The Exchange Lab is firmly committed to protecting user privacy and fostering user confidence in the Internet and digital advertising.
To learn about how we use data and technology as part of our business to provide digital advertising services to our clients, please see Section 1 below. To learn about how we use data and cookies on the Exchange Lab Web Site, please see Section 2 below.
Exchange Lab’s Services
We provide a range of services to our clients, including advertisers and agencies. Exchange Lab’s services (“Services”) include: media planning, buying and selling; marketing communications planning; campaign analytics and research; and audience segmentation and data management. Our clients use our Services in order to help ensure that online users receive the most useful and relevant ads and to determine and improve the effectiveness of that advertising.
Types of information we collect through our Services
When you view and interact with sites and with advertisements where our Services are utilized, we may collect through our Services information regarding your browsing, usage and interactions. We may also collect information that identifies browsers and devices we have interacted with previously. Such information collected through our Services may include the type of Internet browser, browser language, and operating system you use, your device’s Internet protocol address (“IP address”), unique identifiers available at or pertaining to your device, connection type (wired or Wi-Fi), region where your device is located, network to which your device is connected, longitude/latitude of a (mobile) device, mobile carrier (if available), the Site and page you came from before, and visited after, viewing an advertisement, and information related to the Site and page you are viewing (i.e., in order to ascertain your interests). Devices include computers, mobile phones, tablets, e-readers, or other digital devices capable of maintaining an Internet connection.
We do not collect users’ names, mailing addresses, phone numbers, email addresses or similar personally identifiable information through our Services.
We may also receive information from other companies, including our clients, that is collected outside our Services and is provided to us for use in connection with the Services. We may integrate that information with information collected through our Services.
How we collect information through our Services
We may collect and utilize information about users and activities across different sites, and associate it across applicable devices and browsers that we have reasonably linked to the same user. We may also utilize information that we receive from other companies, and associate it with information we collect and across applicable devices and browsers that we have reasonably linked to the same user. These practices are intended to help ensure that online users receive the most useful and relevant ads regardless of device or browser.
How we use information collected through our Services
We use the information collected through our Services to help ensure that you receive the most useful and relevant online advertising you see on sites (including on web sites in a browser environment and/or in applications, and on other devices and browsers that we have reasonably linked to the device and/or browser where the information was collected) (we refer to customized advertising based on users’ interests, demographic information, prior activity, and similar information (“User Information”), as “Interest-Based Advertising”). For example, if we think that a user is interested in apparel options, then our Services may help our clients deliver Interest-Based Advertisements to that user about a particular type of apparel.
Such User Information may also be used to limit the number of times you see a particular ad, and for other purposes such as research, reporting and analysis in order to deliver the most useful and relevant advertising and to determine and improve the effectiveness of that advertising.
We may also receive from other companies User Information collected outside the Services for use in connection with the Services, also to help ensure that online users receive the most useful and relevant advertising and to determine and improve the effectiveness of that advertising. We do not associate such information with your name, mailing address, email address or similar personally identifiable information.
We require our clients to comply with applicable laws governing online privacy. We encourage you to read the privacy policies of the sites you visit to better understand issues relating to your online privacy.
Disclosure of information to third parties
Our affiliate [m]PLATFORM operates and maintains a proprietary data management platform that we and other affiliates may utilize in order to provide services. The information we disclose to [m]PLATFORM may be used by [m]PLATFORM and such other affiliates not only to provide services to us and our clients, but also to provide services to those affiliates and their respective clients.
We may also disclose the information we collect to third parties, including law enforcement, when we reasonably believe we are obligated to do so by law, and in order to investigate, prevent, or take action regarding suspected or actual prohibited activities, including, but not limited to, fraud and situations involving potential threats to the physical safety of any person.
You may opt out of Exchange Lab Interest-Based Advertising through several mechanisms.
Exchange Lab does not drop cookies, but uses DSPs that do so. You may choose not to receive customized third-party advertisements via Exchange Lab’s DSP targeting cookies on the browser you are using by clicking below, in which case those third-party targeting cookies will be replaced with an “opt-out” cookie, and the Interest-Based Advertising data previously collected or received in association with the replaced third-party targeting cookie will not be used for Interest-Based Advertising on any other device or browser that we have reasonably linked to the browser where the information was collected. In addition, if we have actual knowledge that another device or browser is linked to the opted-out browser, that other device or browser will also be opted out from receiving Interest-Based Advertising via Exchange Lab. Opt-out links to Exchange Lab used DSPs are below.
If you buy a new device, upgrade or change web browsers or delete this opt-out cookie, you will need to perform the opt-out process again. In order for the opt-out process to work, your browser must be set to accept third-party cookies.
In browser environments, you may also refuse or remove cookies from both Exchange Lab and other service providers via the following methods:
In mobile app environments, you may opt out of Interest-Based Advertising from just Exchange Lab DSPs or from both Exchange Lab DSPs and other service providers via the following methods:
Additional information regarding user choice in application environments is available at www.networkadvertising.org/mobile-choices.
Network Advertising Initiative
Exchange Lab is part of [m]PLATFORM, a member of the Network Advertising Initiative (NAI) who adheres to the NAI’s Codes of Conduct in those markets where these self-regulatory frameworks apply and are in effect.
We fully support the digital advertising industry’s efforts to increase transparency in the area of Interest-Based Advertising.
