eXelate’s data privacy philosophy: Transparency, Notice and Control
As founding members of Evidon’s Open Data Partnership initiative, and active members of the IAB, NAI and TRUSTe, eXelate takes consumer privacy and audience data control very seriously. We firmly believe that tools enabling data owners and marketers to mindfully manage cookie-based data are essential to creating relevant, consumer-friendly advertising experiences.
eXelate’s solutions promote the adoption of consumer-focused privacy principles- transparency, notice, control- across three key constituents:
| Consumers | Data Sellers/Aggregators | Data Buyers | |
| Transparency | Visibility into the data collected through the eXelate Privacy-Preference Module. | Privacy-Preference Module widget for publishers allows you to give your audience control over the data collected. | Our data sources are privacy-compliant and have been thoroughly vetted. |
| Notice | We do not collect or aggregate the following:
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eXelate solutions abide regulatory data handling principles. As a result, we developed DataShield to alert web publishers when unwanted 3rd party pixels are detected on their site. We help you proactively protect your audience data and safeguard your web site from data theft. | eXelate is a member of regulatory organizations including the NAI, IAB, TRUSTe, and Evidon’s Open Data Partnership. We adhere to industry-leading data handling policies and ensure safe data buys across the ecosystem. |
| Control | Ability to opt-out of eXelate’s cookie-based data collection through our Privacy-Preference Module. | eXelate’s data marketing platform, DataLinX, centralizes all opt-out consumer preferences for web publishers. | eXelate requires all data buyer partners to provide opt-out functionality. |
Data Collection Methodology
eXelate receives information passively from publishers – we do not scrape the context of a web page nor record browser history. eXelate does not collect Personally Identifiable Information (PII) nor do we store any consumer information for targeting use. All eXelate targeting information is contained in a browser cookie that consumers have full control over blocking or deleting. We don’t use flash cookies nor are we involved in any type of browser-based, deep packet inspection.
Consumer Comes First
Respect for consumer privacy begins with enabling consumers to clearly see the data that eXelate and its partners have collected. Taking it one step further, we also provide a simple way for consumers to modify or opt out of our services at any time.
By accessing eXelate’s Privacy-Preference Module, consumers get a clear picture of the information that may be used to better tailor their online advertising experience. eXelate also offers the Privacy-Preference Module as a widget available to any of our partners looking to deliver an added layer of control and transparency for their consumers.
eXelate’s opt-out provision currently lasts for 10 years, and any aggregate reporting data not used for targeting is deleted after ninety days. As a matter of policy, eXelate does not set any targeting cookies based on sensitive health conditions, adult related searches or adult content.
Empowering Privacy-Compliant Data Sellers and Data Aggregators
eXelate’s data management tools, like DataLinX, were specifically developed to enable data sellers and aggregators to meet the growing demands of a highly privacy-compliant web site. Via our centralized opt out widget, Privacy-Preference Module, eXelate helps data sellers adhere to industry standard opt-out requirements via a single link. Other modules within DataLinX, including DataShield, monitor 3rd party pixels that may be dropped without the publisher web site’s consent or knowledge.
Tools like DataLinX ensure that data sellers and data aggregators properly manage consumer opt-out preferences in a simple, transparent manner. eXelate tools help publishers exceed industry standards.
Ensuring Privacy-Safe Data for Buyers
As members of the Network Advertising Initiative (NAI), eXelate adheres to industry standards that inform the proper management of consumer data. We require our data seller and data aggregator partners to maintain privacy policies that permit the use of 3rd party cookies, as well as provide a clear opt-out for those cookies.
eXelate does not “scrape” pages or work in a long-tail, self service manner in which publisher activity and compliance cannot be verified. All of our data partners are vetted by eXelate and are checked regularly to ensure their privacy policies are up to date.
