Privacy Policy

Revised: February 24, 2012

Your privacy is very important to us. We have prepared this Privacy Policy to explain how we collect, use protect, and share information and data when you use the FatTail Web site (“Site”) or FatTail services (“Services”). This Privacy Policy
also explains your choices for managing your information preferences, including opting out of certain uses of your Personal Information. By using the Site or Services you consent to this Privacy Policy.

Managing Your Information Preferences

You can always review, correct, update, or delete your Personal Information.

You can opt out of receiving certain e-mails from us by e-mailing us at privacy@

E-mail publications from our advertiser and e-mail newsletter publisher clients are sent only to people who have consented to receive that particular e-mail publication or mailing from the client. If at any time you would like to end a subscription
to an e-mail publication or mailing, you can follow either the directions posted at the end of the e-mail publication or mailing, or, where applicable, the directions at the particular client’s Web site.

If you have questions or concerns regarding this Privacy Policy, please e-mail us at privacy@

Information We Collect

Personal Information

In the course of advertisement delivery, FatTail does not collect any Personal Information. We only collect information that personally identifies you, such as your name, address, e-mail, and other personally identifiable information that
you choose to provide us with or that one of our clients has provided us with in order to use our Services (“Personal Information”). For e-mail publications from our clients, e-mail addresses may be joined with the information provided at
our client’s Web site and may be augmented with other data sources. However, FatTail does not link e-mail addresses to any other Web browsing activities or clickstream data.

Usage Data

We collect anonymous data about users of our Site and Services (“Usage Data”). For example, each time you use the Site we automatically collect the type of Web browser you use, your operating system, your Internet Service Provider, your IP
address, the pages you view, and the time and duration of your visits to the Site. We also collect data regarding whether you responded to an ad delivered. This anonymous information, however, does not identify any specific person. We use
Usage Data to improve the quality of our Site and Services and to measure ad effectiveness on behalf of FatTail’s advertiser and e-mail newsletter publisher clients who specifically request it.

Cookies and Web Beacons

We use cookies (a small text file placed on your computer to identify your computer and browser). We also use Web beacons (an electronic file placed on a Web site that monitors usage). We use cookies and Web beacons to improve the experience
of the Site and Services. We do not use cookies or Web beacons to collect Personal Information. Most Web browsers are initially set up to accept cookies. You can reset your Web browser to refuse all cookies or to indicate when a cookie is
being sent. However, certain features of the Site or Services may not work if you delete or disable cookies. Some of our Service Providers may use their own cookies and Web beacons in connection with the services they perform on our behalf.

How We Use Information and When We May Share Information


We use Personal Information for internal purposes only, such as providing you with the Site and Services, to improve the Site and Services, to notify you of new products or Services, and to otherwise communicate with you about FatTail, the
Site, and the Services. We will not disclose Personal Information to third parties without your consent, except as explained in this Privacy Policy.

We may disclose to third parties, certain Usage Data regarding the Site and Services. However, in such cases, your Usage Data is aggregated with Usage Data of others and does not identify you individually.

Service Providers

From time to time, we may establish a business relationship with other businesses whom we believe trustworthy and who have confirmed that their privacy practices are consistent with ours (“Service Providers”). For example, we may contract
with Service Providers to provide certain services, such as hosting and maintenance, data storage and management, and marketing and promotions. We only provide our Service Providers with the information necessary for them to perform these
services on our behalf. Each Service Provider must agree to use reasonable security procedures and practices, appropriate to the nature of the information involved, in order to protect Personal Information from unauthorized access, use or
disclosure. Service Providers are prohibited from using Personal Information other than as specified by FatTail.

Other Transfers

We may share Personal Information and Usage Data with businesses controlling, controlled by, or under common control with FatTail. If FatTail is merged, acquired, or sold, or in the event of a transfer of some or all of our assets, we may
disclose or transfer Personal Information and Usage Data in connection with such transaction. You will have the opportunity to opt out of any such transfer if, in our discretion, the new entity plans to handle your information in a way that
differs materially from this Privacy Policy.

Compliance with Laws and Law Enforcement

FatTail cooperates with government and law enforcement officials and private parties to enforce and comply with the law. We may disclose Personal Information and any other information about you to government or law enforcement officials or
private parties if, in our discretion, we believe it is necessary or appropriate in order to respond to legal requests (including court orders and subpoenas), to protect the safety, property or rights of FatTail or of any third party, to
prevent or stop any illegal, unethical, or legally actionable activity, or to comply with the law.


FatTail recognizes the importance of safeguarding the confidentiality of your Personal Information. Accordingly, we maintain physical, electronic, and procedural safeguards to protect the confidentiality and security of information transmitted
to us. However, no data transmission over the Internet or other network can be guaranteed to be 100% secure. As a result, while we strive to protect information transmitted on or through the Site or Services, we cannot and do not guarantee
the security of any information you transmit on or through the Site or Services, and you do so at your own risk.

Links To Other Web Sites

Our Site and Services may contain links to other Web sites, or allow others to send you such links. A link to a third party’s Web site does not mean that we endorse it or that we are affiliated with it. We do not exercise control over third-party
Web sites. You access such third-party Web sites or content at your own risk. You should always read the privacy policy of a third-party Web site before providing any information to the Web site.

Children’s Privacy

We do not knowingly collect Personal Information from children under the age of 13. If we become aware that we have inadvertently received Personal Information from a child under the age of 13, we will delete such information from our records.

European Union Residents

For European Union and Swiss Residents, if you choose to provide us with your Personal Information, you consent to the transfer and storage of that information on our servers located in the United States.

