DataXpand’s Platform allows DataXpand’s clients to buy, sell & distribute Platform Data for the specific purposes of:

• Facilitating targeted advertising
• Facilitating the delivery of targeted or customized content to website visitors
• Supporting an advertising funded internet
• Providing aggregated reporting to data providers and advertisers
• Using aggregated data for internal reporting, reporting industry trends & market research

 

DataXpand’s clients and partners are contractually obliged to have adequate privacy policies which also facilitate these purposes.

The Platform Data that is sent to us by our partners includes aggregated pseudonymized profile information, and data that is sent via the HTTP header including IP address, cookie information, date and time, URLs, operating system, and browser version.

 

The pseudonymized profile information is aggregated and then organized in to audience segments that fall into the categories of interest data (e.g., interest in sports, news, fashion and associated sub-categories etc.), demographic data (e.g., age, gender, employment sector, income band etc.) and purchase intent data (e.g. in-market for electronics, financial products, online fashion etc.).

 

DataXpand’s Platform is not designed to collect any Personal Data such as full name, email address, physical address or sensitive Personal Data such as social security number etc. In addition, our clients and partners are contractually prohibited from transmitting any data which can directly identify an individual to DataXpand. We do not intentionally collect data that we consider to be sensitive.

The definition of Sensitive Data within the EU (as defined by Article 9.1 of the General Data protection Regulation or “GDPR”) includes:

• Racial or ethnic origin
• Political opinions
• Religious or philosophical beliefs
• Trade union membership
• Genetic or biometric data
• Personal health data
• Information concerning a person’s sex life or sexual orientation.

In the US and Asia, DataXpand does receive the following data from some of our data providers:

• Inferred racial or ethnic origin
• Inferred political opinions
• Inferred religious or philosophical beliefs
• DataXpand does not collect any data related to adult-oriented products or services such as alcohol, tobacco or firearms.

DataXpand’s Platform is designed to enable manufacturers and brands to discover audiences who may have a preference for their advertising. The platform helps advertisers discover new audiences who have traits, preferences and interests which are similar to their existing customers or their desired audiences. DataXpand’s Platform Data is useful to a number of different groups:

1. Internet Users will experience more relevant online advertising as a result of the services provided by the Platform. In addition, the operation of the Platform helps to support an advertising funded internet where many online publishers offer content free of charge to users. All Platform Data held by DataXpand is in a pseudonymized form and includes no data that can identify specific individuals, e.g., no full name, address, email address, phone number, social security number, etc.
2. Online Advertisers use the Platform to help them deliver advertising to relevant online audiences; discover new potential customers who have a preference for their products and services and to increase the efficiency of their advertising campaigns. Online advertisers can also use DataXpand’s Platform to better understand their customers, and the recipients of their ad campaigns. For example, a beauty manufacturer may use DataXpand data to discover new audiences who have similar interests and preferences to their existing audience base. Because the new aggregated audiences are similar to the Beauty Manufacturer’s existing customers, it increases the likelihood that any advertising shown to the new audiences may be of interest to them,

If, at any time, you would like to opt-out of participating in this type of online interest-based advertising where the adverts you see can be based on your pseudonymized profile information, please go to the opt-out section of this policy.

Yes. Some of our data partners have chosen to handle data collection for pseudonymous targeting under legitimate interest. Following the legitimate interest provisions of GDPR, we accept this data. However, we also require additional information that supports a data provider’s case for legitimate interest.

We believe it is likely that consent will ultimately be required under the ePrivacy Regulation and strongly encourage our data partners to obtain a consent as (may be) required under the ePrivacy Regulation.

For data from EU data subjects processed via the Platform, DataXpand operates under the legitimate interest provisions of the GDPR.

For example, as you use the internet to discover content, products and services or to use a digital service for your daily life, advertising may be served to you that is relevant to your interests or lifestyle. Brands and Advertisers use data companies like DataXpand to identify groups of people with particular interests or preferences so that they can serve advertising that is more relevant to them than other groups of people.

 

This legal basis of legitimate interest is founded on the position that the advertising funded internet delivers significant value to internet users as well as wider economies. The types of data segments utilized by DataXpand (e.g., pseudonymous Personal Data) and the profiling activities are not generally considered high risk. DataXpand adopts controls to ensure that the data collected is secured and won’t fall into the hands of an entity that might be in position to harm the human rights of data subjects. Thus, the balance of interests leans towards benefits generated for data subjects, publishers and advertisers outweigh the risks to the fundamental human rights of data subjects.

The only data that DataXpand interacts with which are directly classified as Personal Data under the GDPR are IP addresses and cookie IDs. However, as all profile information is attached to pseudonymous Personal Data such as a cookie ID, all profile information is also considered to be Personal Data.

For DataXpand to process your data, you may have consented to accept a cookie or to processing of your data from one of our partner data providers, thus, we also expect to handle data that has been collected and provided on the basis of consent.

• DataXpand limits the number of days which aggregated information is available for targeted advertising to 90 days.
• All user level data is deleted after 12-months.

DataXpand shares Platform Data with partners who provide online advertising services to marketers, advertisers and online publishers.

Reporting is also an integral part of DataXpand’s business. Under contract, our clients and data providers receive periodic operational reports for performance tracking and billing and auditing. We also generate reports that provide insights on the popularity and usage of the aggregated data, such as the number of data subjects that appear in a segment, in aggregate. The reports are prepared using aggregated Platform Data and contain only pseudonymized data.

 

We may also use the services of third-party service providers for cloud data storage, analysis, and processing facilities and to provide operational or other support services. The Platform Data is shared only to enable these entities to perform professional and technical functions in relation to DataXpand’s business. These entities are subject to confidentiality restrictions and are not authorized to use, access or transform the Platform Data for any purpose other than providing their services to DataXpand.

If you would like to opt out from DataXpand please click on Opt Out Dataxpand

OPT OUT of behavioural Advertising
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For more information about behavioral advertising please visit:
www.aboutads.info
www.youronlinechoices.com