Data Collection and Sources
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.
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.
Signals - What are these? How are they tracked? Are there web scraping or tracking technologies being deployed to track people?
Propensity focuses on aggregated signals and does not track individuals in the traditional sense of user-level behavioral tracking. 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, Propensity uses AI to analyze content and identify relevant topics and intent signals across a taxonomy of 14,000+ topics that grow quarterly.
Privacy and Compliance
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.
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.
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 GDPR compliance laws are generally considered the global standard. We use GDPR as the baseline for all of our data requirements.
How do we manage CPRA opt-outs/ CPRA requests?
Please email privacy@propensity.com with the request. 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 |
Website Tracking and Cookies
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.
Outside of platform login sessions, Propensity does not use cookies for general browsing or tracking purposes within its own application.
However, for Contact Website Tracking, a pixel is used which may place a cookie on the user’s browser to support contact identification.
To identify a user's session information, Propensity stores a secure and tamper-proof cookie on the user's browser containing their session hash. It expires when the browser is closed.
Does Propensity place any scripts or tracking technologies on my website?
Yes. Propensity provides a website tracking script that must be installed on your site.
There are two types of tracking:
- Account Website Tracker: does not place cookies on the user’s browser
- Contact Website Tracker: uses a pixel that places a cookie on the user’s browser
Does Propensity collect data from visitors on my website?
Propensity does not directly collect or share raw website visitor data with third parties as part of its tracking implementation.
For contact-level tracking, a cookie may be used to support de-anonymization, but it is not used to directly collect browsing data for third-party use.
Who is responsible for managing user consent (e.g. cookie banners)?
You are responsible for managing user consent on your website.
Propensity does not manage or enforce cookie consent on your behalf. You must ensure your consent framework is properly configured based on your legal and regional requirements.
Can tracking occur if a user does not accept cookies?
User consent impacts identity-based matching and how data can be used within the platform.
If a user does not accept cookies, certain functionality—such as contact-level identification—may be limited.
Is tracking dependent on my existing cookie consent banner (e.g. HubSpot)?
No. Propensity’s tracking script is self-contained.
However, you are still responsible for ensuring your consent management setup aligns with how tracking is implemented on your site.
Does Propensity use third-party pixels (such as Meta Pixel)?
No. Propensity’s tracking operates independently and does not rely on third-party pixels.
Does Propensity capture form submissions or user input data?
No. Propensity does not capture or send form submissions or user input data from your website to any third-party platforms.
Data Usage and Processing
Does Propensity share website data with third parties (e.g. Meta, DSPs)?
No. Propensity does not directly share raw website tracking data with third parties.
Before any data is used in external platforms, it is processed and enriched. Website activity is not passed through as part of that data.
What is advanced matching and how does it work?
After identifying a website visit, Propensity may enrich that data using its own database to improve contact-level matching.
This helps provide more accurate identification and more complete contact profiles within the platform.
AI and Data Processing
How does Propensity use AI?
We deploy AI in two ways:
- To analyze content from our data co-op and identify intent signals, topics, and interests across a large taxonomy
- To generate messaging and copy for campaign playbooks, helping users build and approve content more efficiently
Privacy Compliance for Your Organization
Do I need to update my privacy policy or consent notices before using Propensity?
While Propensity provides tools that support audience creation, account-based marketing, advertising activation, visitor intelligence, and campaign measurement, you remain responsible for complying with applicable privacy, data protection, and marketing laws and regulations.
At a minimum, Propensity recommends that you review your privacy policy, cookie notice, consent management processes, and lead collection disclosures before launching campaigns.
You should consider the following:
Maintain an up-to-date privacy policy that accurately describes the categories of information you collect, how you use information for marketing, advertising, analytics, audience creation, and campaign measurement, and your use of service providers, advertising partners, and marketing technology platforms.
Review your cookie notices and consent practices to determine whether any updates are needed based on the technologies you use and the jurisdictions in which you operate.
Review your website forms, event registrations, content downloads, and other lead collection mechanisms to ensure individuals are appropriately informed about how their information may be used for marketing, advertising, sales outreach, analytics, and customer engagement purposes.
Confirm that any CRM records, customer lists, prospect data, or other information you upload into Propensity may be used for audience creation, campaign activation, measurement, and related marketing activities.
Consult your internal legal, privacy, and compliance teams to determine whether any organization-specific disclosures, consent mechanisms, or governance requirements apply.
Propensity does not provide legal advice and does not prescribe specific privacy policy language or consent mechanisms. You are responsible for determining your own compliance obligations under applicable laws and regulations.