4.13 Advertisement
4.13.1 Introduction
We provide app recommendation ads in our apps and system interfaces to help you discover more apps that you may be interested in. These ads allow us to provide you with most of our high-quality apps and services free of charge. These advertisements include non-personalized advertisements and personalized advertisements and may be provided directly by Xiaomi, or other third party advertising platforms including Google and Facebook.
The following information will help you understand the data we collect, how we securely store and retain it, and how it's used to display most of the ads you see in our apps and system interfaces. Please note that Xiaomi never uses any of your photos, recordings, or other files stored in Xiaomi Cloud for advertising purposes. Additionally, we provide you with the option to turn off personalized ads, and you will continue to receive non-personalized ads.
4.13.2 Data Inventory
| Category | Type | Identification Qualifier | Purpose | Data Encryption In-transit | Data Encryption At-rest | Data Retention |
|---|---|---|---|---|---|---|
| Identifiers | GAID | Identified | Advertising | HTTPS | Plain | 90 days |
| Usage Data | Advertising Data | Identified | Advertising | HTTPS | Plain | 90 days |
| App Usage Data | Identified | Advertising | HTTPS | Plain | 90 days | |
| Other Data | Device and System Specs | Identified | Advertising | HTTPS | Plain | 90 days |
| Locale and Region Settings | Identified | Advertising | HTTPS | Plain | 90 days | |
| Operator and network type | Identified | Advertising | HTTPS | Plain | 90 days |
4.13.3 Data Collection and Usage
1) Basic Advertising Services in MIUI
We use the following data to provide basic advertising services
Identifier: Google Advertising ID (‘GAID’).
Device and network information: device type, operating system version, mobile operator, and network type.
Advertisement interaction data: how you interact with the advertisement, including click rate and browsing history.
We collect this data to personalize advertising content for you, optimize your ad viewing experience, and perform statistical analysis on the effectiveness of advertising.
2) Mi Ads Service and User Segments
Xiaomi's Mi Advertising Service uses personalized advertising content to create advertising recommendations. We do this by creating user segments based on individual characteristics, these segments are then used to deliver personalized advertisements. We may use the following information for user segmentation:
App usage data: this includes how you use the apps on your smartphone, and initial download and installation (including download and installation source), first launch, updates and uninstallation.
Advertising interaction data: this includes how you interact with advertisements, including click rate and browsing history.
Our advertising services do not use the data stored in Xiaomi Cloud and Mi Pay.
3) Third party Advertisement
When personalized advertisements are provided by third party advertisement platforms, including Meta, Google and Mytarget, the advertising content you receive is determined solely by the provider. Further information about how third party advertising platforms collect and use your personal information can be found in their privacy notices. A detailed list of the third parties advertising platforms and providers can be found in Section 8 of the Xiaomi Privacy Policy.
4.13.4 Manage Your Privacy
Manage Personalized Ads
There are two ways to enable or disable personalized ads in MIUI.
Go to Settings > Passwords & Security > Privacy > Ad Services > Personalized Ad Recommendations, and then disable the "Personalized Ad Recommendations" option.
Go to Settings > Google > Ads, and then enable the "Opt out of Ads Personalization" option.
4.13.5 Conclusion
Privacy and security are fundamental to providing ad services at Xiaomi. We strive to provide you with better products and services while protecting your privacy rights by:
- Providing transparency to our advertisement services.
- Providing controls to personalized advertisement.
- Prohibiting the use of user content data for personalizing advertisements.