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1. Introduction
This Data Processing Addendum (“DPA”) is entered into between Attentive Mobile Inc. (“Attentive” or “Company”) and the counterparty agreeing to these terms (“Customer”), which has entered into or will enter into a Master Subscription Agreement or other written or electronic agreement for the Services provided by Attentive (along with any applicable Order Form, the “Agreement”). Customer and Attentive are individually referred to as “Party” and collectively as the “Parties.”
This DPA governs the manner in which Attentive shall process Personal Data on behalf of Customer (and, where applicable, Customer’s Affiliates) and pursuant to the Agreement. All capitalized terms not defined in this DPA will have meaning set forth in the Agreement. Except for the changes made by this DPA, the Agreement remains unchanged and in full force and effect. In the event of a conflict between the Agreement, and this DPA, this DPA shall control. The Parties agree that this DPA shall supersede and replace any existing data protection terms the Parties may have previously entered into in connection with the Agreement. This DPA shall remain in effect until the end of Attentive’s provision of the Services, including, if applicable, any period during which provision of the Services may be suspended and any post-termination period during which Attentive may continue providing the Services for transitional purposes. Notwithstanding expiration of the Agreement, the relevant provisions of this DPA will remain in effect until, and automatically expire upon, deletion or disposal of all Personal Data as provided herein.
If you are accepting this DPA on behalf of Customer, you warrant that: (a) you have full legal authority to bind Customer to this DPA; (b) you have read and understand this DPA; and (c) you agree, on behalf of Customer, to this DPA.
2. Definitions
For the purposes of this DPA, the following terms and those defined within the body of this DPA apply.
a. "Affiliate” means with respect to each Party any entity that controls, is controlled by, or is under common control with that Party.
b. "Controller” means the entity that, alone or jointly with others, determines the purposes and means of the Processing of Personal Data.
c. “Data Privacy Framework” means the EU-U.S. Data Privacy Framework, the UK Extension of the EU-U.S. Data Privacy Framework and the Swiss-U.S. Data Privacy Framework as set forth by the U.S. Department of Commerce and the European Commission regarding the collection, use, and retention of GDPR Personal Data transferred from the European Union, United Kingdom, and Switzerland to Attentive in the United States.
d. "Data Protection Laws” mean the relevant data protection and data privacy laws, rules, and regulations applicable to the processing, privacy and protection of Personal Data, which include but are not limited to: (i) the GDPR; (ii) the Swiss Federal Act on Data Protection 1992 and the Swiss Data Protection Act 2020; (iii) California Consumer Privacy Act of 2018 (Cal. Civ. Code § 1798.100 – 1798.199, 2018) and California Privacy Rights Act of 2020 (2020 Cal. Legis. Serv. Proposition 24, codified at Cal. Civ. Code §§ 1798.100 et seq.) (together, “CCPA”); (iv) the Colorado Privacy Act (Colorado Rev. Stat. 6-1-1301 et seq.), and (v) the Virginia Consumer Data Protection Act (Code of Virginia title 59.1, Chapter 52), as each may be amended or restated from time to time.
e. “Data Subject” shall have the meaning given to that term under the GDPR, “consumer” under the CCPA, or such similar terms under Data Protection Laws.
f. “GDPR” means General Data Protection Regulation (Regulation (EU) 2016/679) (“EU GDPR”), and any local implementations or applications of the same in any EEA Member State; and the “UK GDPR” as it forms part of the law of England and Wales, Scotland and Northern Ireland by virtue of section 3 of the UK European Union (Withdrawal) Act 2018, as the context permits and to the extent applicable to a Party.
g. "GDPR Personal Data” means Personal Data pertaining to: (i) Data Subjects located in the United Kingdom, or European Economic Area (“EEA”) or Switzerland (collectively “Europe”); and (ii) customers that notify Attentive that their Processing of Personal Data of Data Subjects outside the areas listed in (i) is subject to GDPR. For purposes of this DPA, Personal Data shall also encompass Sensitive Personal Data, if applicable. The Personal Data and the specific uses of the Personal Data are detailed in Annex 1.
h. “Personal Data” means “personal data,” “personally identifiable information,” “personal information,” or other such similar terms under Data Protection Laws, that is Processed by Attentive pursuant to the Agreement.
i. “Process” shall have the meaning given to that term under the GDPR.
