Alive Data (Aus) Pty Ltd · Last updated: 4 June 2026
This policy explains how Alive Data collects, holds, uses, and discloses personal information. It applies to our websites, the Alive Data platform, Alive Survey, and the other services we offer to businesses and consumers (together, the “Services”).
This policy should be read together with any other privacy notices we provide in specific circumstances.
Alive Data is an Australian consumer intelligence and location data company. We collect personal information directly and receive personal information from third parties, and use that information to help our business clients — including advertisers, agencies, and brands — better understand consumer audiences and deliver more relevant marketing.
We do this in three ways:
We are committed to handling personal information responsibly and in accordance with the Privacy Act 1988 (Cth) and the Australian Privacy Principles (APPs).
Personal information — information or an opinion about an identified individual, or an individual who is reasonably identifiable, as defined in the Privacy Act.
Sensitive information — a sub-category of personal information that includes information about health, race, religious beliefs, political opinions, sexual orientation, and similar attributes. Sensitive information has additional protections under the Privacy Act.
Pseudonymous identifiers — identifiers such as Mobile Advertising IDs (MAIDs), cookie IDs, IP addresses, and hashed email addresses or phone numbers. These do not directly identify an individual on their own, but can become personal information when combined with other data. Where we use pseudonymous identifiers in ways that could reasonably identify an individual, we treat them as personal information.
Audience segment — a group of people who share characteristics (for example, “people who have recently visited car dealerships in Melbourne”) that our clients can target with advertising.
Alive Data is based in Australia and our handling of personal information is primarily governed by the Privacy Act 1988 (Cth) and the Australian Privacy Principles.
Where we handle personal information of individuals located outside Australia, additional privacy or data protection laws may apply, including the EU General Data Protection Regulation (GDPR), the UK GDPR, and the California Consumer Privacy Act / California Privacy Rights Act. Where such laws apply to our handling of personal information, we will take steps to comply with them to the extent required.
We are also a signatory to applicable industry codes, including the ADMA Code of Practice for data and marketing.
We collect, hold, and use the following categories of personal information:
Identity and contact details — name, email, mobile number, postal address, date of birth, gender.
Pseudonymous identifiers — Mobile Advertising IDs (MAIDs), cookie identifiers, IP addresses, hashed email and hashed mobile numbers.
Location and movement data — latitude and longitude coordinates, geohashes, and derived approximate home and work areas.
Device and technical information — device type, make, model, operating system, carrier, and browser.
Demographic and household information — marital status, household composition, lifestyle indicators.
Financial and spending indicators — income bands, spend categories, mortgage or rent indicators, property ownership and characteristics, vehicle ownership and characteristics.
Online behaviour and interests — pages viewed, links clicked, apps installed, brands and places visited, interests inferred from online activity.
Survey, competition, and lead-generation responses — answers you provide to us or to our partners.
We also create inferred attributes by combining the above (for example, an estimated household income band, an inferred interest in a product category, or membership of an audience segment). Inferred attributes are personal information and we treat them accordingly.
Directly from you — when you sign up for or interact with our Services, complete one of our surveys, enter a competition, respond to a lead-generation campaign, or contact us.
From our data partners and contributors — businesses that have collected consumer data through their own products, services, surveys, panels, or platforms, and who supply that data to us. Our data partners are contractually required to warrant that the data they supply has been collected lawfully and with the consent appropriate for the purposes described in this policy.
Through cookies, software development kits (SDKs), pixels, and similar technologies placed on websites and apps operated by us or our partners.
From publicly available sources — such as property records and other publicly accessible information.
Where we collect personal information about you from a third party, we take reasonable steps, where required, to ensure you are made aware of the collection in accordance with the Australian Privacy Principles.
We use personal information for the following purposes:
We may also use or disclose personal information for a secondary purpose where that secondary purpose is related to the primary purpose of collection and you would reasonably expect us to do so, or where you have consented or another exception under the Australian Privacy Principles applies.
