Privacy Policy

Effective Date: This Privacy Policy was last revised on May 22, 2014
Dealer Product Services Incorporated ("DPS," "we," "us" or "our") provides this privacy policy ("Privacy Policy") in order to make you aware of the privacy practices at our websites that post this Privacy Policy (the "Websites"), and of the choices you can make about the way your information is collected and used by Dealer Product Services. This Privacy Policy only covers information collected at the websites, and does not cover any information collected at any other website or offline by Dealer Product Services (unless specifically stated). Note, too, that there may be times where Dealer Product Services jointly collects your information with another party on a co-branded website. In those cases, if this Privacy Policy is posted, it may only apply to how Dealer Product Services uses the information it collects through that co-branded website, but the privacy policy of the other party may govern with regard to the use of technology or operation of the co-branded website and its use of information collected on such co-branded website.

What information does Dealer Product Services collect?
Through its websites, Dealer Product Services collects "Personally Identifiable Information" which is any information that can be used to specifically identify an individual, such as your name, mailing address, e-mail address, or company name. Users may provide us with Personally Identifiable Information and certain demographic information (such as gender, zip code, hometown or similar information) through website features, including, surveys, online registration forms, sweepstakes entries and bulletin boards. Additionally, when you visit our websites our servers automatically collect certain information from you, such as the number of pages viewed and accessed, browser type and IP address. Most of this information is non-personally identifiable information, but if we connect it or demographic information with Personally Identifiable Information, we will treat it as Personally Identifiable Information. We also collect purchasing information from you when you make a purchase on one of the websites.

What technologies does Dealer Product Services use?
We and our third-party service providers may use a variety of technologies that automatically (or passively) collect and/or store certain information whenever you visit or interact with our websites. This information may be stored or accessed using a variety of technologies, including, without limitation, cookies, web beacons and JavaScript that may be downloaded to your personal computer, browser, laptop, tablet, mobile phone or other device ("Device"). This information may include:

  • Your IP address, UDID or other unique identifier ("Device Identifier"). A Device Identifier is a number that is automatically assigned to your Device used to access the websites, and our computers identify your Device by its Device Identifier;
  • Your Device functionality (including browser, operating system, hardware, mobile network information);
  • The URL that referred you to our websites;
  • The areas within our websites that you visit and your activities there, including remembering you and your preferences;
  • Your Device location;
  • Your Device characteristics; and
  • Certain other Device data, including the time of day, among other information.

We may use various methods and technologies to store or collect such information ("Tracking Technologies"). Tracking Technologies may set, change, alter or modify settings or configurations on your Device. A few of the Tracking Technologies, include, without limitation, the following (and subsequent technology and methods later developed):

Cookies. Cookies are small data files that are transferred to your computer (or other Internet-accessing device) when you visit the websites. Cookies allow us to improve and enhance the website and serve users more appropriate content. Most browsers are initially set up to accept cookies but you can reset your browser to refuse all cookies or to indicate when a cookie is being sent by indicating this in the preferences or options menu in your browser. However, it is possible that some parts of the websites will not operate correctly if you disable cookies and you may not be able to take advantage of some of this website's features. You should consult with your browser's provider/manufacturer if you have any questions regarding disabling cookies.

Web Beacons. The websites and any communications sent by the websites may contain electronic images (generally, single-pixel ".gif" images) called "web beacons." These web beacons allow Dealer Product Services and third parties to monitor and collect certain information about the viewer of the web page, web-based document, e-mail message or other communication, such as the type of browser requesting the web beacon and the time the web beacon was viewed. We may use web beacons or similar technologies for a number of purposes, such as and without limitation, to count visitors to our web pages or to monitor how our users navigate this websites and to count how many e-mails (or particular articles, links, etc.) we sent were actually opened.

Embedded Scripts. The websites may also utilize embedded scripts which is programming code that is designed to collect information about your interactions with the websites. The script is temporarily downloaded onto your computer from our web server or a third party service provider, is active only while you are connected to the websites, and is deleted thereafter.

ETag, or entity tag. A feature of the cache in browsers. It is an opaque identifier assigned by a web server to a specific version of a resource found at a URL. If the resource content at that URL ever changes, a new and different ETag is assigned. Used in this manner ETags are a form of Device Identifier. ETag tracking may generate unique tracking values even where the consumer blocks HTTP, Flash, and/or HTML5 cookies.

We may use Tracking Technologies for a variety of purposes, including as follows:

Strictly Necessary. We may use cookies or other Tracking Technologies that we consider are strictly necessary to allow you to use and access our Service, including cookies required to prevent fraudulent activity or improve security.