FatTail adheres to the US-EU Safe Harbor and US-Swiss Safe Harbor Privacy Principles of Notice, Choice, Onward Transfer, Security, Data Integrity, Access and Enforcement, and is registered with the U.S. Department of Commerce’s Safe Harbor

Any questions or concerns regarding the use or disclosure of your information should be directed to FatTail by e-mailing us at privacy@ We will investigate and attempt to resolve complaints and disputes regarding use and disclosure
of your information in accordance with this Privacy Policy. European Union and Swiss Residents, if your complaints cannot be resolved, we have agreed to participate in the dispute resolution procedures of the American Arbitration Association
pursuant to the US-EU Safe Harbor and US-Swiss Safe Harbor Privacy Principles.

Privacy Policy Changes

From time to time, we may change this Privacy Policy. If we decide to change this Privacy Policy, we will inform you by posting the revised Privacy Policy on the Site. Those changes will go into effect on the Revision Date shown in the revised
Privacy Policy. Your continued use of our Site or Services constitutes your consent to the revised Privacy Policy.
privacy policy © 2016 FatTail, Inc. All rights reserved

RoundUp: Google’s Chrome Ad Blocking Plans


Viewing posts from the Roundup category

RoundUp: Google’s Chrome Ad Blocking Plans

There was a sudden increase in site visits to the Coalition for Better Ads last week, after it was reported by the Wall Street Journal and Digiday, that Google is planning to institute ad blocking in its Chrome browser, based on guidelines from the Coalition for Better Ads.

Chrome accounts for 46.5% of the US browser market in the US, so a move of this measure will cause further disruption within the advertising market.

The ad blocking feature will likely be turned on, not just for the offending placements that are “deemed to be ‘beneath the threshold of consumer acceptability’”, but also for entire sites that allow these experiences to be delivered! The ad experiences in question are a mix of placements and elements which include pop-unders, prestitials, rapidly flashing animated ads and auto-playing videos with sound.

These recommendations, if adopted en-masse across the the web, will usher in a marketplace that looks like Google’s ecosystem, with true-view ads (like on Youtube), minimal ad clutter and generally a more much more rigid structure.

The Coalition surveyed 25,000 respondents after they interacted with replicated real world desktop and mobile digital experiences; Some of these experiences contained ads, and some did not. Respondents in North America and Europe ranked the experiences on multiple factors, including whether the ads were annoying or distracting – see full results below.


Mobile WIth Line

There were many responses from leading Industry Executives this week.  Below are 4 of our favorite which take a pragmatic view of this development and consider the perspective of how to most effectively fight the ongoing battle of protecting both user experience and brand safety. 


“The timing coincides with Google falling on the wrong side of the brand safety debate but I think that’s going to be a trend: as our industry embarrasses itself with the amount of fraud, non-human traffic, malvertising we allow, those with any power are going to start to make big moves and Google can do it. 

My initial reaction was that I would have preferred Google doing this perhaps at the ad server level but the more I think about it, this is probably a browser level battle. If the browsers can help solve these industry problems, I think it’s harder for the bad players to respond. 

 For Google to be in a position to determine what ads can be served while they are in the business of selling ads and serving ads just highlights how reliant we are on Google and that’s not a good thing.”

Rob Beeler | Founder, Beeler.Tech 



“If we want to believe Googles own mantra, they won’t do evil. They’ve stated that the intent here is to bring order to the current wild-west of ad user experience by blocking pop-unders etc. The net effect of that will be to reduce the revenue of, let’s say, the more ‘out there’ websites (you know the ones, just go check your browser history). Is that a good thing? Well, from a UX perspective, yes, for the lifespan of those “I-might-need-a-VPN-to-visit-this-site” sites, no. Where will that take it? You’ll probably see less “Please disable your ad blocker” and more “Please don’t use Chrome to view this site”.”

Barrie Jarman | Ad Tech Consultant and Founder, Red Volcano



“Instinctive is involved with the whitelisting efforts of the Acceptable Ads Committee and I support Google’s move to block the most intrusive and annoying ads out there. I see it as the next iteration of the popup blocker. By building this functionality in by default, it can provide a solution that still allows publishers to be paid and consumers to consume content without being annoyed. I hope that ad density is one of the parameters being judged because good publishers are constantly being punished by the artificial supply being generated by greedy publishers who overload their pages with ads with the cynical mindset that DSPs simply are too dumb to notice.”

Henry Lau | Co-Founder, Instinctive 



“It’s tough to say whether or not this will be good or bad for the industry until we actually see the product, but it’s likely safe to assume that overall, this will hurt revenue for publishers. While some publishers may not necessarily be using terrible ads, they may run something Google doesn’t like, and that would be blocked. This is completely up to Google, which is the tough part. We won’t really know what they deem “bad ads” until it actually happens. My guess, it will be similar to the interstitial movement they recently pushed, dinging sites for using them. Things that block or take over the screen, cover content, etc will be seen as bad for the user and ultimately, publishers will be punished for that. There will likely be a “whitelist” of advertisers at some point as well, since that would mean more money for Google. 

On the opposite end of this, it could be great for users. Even as an advertising professional myself, sometimes certain ads are just too much. I, for one, am not a fan of any sort of interstitial or screen takeovers. Hopefully this increases time spent on site, decreases bounce rates, and means people come back for more, which could actually benefit the publisher in most cases. Only time will tell, but as we all know, Google is the largest factor in advertising and can easily swing things one way or another.”

Brandon Dawson | Ad Ops Manager, Render Media