Trust Framework

Master Definitions

A single, authoritative glossary for the entire eFind Trust Framework. Every capitalized term used in our agreements and policies is defined here once, so that a word means the same thing wherever you read it.

Purpose

The Master Definitions exist so that the eFind Trust Framework speaks with one voice. Legal documents fail when the same idea is described three different ways in three different places. To avoid that, every other document in the framework draws its capitalized terms from this single glossary rather than defining them locally. When a document needs a term that is specific to its own subject, it defines that term inside itself and says so; otherwise, the meanings below apply.

Scope

These definitions apply to every document in the Trust Framework, including the Advertiser Agreement, the Publisher Agreement, the Privacy Policy and related privacy notices, and all product and platform policies. If a defined term here conflicts with a definition inside a specific document, the specific document controls only for the matter it governs, and only where it clearly states that it is overriding this glossary.

Who It Applies To

These definitions apply to Advertisers, Publishers, Users, developers, business customers, and anyone else who reads, relies on, or is bound by any part of the Trust Framework.

How to Read These Definitions

Terms are listed alphabetically. A defined term keeps its meaning whether it appears in singular or plural form. Words like "includes" and "including" are meant to give examples, not to limit the meaning of what comes before them. References to a law include its amendments and any regulations issued under it. References to "writing" include electronic communications where the law allows.