j. "Processor” has the meaning given to that term under the GDPR, and in the context of this DPA, that term or “Service Provider” means an entity which Processes Personal Data on behalf of Customer.
k. “Security Incident” means a breach of security leading to the accidental or unlawful destruction, loss, alteration, unauthorized disclosure of, or access to, Personal Data on systems managed by or otherwise controlled by or on behalf of Attentive, and includes any “Personal Data Breach,” as defined under Data Protection Laws, affecting Personal Data.
l. “Sell” means directly or indirectly selling, renting, licensing, commercializing, releasing, disclosing, disseminating, making available, transferring, communicating orally, or otherwise using in writing or by electronic or other means, Personal Data (by Attentive or any Sub-processor) for monetary or other valuable consideration.
m. "Sensitive Personal Data” shall have the meaning assigned to the terms “sensitive personal data” or “special categories of personal data” under Data Protection Laws and shall include Personal Data revealing racial or ethnic origin, political opinions, religious or philosophical beliefs, trade union membership, genetic data or biometric data for the purpose of uniquely identifying a person, or data concerning health or data concerning a person’s sex life or sexual orientation.
n. “Services” means the “Services” as defined in the Agreement.
o. “SCCs” means: (i) where the EU GDPR or Swiss Federal Act on Data Protection applies, the contractual clauses annexed to the European Commission's Implementing Decision 2021/914 of 4 June 2021 on standard contractual clauses for the transfer of Personal Data to third countries pursuant to Regulation (EU) 2016/679 of the European Parliament and of the Council (“EU SCCs”); and (ii) where the UK GDPR applies, standard data protection clauses adopted pursuant to or permitted under Article 46 of the UK GDPR, including the “UK International Data Transfer Addendum to the EU Commission Standard Contractual Clauses” issued by the Information Commissioner’s Office under s.119A(1) of the Data Protection Act 2018 (“UK Addendum”).
p. “Share” means sharing, disclosing, or otherwise making available Personal Data to a third party for cross-context behavioral advertising, whether or not for monetary or other valuable consideration.
q. “Sub-processor” means any of Attentive’s Affiliates, authorized contractors, agents, and third-party service providers that are appointed by Attentive to Process Personal Data.
3. Data Processing
a. Roles of Parties. As between Customer and Attentive, Customer is the Controller of the Personal Data, and Attentive shall Process Personal Data as a Processor acting on behalf of Customer, as to the Processing identified in Annex 1. In relation to Processing by a Party of Personal Data of the other Party’s staff or representatives for contract administration purposes, each Party does so as an independent Controller and shall do so in compliance with their respective obligations under Data Protection Laws. Otherwise, Attentive shall not determine the purposes and means of processing of any Personal Data such that it would be deemed to be a Controller.
b. Instruction for Data Processing.
c. Sub-processors.
d. Confidentiality. Any person authorized to Process Personal Data must agree to maintain the confidentiality of such information or be under an appropriate statutory or contractual obligation of confidentiality. Attentive shall limit access to Personal Data to only those employees and other personnel with a need to have access to such Personal Data to carry out the terms of the Agreement.
4. Transfer of Personal Data
a. Cross-Border Data Transfer Mechanism. In connection with the Services, the Parties acknowledge and agree that GDPR Personal Data shall be processed outside of Europe in the jurisdictions set out in this DPA or the Agreement, including jurisdictions that have not been designated as providing an adequate level of protection under Data Protection Laws (“Third Country”), and to support such transfers to Third Countries (hereinafter, “Restricted Transfers”), the Data Privacy Framework will apply.
b. Alternative Transfer Mechanism. To the extent the Data Privacy Framework is invalidated, the Parties agree to adopt the SCCs as the data transfer mechanism for the transfer of GDPR Personal Data (“Alternative Transfer Mechanism”). The Parties agree that to the extent Restricted Transfers are subject to the Alternative Transfer Mechanism, the Restricted Transfer shall be subject to:
5. Data Security
a. Attentive Security. Attentive shall implement and maintain a security program that includes appropriate technical and organizational measures that are designed to ensure a level of security appropriate to risk and the nature of the information and that are further designed to protect Personal Data from unauthorized access, destruction, use, modification or disclosure in accordance with Data Protection Laws. Such technical and organizational measures are set forth in Annex 2. Further, Attentive shall require all Sub-processors to maintain an equivalent standard of security measures when Processing any Personal Data, taking into account the specific Processing that is being carried out by those Sub-processors.
b. Attentive shall assist Customer in ensuring compliance with the obligations pursuant to Article 32 of the GDPR relating to security of processing, taking into account the nature of processing and information available to the Attentive.
