Data Retention Schedule

Covered Information (“CI”)	Purpose(s) for which the CI is collected or used	Specific business needs for retaining each type of CI	Timeframe for deletion of each type of CI
First & Last Name	Collected for Kochava’s internal business use to address prospects, clients, and vendors; fulfilling consumer delete requests.	Retained to maintain communications and records with prospects, clients, and vendors.	Retained until a deletion request is received.
Email Address	Collected for Kochava’s internal business use to address prospects, clients, and vendors; fulfilling consumer delete requests.	Retained to maintain communications and records with prospects, clients, and vendors.	Retained until a deletion request is received.
Telephone No.	Collected for Kochava’s internal business use to address prospects, clients, and vendors; fulfilling consumer delete requests.	Retained to maintain communications and records with prospects, clients, and vendors.	Retained until a deletion request is received.
Device Identifiers	Collected to provide clients with advertising attribution, advertising campaign measurement, and advertising performance analytics; fulfilling consumer delete requests.	Retained to deduplicate events, prevent multi-counting of redundant advertisement interactions, calculate advertisement lookback window metrics, detect invalid traffic across advertisement campaign cycles.	Retained until the shorter of a received deletion request, the duration of the client service agreement, or in accordance with client-provided retention instructions.
Internet Protocol (IP) Address	Collected to provide clients with advertising attribution, advertising campaign measurement, advertising performance analytics (including coarse location audience distribution), and detect invalid traffic.	Retained to provide advertisement event deduplication, enforce geographic advertisement campaign constraints, calculate multi-touch advertisement attribution models, detect and prevent advertisement fraud.	Retained for the duration of the client service agreement or in accordance with client-provided retention instructions, whichever period is shorter.
Connected TV Identifiers	Collected to provide clients with advertising attribution, advertising campaign measurement, and advertising performance analytics.	Retained to measure historical advertisement campaign cycles, prevent duplicate attribution across advertisement supply paths, link TV advertisement exposures to web/mobile actions, apply frequency capping.	Retained for the duration of the client service agreement or in accordance with client-provided retention instructions, whichever period is shorter.
IP Address + Device Identifiers	Used for the purpose of identifying multiple devices to a common IP Address; provide clients with advertising attribution, advertising campaign measurement, and advertising performance analytics.	Retained to measure historical advertising campaigns.	Retained indefinitely.
Client-Specific Pseudonymous Identifiers	Collected to provide clients with advertising attribution, advertising conversion matching, and advertising campaign reporting.	Retained to match multi-session interactions over time, deduplicate disparate client data streams, provide timeline analysis across historical advertising campaigns.	Retained for the duration of the client service agreement or in accordance with client-provided retention instructions, whichever period is shorter.
Credit Card Information	Collected by and exclusively for the client’s use.	Retained to enable the client’s use thereof.	Retained for the duration of the client service agreement or in accordance with client-provided retention instructions, whichever period is shorter.