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This statement discloses the privacy practices of BrainFruit, Inc.

This privacy statement covers the site downloaded file

Questions regarding this statement should be directed, via e-mail, to privacy@brainfruitinc.com. If we have not responded to your inquiry in a timely manner, or your inquiry has not been satisfactorily addressed, please contact us at 1-800-919-9538 [ 3120 South Avenue, La Crosse, WI 54601.]

What is our Privacy Policy?

The Internet is rapidly changing the way all of us communicate and interact with each other. While the Internet allows each of us access to more information and services than ever before, these new online activities raise new challenges, such as the privacy issues addressed in this policy. Most importantly, we believe that having a relationship with our customers that is founded on trust is good business. Any feedback you would like to provide to help us better meet your expectations in this area is welcomed.

What Personal Identification information is collected?

BrainFruit, Inc. wants to make your online experience satisfying and safe. Our data collection policies allow you to choose how much personal information to provide to us, and to control how we use that information. Our goal is to provide you with a satisfying online experience while allowing you to control your privacy. BrainFruit, Inc. collects information online primarily to make it easier and more rewarding for you to use our services. When you register, you will be asked at various times to provide information such as your name, and/or information about what you like and do not like. We request this information to provide our strongest value to you - a personalized online experience. Customers who personalize our service come back more often - and it's the customers that visit us often who make us successful - so we do everything we can to make BrainFruit, Inc. your service with your name on it and to give you just the content you want.

Information collected online is often defined as being either anonymous or personally identifiable:

Anonymous Information refers to information that cannot be tied back to a specific individual. For instance, we may know that 10,000 people visit this Privacy Policy today, but we do not necessarily know their names, where they live, or their date of birth. What we collect from transactions such as this constitutes anonymous information. Some of the individuals who access our services decline to use the personalization features that are available to them, and therefore those individuals are anonymous to us and the data we collect is similarly anonymous information.

Personally Identifiable Information refers to information that tells us specifically who you are, such as your name, e-mail address, mailing address. We also ask you for demographic information such as ZIP Code and year of birth. In many cases we need this information to provide the personalized or enhanced service that you have requested. We hope that, like many of our customers, you will find it beneficial to judiciously provide Personally Identifiable Information to BrainFruit, Inc. so that we may provide more valuable free content and products to you.

The amount of Personally Identifiable Information that you choose to disclose to BrainFruit, Inc. is completely up to you. The only way we know something about you personally is if you register for a personalized service or promotion. In other words, we will know Personally Identifiable Information about you only if you choose to share this type of information with us.

In general, the downloadable BrainFruit, Inc. desktop application:

· DOES NOT collect Personally Identifiable Information off your computer, the only information collected is during the installation process which allows us to personalize our content for your specific area

· DOES NOT initiate downloads or installations without your approval; and

· DOES NOT track surfing habits or present advertising based on your online activities.

What organization is collecting the information?

The data you provide is collected by BrainFruit, Inc.

How is the information used?

The majority of the services that are provided for free through BrainFruit, Inc. are the result of advertising revenues. Our ability to provide enhanced services and content to our customers is dependent on our ability to provide venues for our advertising partners that reach specific demographic segments of our customer base. Generally, advertisers have little interest in reaching a specific customer of our services - and as a matter of policy we provide no mechanism for an advertiser to reach you or any other specific customer. Instead, our advertising partners have the need to reach customers who share common demographic characteristics such as a specific gender or age range. For instance, certain products, such as sporting goods, may be purchased more often by men then by women, and therefore when advertising those types of products, the advertiser would prefer to target their messages just to men. The better job BrainFruit, Inc. does in providing a mechanism for advertisers to reach specific sub-segments of our users, the more revenue we can generate from advertising and that, ultimately, is what allows you to get the free content that is available from BrainFruit, Inc..

Most importantly, at no time is your Personally Identifiable Information used to determine what advertising you receive nor do we use it to determine what type of advertising any other customer of BrainFruit, Inc. will receive.

Below is a description of the uses of the information that we collect and how our visitors and advertisers benefit from these actions:

We provide personalized content in the form of weather conditions, forecasts, storm warnings, camera images, cool links and more to our users. We pay attention to what our customers do and do not use on our service and modify our content appropriately. We match the patterns of usage that our consumers exhibit on any website where we serve advertising to create anonymous profiles about our customers. The creation of an anonymous profile allows BrainFruit, Inc. to statistically model the demographic characteristics of a customer, without ever knowing that customer's name or any other Personally Identifiable Information about them. These anonymous profiles are used to target advertising - primarily banners - to those customers, both on the BrainFruit, Inc. domain and any of the other Internet domains where we serve advertising. Through the use of anonymous profiles, BrainFruit, Inc. can serve advertising to our customers that is more likely to be for products they would want, and sell that advertising for a higher price. This is essential to our ability to provide high quality content to our customers for free.

BrainFruit, Inc. never matches "Who you are" with "Where you've been" on the Internet because we do not use personal data characteristics such as your name, address or phone number to create these anonymous profiles but rather use primary demographic characteristics such as your age or gender. Finally, anonymous profiles present no privacy risk to our customers because they are worthless to third parties. Since any potential third party would be unable to read the cookies that we set on our domains, only BrainFruit, Inc. can create value from these anonymous profiles.

