NorthGrid Labs

Privacy Policy

This Privacy Policy explains how NorthGrid Labs Inc. collects, uses, and safeguards information in connection with our location-based digital tools and services. We are committed to privacy practices that meet the expectations of users in Canada and align with international standards such as the General Data Protection Regulation (GDPR). This document applies to visitors and users of our website and related services.

Legal entity: NorthGrid Labs Inc., 401 Bay Street, Suite 1600, Toronto, ON M5H 2Y4, Canada. Email: [email protected]. This service is available to users located in Canada.

1. Cookie Categories

We use cookies and similar technologies to operate our website and understand how it is used. Cookies are small files stored on your device. They may be set by us (first-party) or by third parties. We divide cookies into exactly three categories as outlined below.

Essential Cookies

Purpose: core site functionality, security, and session management. These enable features like page navigation, access to secure areas, and protection against cross-site request forgery. Examples: session_id, csrf_token, cookie_consent_status. Consent required: no — activated automatically. Retention: session duration or up to 12 months for preference storage.

Analytics Cookies

Purpose: measuring traffic, user behavior, and site performance to help us improve accessibility and content. Tools: Google Analytics 4. Examples: _ga, _ga_XXXXXXX, _gid, _gat. Consent required: yes — activated only after you accept. Retention: up to 14 months.

Marketing / Advertising Cookies

Purpose: remarketing, personalized ad delivery, and conversion tracking across services operated by advertising partners. Consent required: yes — activated only after you accept. Retention: up to 540 days (Google Ads default).

2. Marketing Cookies — Sub‑Disclosures

To provide transparency about how marketing technologies operate, we include the following statements:

  • Third-party ad serving: “Third-party vendors, including Google, use cookies to serve ads based on a user's previous visits to this website and other sites on the internet.”
  • Advertising partners: “We may work with advertising partners such as Google and Meta to deliver advertisements tailored to your interests across various websites and platforms.”
  • Remarketing: “We may use remarketing services to advertise to previous visitors of our website. After visiting our site, you may see our ads on other websites, apps, or platforms you visit.”
  • YouTube and Display Network: “Advertisements may appear across Google services including YouTube, Gmail, and the Google Display Network.”
  • Tracking technologies: “We use the following tracking technologies on this website: Cookies (first-party and third-party); Tracking pixels (Google Ads tag / gtag.js, Meta Pixel); Device identifiers (browser fingerprint, IP address); Conversion event tags.”
  • Advertising measurement: “We use conversion tracking to understand which advertisements lead to actions on our website — such as form submissions, calls, or purchases. This allows us to measure campaign effectiveness and allocate budget appropriately. Conversion data may be shared with Google Ads and Meta.”
  • Technologies in use: “Advertising and analytics technologies active on this site: Google Ads (gtag.js / Google Tag Manager); Google Analytics 4; Google Remarketing Tag; Meta Pixel (Facebook / Instagram).”
  • Opt-out from personalized advertising: “You may opt out of personalized advertising at any time: Google Ads Settings: https://adssettings.google.com; Your Online Choices (EU): https://www.youronlinechoices.eu; Network Advertising Initiative: https://optout.networkadvertising.org; Digital Advertising Alliance: https://optout.aboutads.info. Opting out does not remove ads entirely — you will continue to see non-personalized advertisements.”
  • Cookie preference management: Use the “Manage cookie preferences” control on this page or in the website footer to open the consent panel and choose your settings.

3. Consent Requirements

Our consent banner presents three options: “Accept All”, “Reject Non‑Essential”, and “Manage Preferences”. Analytics and marketing cookies are not activated until you accept. Choices are stored in your browser for 12 months using localStorage. You can dismiss the banner by rejecting non‑essential cookies. A link to this Privacy Policy appears in the banner and throughout our site.

Consent statement: “By clicking ‘Accept All Cookies’, you consent to the storing of cookies on your device for analytics and advertising purposes, including personalized advertising delivered by Google and Meta. You may withdraw consent at any time through the cookie preferences panel without affecting the lawfulness of processing that occurred before withdrawal.”

EEA / UK users: “Users in the European Economic Area and the United Kingdom receive this consent notice in compliance with the General Data Protection Regulation (GDPR) and UK GDPR. Marketing and analytics cookies are activated solely after explicit, informed, freely given consent under GDPR Article 6(1)(a). Consent is recorded with a timestamp and may be audited upon request.”

Withdrawal of consent: “You may withdraw consent at any time by clicking ‘Manage cookie preferences’ in the website footer, or by clearing cookies via your browser settings. Withdrawal does not affect processing that occurred while consent was valid.”

4. Data Sharing with Advertising Partners

We share certain data with advertising partners for campaign delivery and measurement. Recipients and the data categories shared include:

  • Google LLC: cookie identifiers, conversion events, anonymized behavioral data, remarketing lists. Governed by Google's Privacy Policy: https://policies.google.com/privacy
  • Meta Platforms, Inc.: pixel events, conversion data, custom audiences. Governed by Meta's Data Policy: https://www.facebook.com/privacy/policy

We do not sell personal data. All transfers to Google and Meta operate under Standard Contractual Clauses where applicable. Data is processed for ad targeting and campaign measurement only and is not resold to unaffiliated third parties. Google and Meta may use this data across their own platforms according to their respective policies.

5. Lead Forms and Contact Requests

When you submit a contact form or request more information, we collect the information you provide to respond to your inquiry. This typically includes your full name, email address, phone number (optional), organization (optional), and your message.