A core part of our business involves using computer programs, data matching techniques, and statistical models to analyse and segment data so that our business clients can better understand audiences and deliver advertising and marketing more effectively. This may include probabilistic matching across identifiers such as Mobile Advertising IDs (MAIDs), hashed email addresses, and addresses, and the creation of inferred attributes and audience segments.
Where we use audience segments for targeting, we generally provide clients and partners with segment membership, audience insights, or activation services rather than directly disclosing identifiable personal information, unless you have consented to that disclosure or it is otherwise permitted by law.
These activities are used for marketing and audience targeting. They are not used by us to make decisions that significantly affect your legal rights, your contractual entitlements, or your access to essential services.
If you would like more information about how your personal information may have been used in profiling or audience segmentation, or would like to request that we no longer use your personal information for those activities, please contact us using the details below.
We may disclose personal information to the following categories of recipients where reasonably necessary for the purposes described in this policy or as otherwise permitted or required by law:
Except as described in this policy, we do not disclose personal information to third parties in exchange for monetary consideration.
Some of our service providers, data partners, and clients may be located outside Australia, including in the United States, Europe, and Asia. Personal information may be disclosed to, stored by, or accessed by these overseas recipients.
Before disclosing personal information to an overseas recipient, we take reasonable steps to ensure that the recipient does not breach the Australian Privacy Principles in relation to that information. These steps may include contractual protections. In some circumstances permitted by the Privacy Act, an exception may apply.
We may also store personal information in Australia while allowing authorised access from overseas.
We generally do not seek to collect sensitive information. Where we do collect sensitive information, we will obtain your consent or rely on another basis permitted under the APPs.
Our Services are not directed at children under 16. We do not knowingly collect personal information from children. If you believe a child has provided personal information to us, please contact us and we will take reasonable steps to delete it.
We take reasonable technical and organisational measures to protect personal information from misuse, interference, loss, unauthorised access, modification, and disclosure.
If we become aware of an eligible data breach under the Notifiable Data Breaches scheme, we will notify affected individuals and the Office of the Australian Information Commissioner (OAIC) as required by law.
We keep personal information only for as long as we need it for the purposes described in this policy, or as required by law. When we no longer need personal information, we take reasonable steps to destroy it or to de-identify it.
You have a number of ways to control how your personal information is handled by Alive Data.
Opt out of direct marketing from Alive Data — use the unsubscribe link in any of our marketing messages, or email us at privacy@alivedata.com.au.
Opt out of inclusion in our data and audience segments — email us at privacy@alivedata.com.au. Where reasonably practicable, we will give effect to your request and, where relevant, notify applicable partners or service providers.
Opt out of cookie-based advertising in your browser — visit the Australian Digital Advertising Alliance’s industry opt-out tool at youradchoices.com.au, or the equivalent tool in your country.
Opt out of mobile advertising on your device:
Deal with us anonymously or under a pseudonym — where it is lawful and practicable, you can choose to deal with us anonymously or by using a pseudonym. Some Services require us to know who you are in order to work.
Ask us where we got your information — if we hold personal information about you that we received from someone else, you can ask us where we got it. We will tell you within a reasonable time and without charge, unless it is impracticable or unreasonable to do so.
You have the right to:
To make a request or complaint, please email privacy@alivedata.com.au. We will consider your request and respond within a reasonable period, subject to any legal requirements or permitted exceptions.
If you are not satisfied with our response, you can escalate your complaint to the Office of the Australian Information Commissioner (OAIC) at www.oaic.gov.au or on 1300 363 992.
We may update this policy from time to time. The latest version will always be available on our website. Where changes are material, we will take reasonable steps to notify you.
Privacy Officer
Alive Data (Aus) Pty Ltd
Email: privacy@alivedata.com.au
Address: 81–83 Campbell Street, Surry Hills NSW 2010, Australia
