Introduction

The California Consumer Privacy Act (CCPA) is intended to enhance privacy rights and consumer protection for residents of the state of California in the United States. It allows consumers to opt out of data collection and grants them the right to ask advertisers to disclose what data they possess on the user and the right to request deletion of that data.

Users frequently request access to data or request data deletion after a transaction occurs. Because the request applies to their historical data, these requests occur outside of the framework used for opting out of the sale.

You may send requests for data access or data deletion to Rakuten Advertising, and requests with the necessary information provided will be honored within the required deadline of 45 days.

Personal Information Captured

At Rakuten Advertising, we prioritize user privacy. We do not collect any user’s personal information (PI) from publishers at any point in our process. This includes directly identifiable information such as username, email address, mailing address, or phone number. Our commitment to user privacy is unwavering.

When either an affiliate link is clicked or a programmatic ad serves an impression, we create our own user ID, known as the RMUID. That RMUID is associated with that user and is considered PI under CCPA.

Publishers or advertisers may pass Rakuten the following information that may be considered PI under CCPA when linked to an RMUID:

• RMUID, which we generate.
• U1, which is a unique click ID you generate.
• Order ID, which the advertiser generates.

Submit Requests

Send subject rights requests and delete requests to Rm-subjectrequests@mail.rakuten.com. When submitting a delete request, make sure to include the user’s U1 (click ID) or RMUID. We require these identifiers to locate and delete records associated with that user.

Once we receive a delete request, our dedicated team swiftly reviews our databases. We verify whether we have personal data associated with the requested users. If we can sufficiently verify that we have those users’ personal data, we promptly delete the identifiers. This ensures that any information remaining is fully anonymized, in line with CCPA requirements.

Additional Resources

Learn more about CCPA compliance options.