Campaigns.


We receive several types of Personal Information (PI).

  • Choreograph receives purchase and transaction data:
    • We receive purchase and transaction data through our coop. (i.e. Shoe Purchase). This transaction data may include full name, address, email, phone number, and purchase data.  This is data we receive from our clients who are members of our data cooperative. This data is collected by our clients directly from their customers when they make purchases, register at a website or in some other way consented or agreed to having their personal information shared with third parties, such as Choreograph.
    • The transaction data we receive may also include data points like product category (jewelry, apparel, pets, travel, sports). and purchase details, (number of orders, dollars spent, payment type, method of purchase). We do not collect bank details, credit card details or other financial account level details for use in our data coop.
    • We receive data from public records, such as occupational and recreational licenses (i.e. Fishing license).
  • Choreograph receives panel and survey response data.
  • Choreograph receives pseudonymous web browsing data.
    • We receive pseudonymous web browsing data from our data cooperative member websites as well as other third-party partners such as ad networks.  (pseudonymous data includes web browsing data using persistent identifiers like cookies, device identifiers, advertising identifiers or similar technologies). Some of the information we collect for these purposes includes IP Address, Cookie ID, type of browser, language, operating system, mobile advertising identifiers, and location information.
    • Web browsing history is used for interest-based advertising (IBA). IBA is the collection of data across web domains owned or operated by different entities to deliver advertising based on preferences or interests known or inferred from the data collected. This means ads served to you online will be more tailored to your interests.
    • We may use both cookies and non-cookie technologies.
  • We receive data from our third-party partners. This data may include:
    • Precise geographic location data: when we have the necessary rights to do so, we may receive and/or use a user’s precise geographic location data in connection with our Services. The data is used to help refine customer profiles.
    • Advertising IDs from mobile applications (Mobile Ad IDs). We use mobile Ad IDs for a few different purposes. One is for use in our identity graph. This graph is a means to tie online and offline data sets across multiple platforms to a single person to gain a unified customer view. Mobile Ad IDs may also be used to enhance audience data.

We require our data partners to provide notice regarding third-party data collection and use for targeted advertising. We also require our data partners to provide user choice to opt out of IBA, such as a link to an industry opt-out page such as the Network Advertising Initiative (NAI) or Digital Advertising Alliance (DAA). Please see the section on Your Choices to learn more about your choices and how to opt out of IBA, and other channel marketing such as direct mail and email. It is important to note, that opting out of IBA will not prevent advertisements from being served. You will stop receiving personalized ads, however, you will not stop receiving ads altogether.

How do we use the information we collect?

  • We use Personal information for audience matching, modeling, onboarding and matching data to offline sources. All personal information is hashed once it is matched and before it is used further or shared with third parties.
  • The aggregated purchase information (i.e. Shoe Buyer) which Choreograph receives from members of our data cooperative is used in conjunction with demographic and lifestyle information, to build statistical models and create Addressable Audiences. The data in our consumer database may also be used this way. (An Addressable Audience is one that consists of users who are qualified to be exposed to, or see, brand messages).
  • The web browsing data which Choreograph receives from Retailer websites is aggregated and used to create interest based, or In-Market Audiences, Re-Targeting Audiences and Addressable Audiences. These audiences are used by our clients as well as partners such as publishers, ad networks and demand side platforms to help improve consumer experience by delivering relevant advertisements to end users. These audiences are then sent to our DSP and ad network partners for further targeting.
  • We use certain demographic information (such as age, gender, education, income and household status (e.g., number of children)), geography, interests, activities, and similar information to help clients select audiences to deliver advertising, and to measure the delivery of these advertisements. We may also append demographic data existing customer data sets for the same purposes.
    • While demographic data is often, on its own, non-personal information, when demographic information is linked to personal information, we treat this data as personal information. We use this data to build desired target audiences (i.e., moms who are between ages 30-40) which are then passed to advertising partners, such as DSPs for use in interest-based advertising. While we may not actually serve the interest-based ads, we provide the audience profiles for later use in interest-based advertising.
  • Cross device linking for identity graph
    • We engage in the practice assigning devices to user profiles (hashed). This is also known as linking two or more devices or browsers used or likely to be used by the same user for advertising purposes. We may associate information relating to browsers, environments, and/or devices that we reasonably believe belong to the same user, to help provide more useful and relevant advertising regardless of browser, environment, or device. This is done using a variety of data points including Mobile Advertising IDs.
    • We can also authenticate in two different browsers then link two devices or browsers together. We pseudonymized data to do this. Our data partners may transmit a hashed email to us if we get the same hash from two browsers, we assume they belong to the same user.
    • Our graph is built on top of directly observed data and aggregated data from 3rd parties.
    • If an individual opts out from use of their information in marketing, we opt out all data points and associated devices from future use. Please see the section on Your Choices for instructions on how to opt out.

We use the information we collect to serve interest-based ads, model data to identify prospect consumers, perform analysis, create audience profiles, and for reporting as outlined in our Services described above.

With whom do we share data?

Choreograph shares Addressable Audience data, In-Market Audience data and Re-Targeting Audience data with our clients as well as third parties such as ad networks, demand side platforms and publishers. When creating audiences or serving online advertisements, Choreograph uses proprietary systems and procedures that leverage pseudonymized or hashed data to protect personal information.