Performance Related. We may use cookies or other Tracking Technologies that are useful in order to assess the performance of the websites, including as part of our analytic practices or otherwise to improve the content, products or services offered through the websites.

Functionality Related. We may use cookies or other Tracking Technologies that are required to offer you enhanced functionality when accessing the websites, including identifying you when you sign in to our websites or keeping track of our specified preferences, including in terms of the presentation of content on our websites.

Targeting Related. We may use Tracking Technologies to deliver content, including ads, relevant to your interests on our websites and third party sites based on how you interact with our advertisements or content. This includes using Tracking Technologies to understand the usefulness to you of the advertisements and content that has been delivered to you. Dealer Product Services offers you choices about receiving interest-based ads that come directly from us. To opt-out of targeted related advertising provided by Dealer Product Services, click here. If you opt-out, you may still see Dealer Product Services targeted ads on third party sites for reasons further explained below.

There may be other Tracking Technologies now and later devised and used by us in connection with the websites. Further, third parties may use Tracking Technologies with our websites. We may not control those third party Tracking Technologies and we are not responsible for them. However, you consent to potentially encountering third party Tracking Technologies in connection with use of our websites and accept that our statements under this Privacy Policy do not apply to the Tracking Technologies or practices of such third parties. Even if you have previously opted-out of targeted related advertising provided by Dealer Product Services using the link above, third parties using Tracking Technologies on the websites may still be able to send you targeted ads promoting Dealer Product Services.

How is the information used by Dealer Product Services?

The information Dealer Product Services collects is used by us to:

  • Provide you with content, information or services you have requested, including newsletters, catalogs and other communications for which you have registered;
  • Improve the content of the websites;
  • Customize the websites' advertising and content for individual visitors;
  • Notify you about updates to our websites and in our discretion, changes to this Privacy Policy and other policies that affect your use of the websites;
  • Contact customers for marketing purposes;
  • Administer and provide you with information and updates regarding customer loyalty and rewards programs;
  • Provide you with investment-related information;
  • Confirm or fulfill an order you have made or authorize or complete a transaction you have requested;
  • Contact you with regard to a sweepstakes, contest or promotion in which you have participated;
  • Provide you with offers, products or services from third parties which may be of value to you;
  • Send you e-mail communications, or, in the case of job applicants, we may otherwise contact you regarding your job search;
  • Prepare governmental and internal statistics reports;
  • Administer the websites' systems and for other internal business purposes;
  • Analyze customer purchasing habits;

Sweepstakes and contest information:

We conduct sweepstakes, contests and promotions, which ask visitors for contact information (name, e-mail address, mailing address, etc.). Participation is optional. Contact information collected through sweepstakes, contests and promotions is used to request more information in relation to the sweepstakes, contest or promotion or as otherwise permitted under this Privacy Policy.

Survey information:

We may on occasion seek information on our customer base via electronic or print surveys. Participation is optional. Survey contact information (name, e-mail address, mailing address, etc.) is used to request more information in relation to the survey or as otherwise permitted under this Privacy Policy.

Content you submit:

Dealer Product Services may publish your name, voice and likeness and other Personally Identifiable Information in connection with any submissions you may make to our websites.

Affiliate information:

Dealer Product Services offers an affiliate program for qualified websites. Participation is optional and based on Dealer Product Services approval. Application information is used to determine eligibility in the Dealer Product Services affiliate program. Account information of approved affiliates is maintained for the purposes of communication between Dealer Product Services and its affiliates.

Information from third parties:

We may receive information about you from other sources; for example, we may obtain geographic or demographic information, or information regarding your possible interests, from third parties, or we may receive information from a marketing partner in connection with a co-branded website or promotion. We may use this information for a variety of purposes, including to enhance our ability to serve you and to tailor content. We may combine the information we receive from those other sources with information we collect through the websites. In those cases, we will apply this Privacy Policy to any Personally Identifiable Information received, unless otherwise specifically disclosed by us at the time you provide your Personally Identifiable Information.