You can also click here to reach the Network Advertising Initiative site, a central location for information about Interest-Based Advertising and the choices available to you, and to opt out of receiving third-party Interest-Based Advertising via cookies from us and NAI member companies.
Digital Advertising Alliance, European Interactive Digital Advertising Alliance, and Digital Advertising Alliance of Canada
Exchange Lab is part of [m]PLATFORM, a signatory of the Digital Advertising Alliance (DAA), the European Interactive Digital Advertising Alliance (EDAA), and the Digital Advertising Alliance of Canada (DAAC) and, in connection with such memberships, adhere to the DAA Self-Regulatory Principles, the IAB Europe EU Framework for Online Behavioural Advertising, and the DAAC’s Canadian Self-Regulatory Principles for Online Behavioural Advertising, respectively, in those markets where such applicable self-regulatory framework applies.
Exchange Lab supports deployment of the Advertising Option icons (AdChoices and AppChoices) as part of its participation in the DAA’s self-regulatory framework (in the United States), the IAB Europe OBA Framework for Online Behavioral Advertising (in Europe), and the DAAC’s Canadian Self-Regulatory Principles for Online Behavioural Advertising (in Canada). Advertisements that are provided by organizations that participate in these frameworks will display the icon displayed below when technologically feasible. If you click on the icon displayed on an ad, you will receive information about Interest-Based Advertising.
You can click here to reach the DAA site, which has additional information about Interest-Based Advertising and the DAA’s self-regulatory framework, as well as a mechanism to opt out of receiving third-party Interest-Based Advertising via cookies from us and other DAA member companies.
Neither the Services nor the Exchange Lab Web Site is developed for, or directed at, children (as defined by applicable law) or at Sites primarily directed to children. We do not knowingly collect information from children. If you believe a child has provided us with personal information and you would like to have the information removed, please contact us at email@example.com.
Transfer of Data in the Event of Acquisition
In the event that another company acquires all or substantially all of the assets of our business through a consolidation, merger, asset purchase, corporate reorganization, or other transaction, we reserve the right to transfer all information (including any information a user may have provided through the “contact us” page) that is in our possession or under our control to the acquiring party.
We follow generally accepted online advertising industry standards to protect against unauthorized access to, unlawful processing of, unauthorized retention of, and unauthorized disclosure of data. These standards include undertaking necessary physical, electronic, and management activities required to protect data integrity, access, and use. Please keep in mind, however, that despite these efforts to protect data on our servers, no method of transmission over the Internet is guaranteed to be secure. Therefore, while we strive to protect such data at all times, we cannot guarantee its absolute security and shall not be liable for any breach of security in relation to any such data.
We are a global company and therefore we may transfer data to countries around the world, including countries outside your country or your continent. We will, where necessary, put in place appropriate safeguards to ensure such data is protected.
Please note that in some countries an IP address is considered personal data by applicable law. We do not collect IP address from these countries.
How Information is Used and Shared on the Exchange Lab Web Site
We respect the privacy of users of the Exchange Lab Web Site, and recognize that when you choose to provide us with information about yourself, you trust us to act in a responsible manner with that information. This section contains important information about how we use your personal information collected via the Exchange Lab Web Site.
What Information Do We Collect?
When you use the Exchange Lab Web Site, we may gather the following information:
If you provide us information through our “Contact/Contact Us” link on the Exchange Lab Web Site, we may keep a record of the information you provide, including your email address and any other personal information you provide, solely for the purposes of responding to your inquiry or providing you with relevant material and, where you have consented, with marketing communications about our products and services. We may disclose such personal information to third party marketing automation service providers solely for those purposes; those service providers are not permitted to use this information for any purpose other than providing services to us.
How Do We Use the Information We Collect on the Exchange Lab Web Site?
We will use this information in the following ways:
Do We Pass Your Information to Third Parties?
We also may disclose your information (including your personal information) to third parties, including law enforcement, when we reasonably believe we are required to do so by law, and in order to investigate, prevent, or take action regarding suspected or actual unlawful or otherwise prohibited activities, including, but not limited to, fraud and situations involving potential threats to the physical safety of any person.
How Do We Use Your Information for Marketing?
We will only provide you with marketing information that you have requested.
Where Do We Send Your Information?
We are a global company and therefore we may transfer your information to countries around the world, including countries outside your country or your continent. We will, where necessary, put in place appropriate safeguards to ensure your information is protected.
Linking to Other Sites
For more information about the specific cookies Exchange Lab uses on the Exchange Lab Web Site, please click here.
For information on how to opt out from, or manage, cookies on the Exchange Lab website, and/or cookies from other service providers, please see the “User Choice” subsection in Section 1 above.
How Do We Protect Your Information?
We take appropriate measures to ensure that your personal information disclosed to us is kept secure, accurate and up to date and kept only for so long as is necessary for the purposes for which it is used.
The Exchange Lab Web Site is not intended or designed to attract children. We do not knowingly collect personal information from children. If you are a child and wish to ask a question or use this site in any way which requires you to submit your personal information, please ask your parent or guardian to do so on your behalf.
How to Obtain a Copy of Your Information
You are entitled to know what personal information we hold about you and to have any inaccuracies in your personal information corrected. For these purposes, please contact us at firstname.lastname@example.org.
How to Contact Us if Your Information or Preferences Change
If your personal information or your preferences change, if you don’t want us to send you the information you have requested or if you have any queries about how we use your personal information, please let us know by contacting us at privacy@ theexchangelab.com.