Privacy Policy

Project 9091 LLC, doing business as Calder. Effective Date: April 6, 2025.

Calder (“Calder,” “Company,” “we,” “our,” or “us”) is a programmatic advertising company that helps brands reach high-value audiences through data-driven media curation. We operate a digital advertising platform, build and license audience segments, and provide related data services to advertisers, agencies, and media partners.

Depending on the context of processing, Calder acts as a data controller or data processor (or service provider) as defined under applicable data protection laws.

This Privacy Policy explains how we collect, use, and share personal information across all of our operations, including our corporate website at calder.so (the “Website”), our advertising platform and deal management infrastructure, our audience segment products and data services, and client-facing services and partnerships. We also collect data through owned and operated web properties and digital touchpoints in addition to calder.so. Data collected across these properties is subject to this policy and used for the same purposes described herein.

Where a separate data processing agreement or master services agreement has been entered into with a specific client or partner, the terms of that agreement govern with respect to the data covered by it. This policy applies to the extent not superseded by such an agreement.

Information We Collect

When you visit calder.so or our other owned web properties, contact us, or submit a form, we may collect identifiers such as your name, email address, and business contact information; internet and device information such as IP address, browser type, device type, and pages visited; location data inferred from your IP address; communication preferences and engagement data from email interactions; and any other information you voluntarily provide.

In connection with our programmatic advertising services, we process data to build, activate, and measure audience segments. This includes pseudonymous device identifiers such as mobile advertising IDs, cookie IDs, and hashed identifiers; IP-derived location data and geographic signals; behavioral and contextual signals such as content category engagement and browsing context; and bidstream data received through integrations with demand-side platforms, supply-side platforms, and data exchanges. Calder does not knowingly collect or process sensitive personal data as defined under applicable law. Calder respects and relies on consent and transparency signals passed through the programmatic supply chain, including signals transmitted via industry-standard frameworks such as the IAB Transparency and Consent Framework where applicable, and does not override or circumvent publisher or platform-level privacy preferences.

In connection with specific client engagements, Calder may receive first-party data from clients for the purposes of audience activation, matching, or suppression. This data is processed solely for the purposes defined in the applicable client agreement and is not used for Calder’s own purposes or shared with third parties outside the scope of that engagement. Calder acts as a service provider or data processor with respect to all client-provided data.

Calder develops audience segments using third-party licensed data sources, publicly available information, and behavioral and contextual signals. These segments are used for programmatic advertising targeting and are constructed using pseudonymous or aggregated data. Calder does not build segments using sensitive categories of personal data as defined under applicable law.

How We Collect Information

We collect information directly from you when you contact us or submit forms. We collect information automatically through cookies, tracking pixels, analytics tools, and server logs when you browse the Website or our other owned web properties. We receive data through our platform integrations with DSPs, SSPs, and data partners in connection with programmatic advertising operations. We use third-party services such as Google Analytics to understand how visitors use our websites. To opt out of Google Analytics tracking, visit tools.google.com/dlpage/gaoptout.

How We Use Information

We use personal data to respond to inquiries and maintain business relationships; to operate, maintain, and improve the Website, our owned web properties, and advertising platform; to build, refine, and activate audience segments for advertising purposes; to measure advertising performance and provide reporting to clients; to fulfill obligations under client and partner agreements; to conduct internal analytics and product development; to ensure platform security and prevent fraud; and to comply with applicable legal obligations.

How We Share Information

Calder does not sell personal data in the traditional sense. However, certain data processing activities, including audience segment licensing and programmatic advertising operations, may be considered “sharing” for cross-context behavioral advertising under California law and similar statutes. You may opt out of such sharing using the tools listed in the Your Rights and Choices section below or by contacting us at team@calder.so. We may share data with service providers such as hosting, analytics, and infrastructure vendors who process data on our behalf; with demand-side platforms, supply-side platforms, and ad exchanges in connection with programmatic advertising operations; with data partners involved in segment construction or identity resolution; with affiliates and professional advisors such as legal or financial consultants; with legal authorities as required by applicable law; and in connection with a business transaction such as a merger, acquisition, or asset sale. All third parties who receive personal data from Calder are required to handle that data in accordance with applicable privacy laws and, where applicable, under the terms of a data processing agreement.

Your Rights and Choices

Depending on your location, you may have the right to access the personal data we hold about you; to correct inaccurate data; to request deletion of your data; to restrict or object to certain processing; to request portability of your data in a machine-readable format; and to withdraw consent where processing is based on consent. To exercise any of these rights, contact us at team@calder.so. We will respond within the timeframe required by applicable law.

You may opt out of interest-based advertising through the following industry tools: the Network Advertising Initiative opt-out at optout.networkadvertising.org; the Digital Advertising Alliance opt-out at optout.aboutads.info; and YourAdChoices at youradchoices.com. Users may also control advertising preferences through device-level settings such as mobile advertising ID controls and browser privacy settings. Calder honors opt-out preference signals, including Global Privacy Control, where required by applicable law and technically supported.

U.S. State Privacy Rights

If you are a resident of California, Colorado, Virginia, Connecticut, Texas, or another U.S. state with applicable privacy laws, you have additional rights including the right to access, delete, or correct your personal data; to know the categories of data collected and how it is used and shared; to opt out of the sale or sharing of your personal data for targeted advertising purposes; and to non-discrimination for exercising your privacy rights. To the extent our audience segment activities and programmatic advertising operations constitute sharing for cross-context behavioral advertising under applicable law, you may opt out by using the industry tools listed in the Your Rights and Choices section, by enabling Global Privacy Control in your browser, or by contacting us directly at team@calder.so. We will process opt-out requests within the timeframe required by applicable law.

GDPR and UK GDPR Rights

If you are located in the European Union or United Kingdom, you have rights under the General Data Protection Regulation and UK GDPR, including the right to access, rectify, or erase your personal data; to restrict or object to processing; to data portability; and to lodge a complaint with your local supervisory authority. Our lawful basis for processing personal data through the Website is legitimate interests in operating our business and responding to inquiries. Our lawful basis for processing data through our advertising platform includes legitimate interests and, where required, reliance on consent signals provided through industry frameworks such as the IAB Transparency and Consent Framework. Calder is based in the United States. If you are accessing our services from outside the U.S., your data may be transferred to and processed in the United States or other countries. Where required, we use appropriate safeguards such as Standard Contractual Clauses to govern such transfers.

Cookies and Tracking

We use cookies and similar technologies to analyze website performance, track usage, and remember preferences across our websites. You may manage your cookie preferences through your browser settings. Disabling certain cookies may affect site functionality. For information about how to opt out of behavioral advertising cookies specifically, see the opt-out tools listed above.

Data Retention

We retain personal data only as long as necessary to fulfill the purposes described in this policy, to maintain our business relationship with you, or as required by law. Client data is retained in accordance with the terms of the applicable client agreement. Aggregated or anonymized data that cannot reasonably be used to identify an individual may be retained indefinitely.

Children’s Privacy

Our websites and services are not directed to children under the age of 16. We do not knowingly collect personal data from minors. If we become aware that we have collected information from a child, we will delete it promptly.

Updates to This Policy

We may update this Privacy Policy periodically to reflect changes in our practices or applicable law. Any updates will be posted on this page with a revised Effective Date. We encourage you to review this policy regularly.

Contact Us

If you have questions about this policy or would like to exercise your privacy rights, contact us at: Calder / Project 9091 LLC, 971 US Highway 202N, Suite N, Branchburg, New Jersey 08876. Email: team@calder.so.