6. Assessments and Audits
a. Attentive Obligations. Attentive shall, in accordance with Data Protection Laws, make available to Customer such information in Attentive’s possession or control as Customer may reasonably request with a view to demonstrating Attentive’s compliance with its obligations pursuant to this DPA.
b. Attentive may fulfil Customer’s right of audit under Data Protection Laws by providing:
7. Security Incident
a. Security Incident Procedure. Attentive will deploy and follow policies and procedures designed to detect, respond to, and otherwise address Security Incidents including procedures designed to: (i) identify and respond to suspected or known Security Incidents, investigate Security Incidents and reasonably cooperate with Customer’s (and any law enforcement or regulatory official’s) investigation of the Security Incident, mitigate harmful effects of Security Incidents; and (ii) restore the availability or access of Personal Data in a timely manner.
b. Notice. Attentive shall provide Customer with notice promptly and without undue delay if Attentive is made aware that a Security Incident has taken place. Such notice will include information available and required under Data Protection Laws for Customer to comply with its own notification obligations to regulatory authorities or individuals affected by the Security Incident.
8. Data Subject Requests, Regulator and Government Requests, and Prior Consultation
a. Personal Data Request. Attentive shall provide notice promptly and in any event within any timeframe required by Data Protection Laws to Customer of any Privacy Requests or privacy-related complaints from Data Subjects received by Attentive or any Sub-processor relating to Personal Data. At Customer’s request and without undue delay, Attentive agrees to assist Customer in answering or complying with any Privacy Requests, including by taking reasonable steps to ensure the compliance of any Sub-processor and by appropriate technical and organizational measures in accordance with Article 28(3)(e) of the GDPR.
b. Government Disclosure and Regulator Requests. Attentive shall provide prompt written notice and full details to Customer of any request for disclosure of or access to Personal Data (“Access Request”) or any other notices, complaints or enforcement actions related to Personal Data that have been submitted or brought by a governmental or regulatory body or law enforcement authority, including any data protection supervisory authority, unless otherwise prohibited by law or a legally binding order of such body or agency. Attentive shall, where possible, seek to refer all such Access Requests to Customer for Customer to assume conduct of and respond to, or Attentive shall otherwise challenge all such Access Requests by all reasonable means.
c. Prior Consultation. Attentive shall provide reasonable assistance to Customer in relation to a data protection impact assessment and/or prior consultation with the relevant data protection authorities.
9. Data Disposal
a. Disposal upon Termination. After notification from Customer that Customer seeks to terminate use of all Services, Attentive shall at Customer’s option delete or return to Customer all Personal Data, including existing copies, from its possession or control in accordance with Data Protection Laws. Attentive shall comply with this instruction as soon as reasonably practicable. This requirement shall not apply to the extent Attentive is required by applicable law to retain some or all records that include Personal Data or where such Personal Data is necessary for defense of legal claims. Upon request, Attentive shall provide written certification to Customer that it has destroyed or otherwise disposed of Personal Data. If Attentive is prevented from destroying Personal Data due to applicable law, it shall retain such Personal Data for this limited purpose and shall comply with its relevant obligations, subject to the terms and restrictions of this DPA.
Data exporter(s): Customer and/or Customer Affiliates operating in the countries which comprise the European Economic Area and UK
Data importer(s)
The following sections define Attentive’s current technical and organizational measures. Attentive may change these at any time on reasonable written notice so long as it maintains a comparable or better level of security.
Administrative Safeguards
1. Security Program. Attentive shall designate an information security team that shall identify reasonably foreseeable internal and external risks, assess the sufficiency of safeguards, and adjust the security program based on business changes. Such team shall review risks and prioritize security-related projects and initiatives.
2. Security Policies. Information security policies shall be made available to relevant personnel and reviewed periodically.
3. Hiring. When legally permissible, candidates shall undergo a background check prior to hiring. Attentive shall require all new personnel to review and agree to Attentive’s information security and confidentiality policies during Attentive’s onboarding process.
