Each Party will:

4.1. Comply with its respective obligations under U.S. Privacy Laws with respect to the Processing of Personal Data.

4.2. Provide Consumers with a clear and conspicuous ability to opt out of the Sale, Sharing, or Processing of their Personal Data for purposes of Targeted Advertising, in compliance with U.S. Privacy Laws. If a Consumer opts out, Disclosing Party will (i) not Process such Consumer’s Personal Data for Targeted Advertising purposes and (ii) will either (a) not disclose such Consumer’s Personal Data to any Third Party; or (b) transmit a Restricted Processing Signal in conjunction with any disclosures of such Consumer’s Personal Data to any Third Party.

4.3. Not modify any Restricted Processing Signal received from a Disclosing Party.

4.4. Transmit all Restricted Processing Signals received in conjunction with Personal Data to any recipients of such Personal Data.

4.5. Comply with requirements set out in U.S. Privacy Laws for processing Deidentified Data, including by:

4.5.1. Not attempting to re-identify any such data;
4.5.2. Using reasonable administrative, technical, and organizational measures to prevent any re-identification of any such data or any inadvertent release of any such data; and
4.5.3. Publicly committing both to maintain and use the Deidentified Data in de-identified form and not to attempt to re-identify any such data.

4.6. To the extent acting as a Disclosing Party:

4.6.1. Provide all notices and obtain any consents required by U.S. Privacy Laws necessary to permit each Party to Process Personal Data in accordance with this Addendum. Without limitation, Client represents and warrants that end users of its websites, mobile applications, and other online services have been informed of the use of their Personal Data as permitted under the Main Agreement and it has obtained consents from such end users as required under U.S. Privacy Laws as it relates to the collection and use of their Personal Data as permitted under the Main Agreement; and
4.6.2. To the extent providing Personal Data originally collected by another Controller, (i) contractually obligate such Controller to provide all notices and obtain any consents required by U.S. Privacy Laws necessary to permit each Party to Process Personal Data in accordance with this Addendum and (ii) take reasonable steps to ensure compliance with such contractual obligations.
4.6.3. Client will ensure that it does not disclose Sensitive Data to Adform.

4.7. To the extent acting as a Receiving Party, comply with:

4.7.1. Section 5 (CCPA Third Party Terms) when Processing Personal Data subject to the CCPA and without a Restricted Processing Signal present.
4.7.2. Section 6 (Processor Obligations), when Processing Personal Data received with a Restricted Processing Signal present.