Send to a friend:

If you send a friend a communication from the websites, the information you provide (names, e-mail addresses, phone numbers, etc.) is used on a one-time basis to facilitate the communication and is not used for any other marketing purpose, unless we obtain additional consent. How is information shared with third parties? We may share non-personally identifiable information and other website usage information with our business partners and third parties. In addition, we may share Personally Identifiable Information as disclosed at the time you provide your information, as set forth in this Privacy Policy and in the following circumstances:

Third parties providing services:

We may employ third parties to perform certain functions and services on our behalf, for example, hosting or operating the websites, fulfilling orders for products and services purchased through the websites, sending e-mail and/or other communications, data analysis, marketing assistance, tracking the websites' activities and analytics, credit card payment processing, and customer service. These third parties may have access to your information, including Device Identifiers and Personally Identifiable Information for the purpose of performing such functions and services on Dealer Product Services's behalf. Third-party analytics and other service providers may set and access their own Tracking Technologies on your Device and they may otherwise collect or have access to information about you, potentially including Personally Identifiable Information, about you. We are not responsible for those third party technologies or activities arising out of them. We are not responsible for the effectiveness of or compliance with any third parties' opt-out options.

Third party offers:

From time to time, DPS partners with third parties to provide users of the websites with offers, products or services which may be of value to our users. In such instances, we will share, sell or rent a user's Personally Identifiable Information, such as name, mailing address, phone number and ordering information, with a third party to enable them to notify the user of the offer, product or service, unless you have told us not to share your information. We will never rent your email address. Also, Dealer Product Services may share certain information related to your account and payment history with third parties who use this information to generate data deemed relevant for business decision-making, including making determinations of creditworthiness.

Sweepstakes, contests and other promotions:

If you choose to enter a sweepstakes, contest or other promotion on the Websites, we may disclose your Personally Identifiable Information to third parties in connection with the administration of such promotion, including, without limitation, in connection with winner selection, prize fulfillment, and as required by law, such as on a winners list. Also, by entering a promotion, you are agreeing to the official rules that govern that promotion, which may contain specific requirements of you, including, except where prohibited by law, allowing the sponsor(s) of the promotion to use your name, voice and/or likeness in advertising or marketing associated with the promotion.

Corporate change:

Dealer Product Services may share the Personally Identifiable Information collected through the websites with and among its parent, subsidiaries and affiliates. Dealer Product Services or any of its assets, including the websites, may be sold, or other transactions may occur in which your Personally Identifiable Information is one of the key business assets for the transaction. In such a case, your Personally Identifiable Information may be one of the business assets we transfer. Hence, Dealer Product Services reserves the right to disclose and transfer Personally Identifiable Information in connection with a corporate merger, consolidation, restructuring, the sale of substantially all of our assets, or other corporate change.

Legal actions and law enforcement:

We may disclose your Personally Identifiable Information, in the event we are required to respond to subpoenas, court orders, legal process or other valid law enforcement measures; to comply with a legal obligation; at the request of governmental authorities conducting an investigation; to verify or enforce compliance with the policies governing the websites and applicable laws; or to protect the legal rights, interests, or safety of the websites, our users or others. We may also use information collected on our websites to identify users, and may do so in cooperation with copyright owners, internet service providers, wireless service providers or law enforcement agencies in our discretion. Such disclosures may be carried out without notice to you.

EEOC/Affirmative action reporting:

In conjunction with laws and regulations enforced by the Equal Employment Opportunity Commission ("EEOC"), the Office of Federal Contract Compliance Programs ("OFCCP") and similar state and local regulatory agencies, we may ask you to provide us with self-identifying information (such as veteran status, gender and ethnicity). Providing such self-identifying information is voluntary, but if you do provide us with such information, we may submit that information to the EEOC, the OFCCP and similar state and local regulatory agencies for business-related purposes, including, but not limited to, responding to information requests, fulfilling regulatory reporting requirements and defending against employment related complaints.


Our websites take commercially reasonable steps to secure the information you provide, including encrypting payment information that you transmit through our websites. However, no data transmission over the Internet, or wireless transmission, or electronic storage of information can be guaranteed to be 100% secure. Therefore, please know that any information you transmit to or through our websites you do at your own risk.

Links to third party websites:

The websites contains information on a wide variety of products and services. We also provide links to partner, affiliate, and manufacturer sites for additional information on their products and services. We are not responsible for the privacy practices or content of any third party websites and do not make any representations regarding how such websites use customer information.

Consent to transfer

The websites are operated in the United States. If you are located in the European Union, Canada or elsewhere outside of the United States, please be aware that any information you provide to us will be processed in and transferred to the United States. By using the websites or providing us with your information, you consent to this transfer and to the processing and storage of your information in the United States, a jurisdiction in which the privacy laws may not be as comprehensive as those in the country where you reside and/or are a citizen.

A note for parents

The websites are general audience websites. We do not knowingly collect any Personally Identifiable Information from children younger than the age of thirteen (13) on the websites and we will delete any Personally Identifiable Information later determined to be from a user younger than thirteen (13).