Definitions

Acceptable Use Policy: The Acceptable Use Policy, the baseline conduct rules that apply to everyone who accesses or uses the Services, as updated from time to time.
Account: The registered profile through which an Advertiser, Publisher, or other customer accesses and uses the Services, including any settings, credentials, billing details, and history associated with it.
Ad or Advertisement: Any promotional message, creative, or content that an Advertiser submits to be delivered through the Services, in any format, including text, image, video, audio, interactive, and future formats.
Ad Unit: A defined space or slot in which an Advertisement is delivered on a Publisher Property, together with the technical configuration that controls how Advertisements are requested and displayed in that space.
Advertiser: A person or organization that uses the Advertising Services to create, manage, or run Campaigns, or on whose behalf Campaigns are run.
Advertiser Content: All creative assets, text, images, video, audio, links, Landing Pages, trademarks, data, and other materials that an Advertiser submits to or makes available through the Services, or directs eFind to use in connection with a Campaign.
Advertising Policies: The Advertising Policies and any policies, guidelines, or requirements that eFind makes available governing what may be advertised, how Advertisements may appear, and how Advertisers must behave, as updated from time to time.
Advertising Services: The features of the Services that allow Advertisers to plan, create, target, run, measure, and pay for Campaigns, including search, display, video, and lead-generation advertising and any successor or future advertising products.
Aggregated Data: Data that relates to a group or category of people or events and that has been combined or summarized so that it does not identify, and cannot reasonably be used to identify, any individual.
Agreement: Any binding contract between eFind and a customer within the Trust Framework, including the Advertiser Agreement, the Publisher Agreement, the Terms of Service, and any order, addendum, or policy incorporated into them.
AI-Assisted Advertising: Advertising Services or features that use artificial intelligence or machine learning to help create, optimize, target, price, or measure Campaigns, including automated bidding, creative generation, audience modeling, and predictive performance tools.
AI Content: Content that is generated, materially modified, or personalized by artificial intelligence or machine-learning systems, whether created by eFind, by an Advertiser or Publisher, or by a third-party tool used in connection with the Services. AI Content is governed by the AI Content Policy.
API: Any application programming interface, software development kit, or other developer tool that eFind makes available to let systems interact programmatically with the Services, together with its Documentation.
Applicable Law: All laws, regulations, rules, orders, and binding guidance that apply to a party's use or provision of the Services, including advertising, consumer-protection, privacy, data-protection, intellectual-property, export-control, sanctions, and tax laws.
Authorized User: An individual whom an Account holder permits to access and use the Services on its behalf, such as an employee, agent, or contractor, and for whose activity the Account holder remains responsible.
Bid: The amount an Advertiser is willing to pay for a specified outcome, such as a Click, an Impression, or a Conversion, submitted into the auction that determines whether and where an Advertisement is delivered.
Billing: The process by which eFind calculates, invoices, and collects amounts owed for the Services, including charges, credits, adjustments, and Taxes.
Brand Safety: The practices and controls that seek to keep Advertisements away from content, contexts, or placements that an Advertiser or eFind considers inappropriate, harmful, or damaging to reputation.
Business Verification: The process by which eFind confirms the identity, legitimacy, and eligibility of an Advertiser, Publisher, or other customer, which may include reviewing identity documents, business records, payment information, and website ownership.
Campaign: A structured set of Advertising Services activity created by or for an Advertiser to pursue an advertising objective, including its Advertisements, targeting, budgets, Bids, schedules, and settings.
CCPA: The California Consumer Privacy Act of 2018, as amended by the CPRA, and its implementing regulations.
Click: A recorded interaction in which a User selects or activates an Advertisement, typically to be taken to a Landing Page or to trigger another response defined by the Advertisement.
Confidential Information: Non-public information that one party discloses to the other in connection with the Services and that is marked confidential or that a reasonable person would understand to be confidential, including pricing, technical, security, and business information. It does not include information that is or becomes public without breach, is already known without a duty of confidence, or is independently developed.
Consent: A freely given, specific, informed, and unambiguous indication by which an individual agrees to the Processing of their Personal Information, given by a statement or clear affirmative action, to the extent Applicable Law requires it.
Content: Any information or material that is created, submitted, transmitted, displayed, or stored through the Services, including Advertiser Content, Publisher Content, and AI Content.
Controller: The party that, alone or with others, determines the purposes and means of the Processing of Personal Information. Where the CCPA or CPRA applies, this includes the equivalent role of "business."
Conversion: An action taken by a User that an Advertiser has defined as valuable, such as a purchase, sign-up, form submission, call, or app install, that is attributed to interaction with an Advertisement.
Conversion Tracking: The tools and methods eFind provides to record and attribute Conversions, which may involve tags, pixels, software development kits, Cookies, or server-to-server measurement.
Cookie: A small file or similar technology stored on or read from a Device that is used to remember information, recognize a browser or Device, measure performance, or support advertising, as further described in the Cookie Policy.
CPRA: The California Privacy Rights Act of 2020, which amends and expands the CCPA.
Data Processing Addendum or DPA: The Data Processing Addendum, which sets out the terms under which eFind Processes Personal Information on behalf of a customer and the respective obligations of the parties as Controller and Processor.
Data Subject: An identified or identifiable individual to whom Personal Information relates. Under the CCPA and CPRA, this includes a "consumer."
Device: Any computer, phone, tablet, connected television, wearable, voice assistant, or other hardware used to access the Services or on which Advertisements may be delivered.
Documentation: The user guides, technical specifications, help materials, and policies that eFind makes available describing how to use the Services, including API Documentation.
EEA: The European Economic Area, comprising the member states of the European Union together with Iceland, Liechtenstein, and Norway.
Effective Date: The date on which a document or Agreement takes effect, as assigned through the Governance approval process, or as of the date a customer first accepts it or uses the applicable Services.
eFind: eFind LLC, a limited liability company located at 2451 West Grapevine Mills Circle, Suite 324, Grapevine, TX 76051, United States, and the technology company that operates the eFind Ads advertising platform and the other Services. Depending on context, "eFind," "we," "us," and "our" refer to eFind LLC and its affiliates.
