General location and ISP are inferred rather than collected directly
Roku says it may derive where you roughly are: "We may infer your general location information and internet service provider from the device information we collect", with IP address and MAC address given as the means of inferring a geographic area. This is inference from identifiers already gathered, described as "general" rather than precise, and it does not require the user to turn anything on.
Details
What it does
infer general location and internet service provider
What it covers
device information already collected, such as IP address and MAC address
Supporting quotations
We may infer your general location information and internet service provider from the device information we collect (for example, IP address and MAC address may be used to infer your geographic area).
Qualifications & exceptions
Derived from device information, with IP address and MAC address named as the inputs to geographic inference.
Described as "general location information", not precise location.
Not stated here
Precision of the geographic area inferred, and retention of the inference, are not stated.
Inferences about preferences and interests are their own category
Category I is inferences drawn from Personal Information, including preferences, interests and other information used to personalise the experience. The notice therefore treats derived conclusions, not just the underlying observations, as a category that is processed and disclosed.
Details
What it covers
inferences drawn from Personal Information
Supporting quotations
I. Inferences drawn from Personal Information, including your preferences, interests, and other information used to personalize your experience
Qualifications & exceptions
The examples tie the category to personalisation, while the row's purposes also include advertising.
Inference & Profiling · Context
Inferences carry the nine purposes in the general state chart
Category I is inferences drawn from Personal Information, including preferences, interests and other information used to personalise the experience. Its purposes column is the full nine-entry list: service operation, improvement with advertising correlations, personalisation with suggested content, targeted advertising with measurement and reporting, marketing, business metrics, service communications and customer care, enforcement, and fraud prevention.
Details
What it covers
inferences drawn from Personal Information
Why
service operation, improvement, personalisation, advertising, marketing, metrics, communications, enforcement and fraud prevention
Supporting quotations
I. Inferences drawn from Personal Information, including your preferences, interests, and other information used to personalize your experience
To provide and maintain the Roku Services, and to process and fulfill your requests or orders.
To understand and analyze our user base and how you use the Roku Services, and to improve and enhance the Roku Services (including building correlations for use in Roku’s advertising services in order to better serve our advertisers), and to develop new products, services, features and functionality.
To personalize your experience on the Roku Services, including suggesting and offering you relevant content and recommendations.
To show you ads (including targeted ads) through the Roku Services, on Third-Party Channels, and on third-party websites, mobile apps, platforms and devices. We use your information to measure and understand the reach, viewership, and effectiveness of advertising, and provide advertising analytics and reporting. We also help advertisers and advertising partners reach the desired audience and understand, measure and improve their ad campaigns.
For marketing purposes, including to send you alerts, notifications, emails and text messages, about products, events, promotions and offers from Roku or its partners, and to measure and understand the effectiveness of our marketing.
To measure performance and analyze key metrics relevant to our business.
To communicate with you, including sending you service information such as confirmations, invoices, notices, updates, security alerts, user surveys, and support and administrative messages; and to respond to your comments and questions and provide customer service.
To enforce our terms and conditions or protect our business, partners or users, and comply with our contractual and legal obligations.
To protect, investigate, and deter against fraudulent, unauthorized, infringing or illegal activity, including click fraud.
Qualifications & exceptions
Advertising and marketing both appear for derived preferences and interests.