California Privacy Rights

Pursuant to Section 1798.83 of the California Civil Code, residents of California have the right to request from a business, with whom the California resident has an established business relationship, certain information with respect to the types of personal information the business shares with third parties for direct marketing purposes by such third party and the identities of the third parties with whom the business has shared such information during the immediately preceding calendar year.

To request a copy of the information disclosure provided by Dealer Product Services pursuant to Section 1798.83 of the California Civil Code, please contact Dealer Product Services by calling us at the telephone number below, writing to us at the address below or e-mailing us at the e-mail address below under Contact DPS.

What should I know about ads?

We may use third parties such as network advertisers and ad exchanges to serve advertisements across the Internet and may use third party analytics service providers to evaluate and provide us and/or third parties with information about the use of these ads on third party sites and viewing of ads and of our content. Network advertisers are third parties that display advertisements, which may be based on your activities across the Internet and mobile media ("Behavioral Ads"). In addition, we may serve ads on our websites based on your usage information ("Contextual Ads"). Behavioral Ads and Contextual Ads enable us to target advertisements to you for products and services in which you might be interested. If you object to Contextual Ads, do not use our websites. If you object to receiving Behavioral Ads from us on third party sites, you can learn more about your ability to limit Behavioral Ads below.

Our third party ad network and exchange providers, the advertisers, the sponsors and/or traffic measurement services may themselves set and access their own cookies (including Flash cookies), web beacons and other Tracking Technologies on your Device and track certain behavioral usage information regarding users of your Device via a Device Identifier. These third party Tracking Technologies may be set to, among other things: (a) help deliver advertisements to you that you might be interested in; (b) prevent you from seeing the same advertisements too many times; and (c) understand the usefulness to you of the advertisements that have been delivered to you.

Dealer Product Services offers you choices about receiving interest-based ads that come directly from us. To opt-out of targeted related advertising provided by Dealer Product Services, unsubscribe. If you opt-out, you may still see Dealer Product Services targeted ads on third party sites for reasons further explained below.

Third-party Tracking Technologies are not controlled by us, even those used to serve our ads. Statements regarding our practices do not apply to the methods for collecting information used by these third party advertisers and others or the use of the information that such third parties collect. We do however work with third parties to make efforts to have you provided with information on their practices and any available opportunity to exercise choice. The relevant third party's terms of service, privacy policy, permissions, notices and choices should be reviewed regarding their collection, storage and sharing practices. We make no representations regarding the policies or practices of third party advertisers or advertising networks or exchanges or related third parties.

While we and third party sites may use a variety of companies to serve advertisements, you may wish to visit, which provides information regarding this practice by Network Advertising Initiative ("NAI") members, and your choices regarding having this information used by these companies, including the "opt-out" procedures of NAI members. Opting out of one or more NAI members only means that those NAI members no longer will be allowed under their own rules to deliver Behavioral Ads to you, but does not mean you will no longer receive any targeted content and/or ads. Also, if your browsers are configured to reject cookies when you visit this opt-out page, or you subsequently erase your cookies, use a different Device or change web browsers, your NAI opt-out may not, or may no longer, be effective. Additional information is available on the NAI's website accessible by the above link. You may also opt-out of receiving Behavioral Ads on participating sites and services by visiting the Digital Advertising Alliance ("DAA") website at Similar limitations may apply to the DAA opt-out. We are not responsible for effectiveness of or compliance with any third parties' opt-out options or programs.

How might this Privacy Policy change in the future?

If our information practices change at some time in the future, we will post the revised privacy policy on the websites with an updated "Effective Date" to notify you of these changes. If there are material changes to this Privacy Policy or in how Dealer Product Services will use your Personally Identifiable Information, we will notify you either by prominently posting a notice of such changes or by directly sending you a notification. We encourage you to periodically review this Privacy Policy to be informed of how Dealer Product Services is protecting your information.

How can I access or change my Personally Identifiable Information?

Upon request, we offer you the ability to have inaccuracies corrected in your contact information. Customers can have this information corrected by calling us, writing to us, or e-mailing us on the Contact DPS page.

How do I change my preferences about how my Personally Identifiable Information is shared?

To remove your name from our marketing lists or if you'd prefer not to have your name, mailing address or purchasing information shared with other companies, let us know your preferences by calling us, writing to us, or e-mailing us on the Contact DPS page.

Dealer Product Services Logo

Contact DPS

Contact Dealer Product Services (DPS) by Phone at
(800) 998-2910 Fax at (847) 478-1325 or by email at