Nobody is going to give you something online for free. Heartbeat is a tool that Freedom MCN built. If it was merely a network partner tool, they could have easily restricted it to channels only partnered with their network. However, they did not.
Essentially, online when you get a free tool, you are now the product. You can watch YouTube videos for free, but you are the product for advertisers. You can use gmail, google maps, etc all for free, but Google is collecting data on what you're doing while that's going on. They are the largest information broker in the world as a result of this. Now, can a company buy your record and get ahold of your browser history, no of course not. But if a company wants to market products to 17 year old males who live in bosnia that suffer from cancer and have an interest in local businesses that specialize in my little pony, Google knows who those people are.
At this point, there are massive databases of demographical and even specific individualized information held by very large companies and they get it by purchasing data analytics from groups that offer tools like Heartbeat. They also buy data from all of those free to use mobile app devs that you give permission to have view access to stuff on your phone without a second thought.