Legal basis: consent (GDPR Art. 6.1.a) and, where a service relationship exists, performance of a contract (GDPR Art. 6.1.b). Retention: form submission data is retained for up to 2 years from the date of submission unless a longer period is required by applicable law. You may request deletion at any time by contacting us at [email protected]. A link to this Privacy Policy appears adjacent to every submission button on this site. Submitting a form constitutes acknowledgment of this policy.

6. Google Services and Advertising

This website uses the following Google services:

  • Google Analytics 4: collects anonymized usage data, device info, and behavioral signals. IP anonymization is enabled. Data retention is set to 14 months. Users may opt out via the Google Analytics Opt‑out Browser Add‑on: https://tools.google.com/dlpage/gaoptout
  • Google Ads Conversion Tracking: records when a user completes a defined action after clicking one of our ads. This data is used solely for measuring ad campaign performance.
  • Google Remarketing: allows us to show ads to previous visitors across Google's network. Remarketing lists are not created from sensitive data categories.
  • Google Tag Manager: deploys tracking tags on our behalf. No personal data is collected by GTM itself.

Google's advertising products are governed by: https://policies.google.com/technologies/ads

7. Meta Advertising Services

This website uses the Meta Pixel to measure the effectiveness of our advertising on Facebook and Instagram. The pixel may record page views, time on site, specific conversion events such as form submissions, and custom audience membership for retargeting purposes. We do not use the Meta Pixel to collect sensitive personal data or to target users based on special‑category attributes prohibited under Meta's advertising policies.

Meta acts as an independent data controller for data collected via its Pixel and processed within its own platform. Refer to Meta's Data Policy: https://www.facebook.com/privacy/policy. To manage your ad preferences on Meta platforms, visit: https://www.facebook.com/adpreferences/

8. Prohibited Content Self‑Declaration

This website does not promote, sell, or facilitate access to prohibited product or service categories including but not limited to weapons, controlled substances, counterfeit goods, gambling services (unlicensed), adult content, or services that make misleading health or financial claims. All advertising conducted through Google Ads and Meta Ads complies with the respective platform policies.

9. Landing Page Integrity Statement

The content of this website accurately represents the products and services advertised. No bait‑and‑switch practices are employed. The experience delivered to users arriving from paid advertisements is identical to the experience for all other visitors. Cloaking, automatic redirects, and content variation by traffic source are not used on this website.

10. Children's Privacy

This website is not directed at individuals under the age of 16. We do not knowingly collect personal data from minors. If we discover that data has been collected from a person under 16 without verifiable parental consent, we will delete it promptly. Contact us at [email protected] if you believe we have received data from a minor.

11. International Data Transfers

Personal data collected through this website may be transferred to and processed in countries outside the European Economic Area, including the United States, where Google LLC and Meta Platforms, Inc. are based. These transfers are conducted under Standard Contractual Clauses approved by the European Commission, which provide appropriate safeguards for personal data. You may request a copy of the applicable clauses by contacting us directly.

12. User Rights (GDPR Articles 15–22)

If you are located in the EEA or UK, you have the following rights: Access (Art. 15), Rectification (Art. 16), Erasure (Art. 17), Restriction (Art. 18), Portability (Art. 20), Objection (Art. 21), and the right to withdraw consent (Art. 7.3). To exercise any right, email [email protected]. We will respond within 30 days. You also have the right to lodge a complaint with your local supervisory authority: EU users: https://edpb.europa.eu; UK users: https://ico.org.uk.

13. What Data We Collect

  • Full name
  • Email address
  • Phone number
  • IP address
  • Browser type and version
  • Device type and operating system
  • Cookies and tracking identifiers
  • Usage data (pages visited, time on site, click paths)
  • Form submission content
  • Conversion events (form submits, calls, purchases)

We collect only the information necessary to provide and improve our services. Personal data is stored securely and accessed only by authorized personnel for legitimate purposes described in this policy.

14. Legal Basis for Processing

  • Contact form data: consent (GDPR Art. 6.1.a) and contract performance (GDPR Art. 6.1.b)
  • Analytics data: consent (GDPR Art. 6.1.a)
  • Marketing/remarketing data: consent (GDPR Art. 6.1.a)
  • Security and fraud prevention: legitimate interest (GDPR Art. 6.1.f)

15. Retention Periods

  • Contact form submissions: 2 years
  • Analytics data (GA4): 14 months
  • Marketing cookies (Google Ads): up to 540 days
  • Email communications: duration of relationship + 1 year
  • Server logs: 90 days
  • Cookie consent records: 3 years (audit requirement)

16. Policy Metadata

Last Updated: January 15, 2026. Effective Date: January 15, 2026. Changes to this policy will be notified via a homepage banner a minimum of 14 days before taking effect. Continued use of our services after any change becomes effective constitutes acceptance of the updated policy.

How We Use Information

We use information to provide, maintain, and improve our services, to respond to inquiries, to operate analytics and reporting features, to personalize site content, to measure advertising performance where consented, and to maintain security and integrity. For Canadian users, we align practices with the principles of accountability, transparency, and limiting collection as recognized by Canadian privacy frameworks. We do not use personal data for automated decision‑making that produces legal or similarly significant effects without explicit notice and additional safeguards.

Your Choices and Controls

You can manage cookies at any time using the controls on this page or in the site footer. You may also contact us to access, correct, or delete your data. If you choose to disable analytics and marketing cookies, our essential features will continue to function. To review or change consent settings now, use the control below.

Contact Us

If you have questions about this Privacy Policy or our data practices, contact NorthGrid Labs Inc., 401 Bay Street, Suite 1600, Toronto, ON M5H 2Y4, Canada, or email [email protected]. We aim to respond promptly and will address inquiries in accordance with applicable Canadian and international privacy obligations.