data 101 faqs

How does eXelate collect data?

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eXelate’s online-based activity data is directly sourced from online publisher partners. Our publisher partners implement tags on their web pages that allow eXelate to drop a “targeting cookie”. The cookie collects relevant consumer activity in an anonymous, non-personally identifiable information (PII) manner.

Our publisher partners who supply the data have been individually vetted to meet strict content, performance and privacy standards. eXelate does not “scrape” or “interpolate” online activity data or attempt to generate targeting segments based on that information. We have direct, contracted, relationships with our data partners.

The small percentage (less than 5%) of offline data that is part of the eXelate marketplace comes from leading offline data providers such as Nielsen, whose verified panels have set the industry standard for reliability and performance.

Do you collect or deal with any PII? How long do you store data?

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As part of its service, eXelate does NOT collect any personally identifiable information (PII) from consumers. eXelate also does NOT store any personally identifiable (PII) information such as name, address, telephone number, social security number or e-mail. As a result, we have no way of tying any of the information we collect back to a particular consumer.

Additionally, we do not collect sensitive health data on consumers. Any aggregate, non-PII data that we accumulate is stored no more than 90 days. To read our complete Privacy Policy online please click here.

eXelate predominantly employs client-side, user level cookies. Cookies expire after 90 days and consumers who choose to opt out of our solution do so via a 10 year long “opt-out” cookie. Data segments written into the cookie are done so in an encoded fashion so that no reference to the core source or segment can be readily identified. All data stored within the cookie is fully anonymized. No PII information is ever stored in an eXelate cookie, and eXelate does not employ Flash or other embedded tracking mechanisms.

How many sources of data do you have? Per segment?

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eXelate works with hundreds of publishers and websites that provide data in more than one thousand top level segments. For most of our audience segments, we work with multiple data sources in order to both increase reach and add depth of granularity to ensure proper ad performance.

How do you normalize data from multiple sources?

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All granular data attributes, coming from multiple data sources, are qualified and segmented into a common list of segments and sub-segments on a standard normalized hierarchy.

Do you have a data dictionary that defines your segmentation characteristics?

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Yes, eXelate has a detailed taxonomy that reflects segments according to industry standard nomenclature as well as detailed descriptions for each top level segment group.

How many variables go into defining each audience segment? Can the variables come from different sources?

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The number of data points in an individual segment varies based on the segment type and level of user interaction within that segment. For some segments, user activity may be limited to a specific deep action (such as a shopping search, or lead generating auto interaction), while in others, such as age or gender, multiple registration-based data points may be accumulated on the user in the segment. eXelate has an analytics lab that analyzes the data and ensures it meets certain performance criteria before users are put into segments.

What relevant self-regulatory guidelines do you follow with regard to data handling?

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eXelate is a member, in good standing, of the Network Advertising Initiative (NAI) and is a leader in the drive toward more transparent interactions with consumers. We were one of the first companies to introduce a centralized opt-out for publishers as well as a detailed preference manager that enables consumers to manage and monitor any attributes that eXelate has accumulated on them. Visit our privacy page.

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