Privacy Policy

Mime Analytics Limited

Effective Date: 01.07.2025

Last Updated: 22.07.2025

Introduction

Mime Analytics Limited (“we,” “us,” or “our”) provides advanced advertising analytics and business intelligence services through our Infinitum platform and associated services. This Privacy Policy explains how we collect, use, process, and protect your information when you use our services.

Information We Collect

  1. Platform Usage Data
  • When you access our Infinitum dashboard, we collect:
  • Account Information: Name, email address, company affiliation, and role-based access credentials
  • Authentication Data: Login credentials, JWT tokens, and session information stored locally in your browser
  • Activity Logs: Platform usage patterns, API call frequency, and last active timestamps
  • Device Information: Browser type, operating system, and IP address for security and analytics
  1. Advertising Performance Data
  • Our core service involves processing television and digital advertising data:
  • TV Impression Data: Timestamps, IP addresses, geographic locations, television channels, and creative identifiers
  • Website Visit Tracking: Visitor IP addresses, page views, and interaction timestamps collected via tracking pixels
  • Correlation Analytics: Data linking television advertisement exposure to subsequent website visits using IP address matching
  • Geographic Intelligence: Location and timezone data extracted from IP addresses for regional campaign analysis
  1. Third-Party Platform Data
  • Through our integration with Pinterest’s advertising API, we collect:
  • Campaign Performance Metrics: Impression counts, click-through rates, and advertising spend data
  • Creative Performance Data: Advertisement creative effectiveness and engagement statistics
  • Client Campaign Data: Performance data for campaigns managed on behalf of our clients

How We Use Your Information

  1. Primary Business Purposes
  • Campaign Analytics: Correlating television advertising with digital response to measure campaign effectiveness
  • Dashboard Services: Providing real-time analytics and reporting through our Infinitum platform
  • Client Reporting: Generating performance reports for broadcasters, advertisers, and agencies
  • Platform Security: Authenticating users and protecting against unauthorised access
  1. Service Improvement
  • Enhancing our correlation algorithms and analytics capabilities
  • Improving user experience and platform functionality
  • Developing new features and analytical tools

Data Processing and Storage

  1. Technical Infrastructure
  • Database: All structured data is stored in MariaDB databases with appropriate security measures
  • Hosting: Services are hosted on secured servers in New Zealand
  • Authentication: JWT token-based authentication with role-based access controls
  • Logging: Comprehensive logging with rotation for security and debugging purposes
  1. Data Retention
  • Active Campaign Data: Retained for the duration of active campaigns plus 24 months for analytical purposes
  • Historical Analytics: Aggregated, anonymised data may be retained indefinitely for industry benchmarking
  • Account Information: Retained while your account remains active, plus 12 months following account closure
  • Security Logs: Maintained for 24 months for security and compliance purposes

Data Sharing and Disclosure

  1. Authorised Sharing
  • We share data only in the following circumstances:
  • Client Services: Campaign performance data with relevant advertisers, agencies, and broadcasters as part of our contracted services
  • Platform Partners: Limited technical data sharing necessary for service integration (e.g., Pinterest API data)
  • Service Providers: Minimal data sharing with essential service providers under strict confidentiality agreements
  1. Legal Requirements
  • We may disclose information when required by:
  • Valid legal processes or court orders
  • Legitimate law enforcement requests
  • Protection of our rights, property, or safety, or that of our users

Your Rights and Choices

  1. Access and Control
  • Account Access: You may review and update your account information through our platform
  • Data Portability: Request export of your data in a structured format
  • Deletion Rights: Request deletion of your personal information, subject to legitimate business and legal requirements
  • Correction: Request correction of inaccurate personal information
  1. Marketing Communications
  • All marketing communications include clear unsubscribe mechanisms
  • We honour opt-out requests promptly and completely
  1. International Data Transfers
  • As a New Zealand-based company, we primarily process data within New Zealand. When data is transferred internationally:
  • Transfers occur only to jurisdictions with adequate privacy protections
  • Appropriate safeguards are implemented for all international data transfers
  • We comply with applicable data protection regulations

Security Measures

  1. Technical Safeguards
  • Encryption: All data transmissions use TLS 1.2 or higher
  • Access Controls: Role-based access with regular permission reviews
  • Monitoring: Continuous monitoring for security threats and anomalous activity
  • Rate Limiting: API rate limiting to prevent abuse and ensure service stability
  1. Organisational Measures
  • Regular security training for all personnel with data access
  • Incident response procedures for potential data breaches
  • Regular security audits and vulnerability assessments

Cookies and Tracking Technologies

  1. Platform Cookies
  • Our Infinitum platform uses:
  • Authentication Cookies: For secure login and session management
  • Performance Cookies: To optimise platform performance and user experience
  • Analytics Cookies: To understand platform usage patterns
  1. Tracking Pixels
  • We implement tracking pixels on client websites to:
  • Measure advertisement campaign effectiveness
  • Correlate television advertising with website visits
  • Provide campaign performance analytics

Changes to This Policy

  • We review and update this Privacy Policy periodically. Material changes will be:
  • Posted on our website with updated effective dates
  • Communicated to active users via email notification
  • Implemented with appropriate transition periods where required

Contact Information

  • For privacy-related questions, concerns, or requests:
  • Mime Analytics Limited
  • Email: privacy@mimeanalytics.com
  • Address: Suite 3/Level 1, 60 Parnell Road, Parnell 1052, Auckland, New Zealand
  • Phone: +64 (21) 779 069
  • Data Protection Officer: Chief Technology Officer

Governing Law

This Privacy Policy is governed by New Zealand privacy law and regulations. Any disputes will be resolved under New Zealand jurisdiction.

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This policy demonstrates our commitment to protecting your privacy while delivering exceptional advertising analytics services. We believe transparency and control are fundamental to maintaining your trust.