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What to Include In Your Privacy Policy

Do I need a privacy policy?

As part of our "Site Requirements" for eligibility, we require that any website that collects visitor information disclose their data practices through an easily accessible privacy policy.

There are a number of ways that visitor information is collected. Some information is volunteered by the visitor, such as submitting personal and payment information as part of a transaction or when submitting information to a "Contact Us!" form. Information can also be collected through background processes, such as for analytics or marketing programs like... retargeting!

Not sure if you collect visitor information? Below are just a few possible website functions that involve the exchange of information:

  • Retargeting
  • Transactions
  • "Contact Us" forms
  • Website/Visitor Analytics
  • Website optimization
  • Customized user experience
  • Membership/login portals
  • Email subscriptions


What are your privacy policy requirements?

The link to your site’s privacy policy should be clearly visible on all pages where you’re collecting personal information—not just your homepage. A good practice is to provide a link to your privacy policy right below all forms where a visitor is entering their information, as well as in the footer. This will ensure your privacy policy is prominently visible to your visitors.

We require that your privacy policy, at minimum, does the following:

  • Describe what personal information is collected.
  • Describe how this information will be used by the company.
  • Describe how this information will be transferred to third party companies.
  • Describe how you use cookies.
Provide instructions on how users can modify or delete their personal information.
  • Provide instructions on how users can opt out of future communications.
  • Finally, websites that collect sensitive personal information, such as bank details and credit card numbers, must use a secure processing server (https://) when collecting this information.

Need an example privacy policy? Privacy policy content is unique depending on the data practices of the website, but feel free to check out ours! AdRoll's privacy policy is available in the footer of There are also some services—such as—that can help you generate your privacy policy.


How do I explain my partnership with AdRoll?

AdRoll uses anonymous third party cookies to enroll your visitor in your retargeting program. To disclose this partnership in as part of your cookie policy, feel free to use the language below. Keep in mind that this is language is not a replacement for the privacy policy requirements above, but can be added to your existing privacy policy to further educate your visitor on how their information is used.

As you browse [company website], advertising cookies will be placed on your computer so that we can understand what you are interested in. Our display advertising partner, AdRoll, then enables us to present you with retargeting advertising on other sites based on your previous interaction with [company website]. The techniques our partners employ do not collect personal information such as your name, email address, postal address, or telephone number.  You can visit this page to opt out of AdRoll’s and their partners’ targeted advertising.