Privacy Notice: ITV Outcome:Plan
Last updated: 2026-02-16
2. What information do we collect
3. Why we use your personal data
4. How long do we retain your personal data
5. Who do we share your data with
7. How we keep your personal data safe
10. Cookies and similar technologies
a. What are cookies and similar technologies
b. Why do we use cookies and what types of cookies do we use
This Privacy Notice (this "Notice") applies specifically to your use of the ITV Outcome:Plan web application (outcomes-planner.itv.com). It explains how ITV Consumer Ltd., including its parent, subsidiaries, and affiliates ("we", "us", or "our"), collects, uses, and shares your personal data as a data controller.
This Notice describes the personal data we require to operate this application, as well as the rights and choices available to you regarding our processing of your information.
We collect the following information when you use the ITV Outcome:Plan:
Google Account Data (Authentication): When you log in with your Google account, we collect your email address and your basic profile information (name) for the sole purpose of user authentication and account management.
Google Analytics Data (Web Traffic Performance): If you choose to link your Google Analytics (GA) account, we access specific web traffic data from your GA property, including:
Web Visitation Metrics: Daily web visits or similar traffic metrics used to classify your brand size and calculate baseline forecasts.
Dimensions and Metrics: Historical data necessary to model baseline web traffic and factor in seasonality.
Usage Data: We may collect technical log data including your IP address, browser type, and interactions with the application to ensure security and proper functionality.
We access the minimum data necessary from your Google Analytics account required to perform the baseline forecasting function of the tool.
We use the data we collect for the following specific purposes:
Authentication and access: We use your email address to log you into the application and manage your account access.
Web traffic forecasting: We use your linked Google Analytics data to:
Calculate baseline forecasts, modelling traffic performance without a TV campaign and factoring in seasonality.
Generate scenario uplifts, layering campaign incrementality onto the baseline to forecast traffic increases.
Benchmark your brand, classifying your brand size to tailor response forecasts.
Service improvement: We may use de-identified and aggregated data to refine the mathematical algorithms that power ITV Outcome:Plan. This helps us understand general market trends (such as seasonality or day-of-week impacts) to improve forecasting accuracy for all users. This process is strictly statistical; no individual brand's campaign performance or specific web traffic data is isolated, visible to, or retrievable by other users.
We have set out in more detail each purpose, legal basis we rely on and the categories of personal information we use for each processing activity in the section below. Sometimes more than one legal basis will apply.
ITV Outcome:Plan’s use and transfer of information received from Google APIs (including Google Analytics) to any other application or party is strictly limited. It will adhere to the Google API Services User Data Policy, including the Limited Use requirements.
Specifically:
We do not sell your Google user data.
We only use this data to provide or improve user-facing features within the ITV Outcome:Plan application.
We do not use this data for serving advertisements.
We do not transfer this data to third parties unless necessary to provide or improve user-facing features, to comply with applicable law, or as part of a merger/acquisition or asset sale with notice to users.
We do not share your personal data with third parties, except in the following circumstances:
Service providers: We may share data with third-party vendors who assist us in hosting and operating the application (e.g., Google Cloud), provided they are bound by strict confidentiality and data protection obligations.
Affiliated Companies: Our affiliated companies for the purposes described above.
Legal Requirements:Third parties, including authorities, when we believe in good faith that disclosure is necessary to protect our rights, protect your safety or the safety of others, or to comply with the applicable law or legal process, or to respond to legal claims.
Business Transfers: If we become involved in a merger, acquisition, restructuring, or sale of assets, your information may be included in the assets transferred to the new owner.
We may aggregate or de-identify your information for any purpose. Such aggregated or de-identified information is not subject to this Notice.
We are committed to protecting your personal data and keeping it secure, private, and confidential. We implement appropriate technical and organisational measures to protect the security of your personal data, including pseudonymisation, encryption, access restrictions, and retention policies.
We retain your personal data only where we have an ongoing legitimate or lawful need to do so. When we no longer have such a need, we will delete or anonymise your data.
Our ITV Outcome:Plan application relies on trusted third-party service providers, specifically Google Cloud and Google Analytics. This means that your personal data may be processed in countries outside the United Kingdom, including the United States.
If we transfer your data internationally, we ensure it remains protected in line with UK data protection laws. We achieve this by relying on:
Adequacy Decisions: We prioritise transfers to countries or frameworks that the UK government has determined provide an adequate level of safety (such as the ‘UK-US Data Bridge’ for US-based providers).
Standard Data Protection Clauses: Where specific adequacy decisions do not apply, we implement UK-approved contractual clauses with our providers. These strictly limit how they use your data and legally bind them to protect it.
Additional Safeguards: We also use technical protections, such as encryption and pseudonymisation, to ensure your data remains secure during transit and storage.
We review all service providers before we use them to ensure they are only allowed to access the minimum information necessary to perform the services we request.
The ITV Outcome:Plan uses the following types of cookies and similar technologies:
Strictly Necessary Cookies: These are essential for the application to function. They enable core functionality such as user authentication, session management, and security features. Without these cookies, the application cannot operate properly.
Security Cookies: These help protect the application and your account from unauthorised access.
The ITV Outcome:Plan does not use third-party cookies for tracking or advertising purposes.
Under UK data protection laws, you have the following rights:
Right to be informed: To know what personal information we collect and how we use it (as set out in this Notice).
Right of access: To request a copy of the personal information we hold about you.
Right to rectification: To request that we correct any inaccurate or incomplete personal information.
Right to erasure: To request that we delete your personal information where permitted by law.
Right to object: To object to processing based on our legitimate interests.
Right to data portability: To receive your data in a structured, commonly used format in certain circumstances.
Right to withdraw consent: Where we process your data based on consent, you may withdraw it at any time.
Right to lodge a complaint: To complain to the Information Commissioner's Office (ICO) via ico.org.uk.
To exercise any of these rights, please email us at myprivacy@itv.com with "Outcome:Plan" in the subject line.
Our service may include links to other sites, products, or services that we do not own and are not operated by us, and whose privacy practices may differ from our own. If you click a third party link, you will be directed to that third party's site. If you submit personal data to any such third party sites or otherwise submit personal data to such third parties, your information is governed by the pertinent third party’s privacy policies. We have no control over and assume no responsibility for the content, privacy policies, or practices of any third party sites or services, and this Notice does not apply to your activities on any third-party sites or services or any information you otherwise disclose to any third parties. We encourage you to carefully read the privacy policy of any site you visit.
If you have any questions, concerns, or complaints about this Notice or our privacy practices, please contact us:
Email: myprivacy@itv.com (include "Outcome:Plan" in the subject line)
Post: Data Protection Officer, ITV Consumer Ltd., ITV White City, 201 Wood Lane, London, W12 7RU
We may change this Notice from time to time and we will notify you by revising the “Last Updated” date at the top of this Notice. If we change this Notice in a way that we believe materially affects how we process your personal data, we will provide you with advance notice such as via email or by posting a notice on the website, if applicable.