4. Training. Attentive shall train individuals that have access to Personal Data concerning appropriate privacy and security practices and compliance with the terms hereof, Data Protection Laws and Attentive’s obligations under the DPA. Attentive shall also provide mandatory information security training on an annual basis to designated personnel.
Physical Safeguards
5. Access Control. Attentive’s facilities are secured with a building access control system and all ingress and egress doors are secured with badge readers, which log access. Unauthorized persons shall be prevented from gaining access to premises, buildings or rooms, where data processing systems are located which Process Personal Data. Exceptions may be granted for the purpose of auditing the facilities to third-party auditors.
6. Termination of Access Controls. Attentive shall terminate access to Personal Data when it is no longer needed to perform Services for Customer. Documented processes are in place for offboarding of such users.
7. Data Destruction. Attentive employs secure data destruction methods.
Technical Safeguards
8. Data Access Controls. Attentive has policies and procedures in place designed to ensure that access to data is within a particular employee’s scope of duty and access to data and systems is appropriately based on job function (such as by requiring unique IDs and passwords for all users, periodic review of access, and revoking/changing access promptly when employment terminates or changes in job functions occur).
9. User IDs and Passwords. Attentive shall require each individual that has access to Personal Data to use a unique user ID which must not be shared, and select a strong password (in accordance with applicable industry standards).
10. Antivirus. Attentive shall require that each employee’s Attentive-managed workstation on which Personal Data is stored, or from which Personal Data may be accessed, has a functioning and updated antivirus program.
11. Firewalls. Attentive shall comply with written procedures that a computer on which Personal Data is stored, or from which it may be accessed, is behind a firewall and encrypted.
12. Security Patches. Attentive shall have procedures designed to ensure that the operating system and software of each computer on which Personal Data is stored, or from which it may be accessed, has been updated to include patches that relate to security vulnerabilities. System updates and security patches to be deployed on a regular basis. Updates rated as critical shall be evaluated for impact and deployed on an accelerated timeline.
13. System Security. Attentive’s computers and systems shall be configured to automatically lock after a period of inactivity and a unique password shall be required to unlock such computer or system.
14. Incident Response. Attentive shall comply with a written procedure for responding to Security Incidents and shall regularly test and monitor the effectiveness of key controls, systems and procedures designed to prevent and detect Security Incidents. Security and operations teams shall maintain continuous support of Attentive’s systems and services.
15. Vulnerability Management. Vulnerability scans are conducted on a regular basis against the Attentive’s critical infrastructure. Vulnerabilities are regularly reviewed and prioritized for remediation based on severity.
16. Testing. Attentive’s security testing includes testing of primary application components -- both unauthenticated and authenticated, manual and automated penetration testing -- to identify vulnerabilities. Additionally, Attentive monitors several vulnerability/threat intelligence feeds for up-to-date information about current general security issues, technology-specific vulnerabilities, and patch release information.
17. Encryption. Utilization of commercially available and industry standard encryption technologies for Personal Data that is:
18. Resilience and Business Continuity. Attentive uses multiple AWS regions and availability zones for business continuity and disaster recovery purposes, as well as a tested regular back-up and restoration process.
Attentive further commits to implementing supplementary measures based on guidance provided by applicable supervisory authorities in order to enhance the protection of Personal Data in relation to the processing in a Third Country, as described below:
Additional Organizational Measures
1. Internal Governance. Development of specific training procedures for personnel in charge of managing requests for access to Personal Data from public authorities, which shall be updated to reflect new legislative and jurisprudential developments.
2. Transparency. Regular publication of transparency reports or summaries regarding governmental requests for access to Personal Data, insofar publication is not prohibited by applicable law.
Additional Contractual Measures
3. Access Requests. In case of any Access Request, Attentive shall inform the requesting public authority of the incompatibility of the order with the safeguards contained in Data Protection Laws and the resulting conflict of obligations for Attentive. Attentive further agrees to review, under the laws of the country of destination, the legality of the Access Request, notably whether it remains within the powers granted to the requesting public authority and exhaust all available remedies to challenge the request. When challenging a request, Attentive shall seek interim measures with a view to suspend the effects of the request until the court has decided on the merits.
For Attentive’s list of Sub-processors, please see security.attentive.com.