We develop summary - but not individual - reports for our advertisers. An example of a summary report might be "12,000 people clicked on Advertisement 'X' today, and of those people, 35% had previously indicated they had an interest in sports." Our advertisers, who make it possible for you to use BrainFruit, Inc. for free, need this information to determine how effective their advertising investments are. We never tell our advertisers who it was that saw or clicked on their advertisements, unless you have specifically told us it is acceptable to do so.

With whom may the information be shared?

If you are providing us Personally Identifiable Information, it will only be used within the BrainFruit, Inc. domains unless you choose to allow third party data sharing (by opting in for such distribution during the registration process). Should you choose to provide your information to third parties, BrainFruit, Inc. will share aspects of your information with our valued partners. All of our partners help contribute towards many of the free services available on the BrainFruit, Inc. downloads.

Other companies that place advertising on our site may collect information about you when you view or click on their advertising or content through the use of cookies (using the same techniques as described above). Due to the way the Internet technically operates, we cannot control this collection of information - but we can control which companies are allowed to place such advertising on our site. You should contact these advertisers or content providers that place information on BrainFruit, Inc. directly if you have any questions about their use of the information they potentially collect. It should be noted that anyone placing advertising on our websites can only collect Anonymous Information about you unless you actively provide Personally Identifiable Information to them. In some cases, we may allow third party advertising companies to place cookies and Web Beacons on the sites’ Web pages.

Our server computers will retain whatever Personally Identifiable Information you have provided to us, and may be provided to third parties - most obviously -law-enforcement agencies acting under subpoena power, per the terms of this section of our Privacy Policy. Although unlikely, BrainFruit, Inc. may be required by law enforcement or judicial authorities to provide Personally Identifiable Information to appropriate governmental authorities. If requested by law enforcement or judicial authorities, we will provide this information upon receipt of the appropriate documentation. We do not use this information to target any advertising to our customers, nor is it ever willingly distributed to any third party, such as an advertiser, except if subpoenaed.

Finally, BrainFruit, Inc. does not control the information collection and distribution policies on Internet domains other than BrainFruit, Inc. Internet domains.

If you choose to upload photograph(s), participate in blogs, chat rooms or other forums, we may collect the Personally Identifiable Information that you wish to share with us.

What choices are available regarding collection, use, and distribution of the information?

As mentioned earlier, the consumer always has the final word on whether BrainFruit, Inc. - or any Internet company - knows who you are. It is your choice to share Personally Identifiable Information with BrainFruit, Inc., and we encourage you to consider only sharing information with any site on the Internet in which you feel you receive true value in exchange for that information transfer and if you respect the privacy practices of the firm.

If you do choose to share Personally Identifiable Information with BrainFruit, Inc., you can control whether we contact you or share the information with third parties, either through choices you make at the time you share information with us, or through updates to your information. Any time information is requested from you on a BrainFruit, Inc. Internet domain, you should see a clear indication of what your information distribution choices are. At times, BrainFruit, Inc. may enter into co-branding arrangements with other companies, and if so, an opt-in question may be present for contact from these firms as well. Their opt-out features are specific to each organization, but you should never receive email from these organizations unless you have indicated that it is acceptable. All email from BrainFruit, Inc., or from co-brand partners who gain your permission to send you commercial email, will include an opportunity to opt out of future communications.

We may post customer testimonials on our web site from time to time, which may contain personally identifiable information such as the customer's name. We do obtain the customer's consent prior to posting the testimonial to post their name along with their testimonial.

At times, BrainFruit, Inc. may enter into co-branding arrangements with other companies, and if so, an opt-in question may be present for contact from these firms as well. Their consent features are specific to each organization, but you should never receive email from these organizations unless you have indicated that it is acceptable.

We may periodically alert you regarding new or upgraded services or product offerings. We also reserve the right to alert you if compelled to do so as part of a legal proceeding or if there has been a violation of our Terms of Service. BrainFruit, Inc. is retaining these rights because in limited cases we feel that we may need the right to alert you as a matter of law or regarding matters that will be important to you.

If your personally identifiable information changes you may contact us at privacy@brainfruitinc.com with the necessary changes.

If you no longer desire our service, or wish to delete/deactivate our service please uninstall the application.

What kind of security procedures are in place to protect against the loss, misuse, or alteration of information under the company's control?

BrainFruit, Inc. operates secure data networks protected by industry standard firewall and password protection systems. Our security and privacy policies are periodically reviewed and enhanced as necessary, and only authorized individuals have access to the information provided by our customers. Secure Socket Layer or SSL encryption is used to transmit sensitive data such as credit card information.

If we decide to change our privacy policy, we will post those changes to this privacy statement, the homepage, and other places we deem appropriate so that you are aware of what information we collect, how we use it, and under what circumstances, if any, we disclose it.

We reserve the right to modify this privacy statement at any time, so please review it frequently. If we make material changes to this policy, we will notify you here, by email, or by means of a notice on our home page.