  • We share pseudonymized data with our affiliate companies for use in personalized advertising, such as interest-based advertising, and Ad Delivery Reporting.
  • Choreograph may share with clients, non-personal, performance information such clicks, views, lands, and conversions for the purposes of Analytics, performance measurement and improvement of future advertising and marketing programs.
  • We may disclose information if we believe in good faith that such disclosure is necessary to (a) comply with relevant laws, or to respond to subpoenas or warrants served on us; or (b) to protect or defend the rights, property or safety of Choreograph or any third party.

We require our partners to provide notice regarding third-party data collection and use for targeted advertising as well as a link to an industry opt-out page such as the NAI.

What tracking technologies do we use?

Choreograph uses cookies and non-cookie technologies to track a user’s web browsing history and we receive mobile advertising identifiers from third parties for tracking mobile app behavior for the purposes of interest-based advertising. Choreograph stores a unique identifier in your cookie which links that identifier to a pseudonymous profile stored on the Choreograph database servers. The profile stored on the Choreograph database may contain both Addressable Audience data as well as In-Market Audience and Re-Targeting Audience data.


We at Choreograph respect user choice and want to make sure you understand your options for data collection and use in marketing.

How to opt out:

Opt out of data use for IBA in browser environments, (i.e. on a Website using a browser like Chrome, or Firefox), you may refuse or remove cookies from Choreograph and other service providers via the following methods:

  • Adjusting your browser settings to refuse or remove cookies, which would result in the elimination of interest-based advertising via cookies from Choreograph (listed as Choreograph on the industry opt-out pages) and from other providers. However, by doing so, you may still receive advertisements, they simply may not be tailored to your interests. You may also not be able to use certain features on certain web sites you visit or take full advantage of all web site offerings and interest-based advertising. You may refuse or remove cookies by following the directions provided in your browser settings.
  • Further information about cookies is available at:
  • To opt out of interest-based advertising Choreograph please  click here.
  • You can also opt-out of interest-based advertising targeting cookies of other service providers, at the following sites:

If you delete cookies, install a new browser or get a new computer, the opt-out cookie will need to be reset by coming back to this site.

Opt out of use of data for IBA in mobile app environments, (i.e., on mobile apps) you may opt out of interest-based advertising from just specific service providers, or all service providers via the following methods:

  • Going to the privacy setting on your device and selecting “Limit Ad Tracking” via your device settings, which will result in the elimination of interest-based advertising via the applicable advertising ID from all service providers. To note, you may still see advertising, it will not be targeted to your interests however.
  • Opting out of interest-based advertising via the applicable advertising ID from specific providers via the AppChoices app. Please note that, for the AppChoices app to function properly, your “Limit Ad Tracking” device setting must not be selected. Interest-based advertising data previously collected or received in association with the replaced advertising ID will not be used for interest-based advertising on any other device or browser that we have reasonably linked to the mobile app environment where the information was collected. We do not receive Mobile Advertising IDs of users who have opted out.
  • If an individual opts out from use of their information for future use, we opt out all data points and associated devices from future use.

Other opt-out options unrelated to our online services or IBA: To request that we no longer use your information for marketing purposes, please use our webform that can be found here. You are also welcome to send requests to:

Choreograph LLC
30th Floor
3 World Trade Center
175 Greenwich Street
New York 10007

or email:

If you would like to have your choice apply more generally to other companies in the direct marketing industry who are not owned or controlled by Choreograph or its affiliated companies, please send your exact name and address with a signature and a $3.00 processing fee payable to the Association of National Advertisers (ANA) at:

PO Box 900
Cos Cob, CT. 06807

Or visit ANA’s Consumer Commitment to Choice website at:

To remove a telephone number from as many telemarketing lists as possible, please register for the National Do-Not-Call Registry at:


Choreograph is an active member of industry associations that govern the policies around online consumer privacy in the context of internet-based advertising, including: the  Network Advertising Initiative (NAI) and the  Digital Advertising Alliance (DAA). Choreograph complies with the  NAI Codes of Conduct, and the  DAA Self-Regulatory Principles. We believe that these codes and principles help protect consumer privacy.

Please see the  “Your Choices” section of this Privacy Policy for more information about the NAI’s and DAA’s opt-out pages.

We fully support the digital advertising industry’s efforts to increase transparency around interest-based advertising and health segments. For more information on standard interest segments based on health-related information or interests that we may use for interest-based advertising purposes, please reach out to us.


Once a cookie is set from your browser, one year from the last time we see your browser the cookie expires. Choreograph also generates an opt-out cookie, which has a lifespan of 50 years. Please note, if you buy a new device, clear your cookies, or download a new browser you will have to set your opt-out preferences again.

Aggregated transactional data that is used by Choreograph for targeted advertisements is retained on a 48-month rolling basis. We automatically delete server log data as well as web browsing data six months after it is collected. (including cookie and mobile IDs).


Choreograph never knowingly collects any information from children under 13 years old. Choreograph is not produced for, nor directed at children. If you believe that a child using your computer may have accidentally registered or purchased from one of our partners and has mistakenly received a Choreograph product recommendation, please contact us at:


Choreograph recognizes the importance of a comprehensive data security program, and the need to ensure the data we process is maintained accurately and securely. We employ technical, organization, and administrative safeguards to protect the data we hold. We use multiple layers of security, combining state-of-the-art firewall protection, strictly controlled access and other security measures to guard against unauthorized use or alteration of our data. Beyond this, we do not house any sensitive data.


If you have questions, comments or concerns about this policy you can reach us by email at or mail at:

Choreograph LLC
30th Floor
3 World Trade Center
175 Greenwich Street
New York 10007


Choreograph reserves the right to alter this policy from time to time or as our business changes. We encourage you to periodically check back and review this statement.