When using our tracking code, you may need to be aware of privacy considerations surrounding Parse.ly’s data collection approach. We will use the term “personal information” in lieu of “personal data” and “Personal Identifiable Information (PII)”.
By default, Parse.ly collects standard web browser information about a reader, the uses of which are described below:
ip_address: IP address of the user; used for bot detection and geographic segments
user_agent: Identifier for the user’s device; used for device analytics (mobile vs desktop)
first_party_uuid: Site-specific identifier (UUID) for user; used in loyalty analytics (new vs returning)
To comply with personal information restrictions in certain geographic regions, as well as the privacy policies of individual publishers, Parse.ly can selectively disable the tracking of
ip_address. An example implementation is here.
Parse.ly has also exposed the ability to disable the tracking of
What does disabling ip address tracking mean?
When you disable
ip_address tracking for a specific site, Site ID, or visitor we perform a hashing algorithm on the original ip address that removes any personal information while maintaining enough information to perform reasonably accurate geographic segmentation.
first_party_uuid a form of personal information?
No. The way we generate the
first_party_uuid for web browsers uses server-side crytographic randomness. In the case of our mobile SDKs, we generate the
first_party_uuid within the app itself, leveraging Java and ObjC/Swift APIs. The UUID is a unique identifier that can only be used to analyze single-domain or single-app user sessions.
Parse.ly does not link the
first_party_uuid with any personal information about the web visitor; from Parse.ly’s standpoint, each UUID is an anonymous content-viewing device or user.
Effect of disabling
ip_address prevents bot detection and blocking actions Parse.ly may take, but may lead to better compliance with strict privacy policies that consider IP addresses to be personal information.
ip_address may make our geographic segmentation feature slightly less accurate. Geographic segmentation is most often used with our audience segmentation feature.
ip_address, contact us at
How and where is visitor data securely stored?
Parse.ly uses a stateless distributed DNS and CDN infrastructure, which is spread across several geographic regions for redundancy and performance.
Data is immediately processed in a distributed infrastructure located in several data centers in the United States (located in the states of Virginia and Oregon), where it is archived and stored long-term.
All data is stored on secure Linux servers, which are regularly patched and upgraded. These servers are behind a virtual private cloud networking setup. Because we rely on public cloud infrastructure, physical security of our data centers are handled by Amazon Web Services, who has public documentation on cloud security, as well as ISO 27001 compliance for their infrastructure.
Data is also backed up to a cloud distributed data store with 99.999999999% durability, and is only accessible by authorized systems using secure keys. This distributed data store is spread across several data centers clustered geographically in the state of Virginia in the United States.
How is data aggregated and anonymized?
Parse.ly aggregates and anonymizes customer data for the purpose of studying web-wide attention data. For example, aggregated and anonymized data is used for our data studies which are published to inform media industry trends for customers and the press.
How does Parse.ly handle EU-US Privacy Shield?
Example implementation of disabling ip address tracking per visitor
To disable ip address tracking on a per visitor basis you should define a
PARSELY object with an
onload function prior to the code for the default implementation. The
onload function should call
PARSELY.setConfigOptions and pass it an object with the keys and values you’d like to overwrite for this visitor. Currently, the only valid key is
track_ip_addresses. The only valid values are
Use of the
setConfigOptions function requires
autotrack: false per the dynamic tracking documentation.
Last updated: September 07, 2023