Feedback: Suggestions, ideas, comments, or other input that a customer or User voluntarily provides to eFind about the Services.
Force Majeure: An event beyond a party's reasonable control that prevents or delays performance, such as natural disasters, war, terrorism, civil unrest, labor disputes, utility or network failures, and governmental actions.
Fraud: Any deceptive activity intended to generate illegitimate value from the Services or to deprive eFind, an Advertiser, a Publisher, or a User of money, data, or rights, including the generation of Invalid Traffic and the misrepresentation of identity, inventory, or performance.
GDPR: Regulation (EU) 2016/679, the General Data Protection Regulation, and, where the context requires, the equivalent United Kingdom regime referred to as the UK GDPR.
Impression: A recorded instance in which an Advertisement is served and is capable of being displayed to a User, measured according to the standards eFind applies for the relevant format.
Intellectual Property Rights: All patents, copyrights, trademarks, trade secrets, database rights, and other intellectual-property or proprietary rights recognized anywhere in the world, whether registered or not.
International Transfer: Any transfer of Personal Information from one country or region to another, including a transfer from the EEA or the United Kingdom to a country that does not have an adequacy determination, which requires a lawful transfer mechanism.
Invalid Traffic: Clicks, Impressions, Conversions, or other interactions that do not come from genuine User interest, including activity generated by automated tools, bots, incentivized or deceptive means, repeated manual actions, or other methods that artificially inflate metrics, as further described in the Invalid Traffic Policy.
Landing Page: The web page, application screen, or other destination that a User reaches after interacting with an Advertisement.
Malware: Software or code designed to harm, gain unauthorized access to, disrupt, or exfiltrate data from a Device, network, or system, including viruses, spyware, ransomware, and unwanted software.
Office of Trust and Legal: The eFind function that owns the Trust Framework and is responsible for drafting, reviewing, approving, publishing, and maintaining its documents, as described in Governance.
Opt-Out: An action by which an individual declines a particular form of Processing, such as the sale or sharing of Personal Information or the use of Personal Information for targeted advertising, where Applicable Law provides that right.
Party or Parties: eFind and the customer that has entered into an Agreement, referred to individually as a party and together as the parties.
Payment: An amount paid to or by eFind under the Services, including Advertiser charges and Publisher earnings, made through the methods eFind supports.
Personal Information: Information that identifies, relates to, describes, or could reasonably be linked, directly or indirectly, with a particular individual or Device. Where the GDPR applies, this term has the same meaning as "personal data." It does not include Aggregated Data or de-identified data that cannot reasonably be used to identify an individual.
Placement: The specific location, context, or Ad Unit on a Publisher Property where an Advertisement is delivered.
Policies: The policies, guidelines, and requirements that eFind publishes as part of the Trust Framework or otherwise makes available for the Services, including the Advertising Policies and Publisher Policies, as updated from time to time.
Processing: Any operation performed on Personal Information, whether or not by automated means, including collecting, recording, organizing, storing, using, disclosing, transferring, combining, restricting, erasing, or destroying it.
Processor: The party that Processes Personal Information on behalf of and under the instructions of a Controller. Under the CCPA and CPRA, this includes the equivalent role of "service provider."
Prohibited Content: Content that the Advertising Policies, Publisher Policies, Acceptable Use Policy, or Applicable Law forbid from being advertised, published, or transmitted through the Services.
Publisher: A person or organization that makes advertising space on its Publisher Properties available through the Publisher Network to display Advertisements delivered by eFind.
Publisher Content: The content, data, and materials that a Publisher creates, hosts, or makes available on its Publisher Properties, other than the Advertisements delivered by eFind.
Publisher Network: The collection of Publisher Properties and inventory that eFind coordinates to deliver Advertisements on behalf of Advertisers.
Publisher Policies: The Publisher Policies and any policies, guidelines, or requirements that eFind makes available governing Publisher conduct, Publisher Properties, and the placement of Advertisements, as updated from time to time.
Publisher Property: A website, mobile application, or other digital property that a Publisher owns or controls and enrolls in the Publisher Network.
Restricted Industry: A category of products, services, or advertising that eFind allows only under conditions, such as additional verification, geographic limits, or certification, as set out in the Advertising Policies.
Revenue Share: The portion of the amounts eFind collects from Advertisers that eFind pays to a Publisher for Advertisements delivered on that Publisher's Properties, calculated as described in the Publisher Agreement.
Sensitive Personal Information: Personal Information that Applicable Law affords special protection, which may include government identifiers, financial account information, precise geolocation, racial or ethnic origin, religious or philosophical beliefs, health information, genetic or biometric data, sexual orientation, and the contents of certain communications.
Services: The eFind Ads advertising platform and all other products, services, websites, applications, APIs, and features that eFind makes available and that reference or incorporate the Trust Framework, including future products such as Search, Shopping, Commerce, analytics, payment, and AI-powered offerings.
Standard Contractual Clauses: The standard data-protection clauses approved by the European Commission or, for the United Kingdom, the applicable data transfer mechanism, used to provide a lawful basis for an International Transfer.
Sub-processor: A third party that eFind engages to Process Personal Information in the course of providing the Services on behalf of a customer.
Taxes: Sales, use, value-added, goods-and-services, withholding, and similar taxes, levies, or duties imposed by any authority in connection with the Services, excluding taxes based on eFind's net income.
Trademark: A name, logo, slogan, or other sign used to identify and distinguish the goods or services of a person or organization, whether registered or arising through use, as addressed in the Trademark Policy.
Trust Framework: The eFind Trust Framework, meaning the full library of agreements, privacy notices, security commitments, and governance documents described in the eFind Trust Framework, of which these Master Definitions are a part.
UK GDPR: The GDPR as it forms part of the law of the United Kingdom, together with the United Kingdom Data Protection Act 2018.
User: An individual who views, clicks, or otherwise interacts with Advertisements delivered through the Services, or who visits a Publisher Property, and whose Personal Information may be Processed in connection with the Services.
You: The person or organization that a particular document addresses, such as an Advertiser in the Advertiser Agreement or a Publisher in the Publisher Agreement. If you accept a document on behalf of an organization, "you" means that organization and you confirm that you are authorized to bind it.

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