Co-op and Bidstream - How do we procure data?
We never process data from the Bidstream. We only use a co-op strategy. This means Propensity aggregates data collected by its proprietary list of data partners in a Data Co-op. Each member of the Data Co-op (“Co-op Member”) contributes data by deploying a javascript or pixel tag on their web properties. A web-property is a point of presence (e.g., a website, advertisement, blog) on the web that is an asset of a company used for the purpose of representing a brand.
Is there any consent being obtained either by the Co-op vendors or anywhere in the process?
Yes, we only obtain consent-based data that is GDPR compliant. See below:
Each Co-op member obtains explicit informed user consent for Propensity’s use of their data. Our providers offer web users the opportunity to opt out of the sale of their personal data and honor all other data subject privacy requests through the OneTrust privacy management platform.
Signals - What are these? How are they tracked? Are there web scraping or tracking technologies being deployed to track people?
Propensity does not ‘track people’. Our data is made up of these attributes: Timestamp, IP, URL, anonymized user, content consumption, contextual data, and engagement metrics such as topics consumed, scroll velocity, and dwell time. Once we obtain the data, a natural language processing (NLP) engine reads, deciphers, and understands content across a taxonomy of 14,000+ topics that grow quarterly.
What are our primary data sources?
Our signals come from a highly curated collection of 5,000+ B2B websites where buying research actually happens and you benefit from a more complete coverage of buying signals. Members must opt in and then implement an exclusive tag that collects 100% of the content and information on participating websites, including those that do not have ads.
What personal information do we track to build the profile of the contact?
We have thousands of data sources that enhance our contact data. These sources fall into two categories: our "Data Union" and public data sources.
- The “Data Union”
- The "Data Union" is a proprietary data-sharing co-op. Customers warrant their data is fully compliant with applicable data privacy regulations. Some data sources have been provided as a one-time file, while others are refreshed regularly.
- Public Data Sources
- Our public data sources include open-sourced datasets, publicly available data, governmental public records, and others. As public records, this data is compliant.
How does Propensity use AI?
We deploy AI in 2 ways:
- We obtain data from our co-op, and then, a natural language processing (NLP) engine reads, deciphers, and understands content to classify intent and interest across 14,000+ tracked topics and the skills and interests of 3 billion+ contacts.
- We leverage AI to automatically create copy and messaging for all the plays in our playbooks. This makes it easier to build and approve the right messaging for your campaign.
When we say that the intent data is compliant - what does this mean?
All of our data providers are compliant with CCPA and GDPR rules and regulations as well as ISO 27001.
Why is the focus on GDPR?
Propensity is a US company, but the GDPR compliance laws are generally the gold standard and most adopted worldwide. So, we use GDPR as the baseline for all of our data requirements.
How do we manage CPRA opt-outs/ CPRA requests?
There is an opt-out form available for contacts to complete. Once completed, all contact data related to that person will be deleted.
Here is an example of our tracking system for CCPA data:
This page has information on CCPA requests that our data providers received from California consumers over the period from January 1, 2021, to December 31, 2021.
| Complied With | Denied | Average Time to Respond | Received | |
| Requests to Know | 196 | 0 | Within one hour | 196 |
| Requests to Opt-Out of Sale / Delete | 411 | 0 | Within one hour | 411 |
Do you store cookies on the user's browser?
The only cookie used is once a user logs into Propensity so they have session access to the Propensity Dashboard. We don't store any cookies for any other purpose.
To identify a user's session information, Propensity stores a special secure and tamper-proof cookie on the user's browser containing their entire session hash, it expires when the browser is closed.